Advanced Qualitative Methods for User and Consumer Research (2025)

Welcome to Advanced Qualitative Methods for User and Consumer Research 2025

 
Description: This course will outline theory and practice of qualitative research. The entire course will have a very applied approach towards qualitative studies. A variety of methodological approaches will be introduced and a special focus will be within: 1. How to implement validity and reliability in qualitative studies. 2. How to implement Mixed Methods. 3. How to analyze and visualize qualitative data. Further, there will be outlined new methods/ approaches within qualitative studies; including very specific tools and methods for conceptualizing the design, data collection, data analysis and reporting.

Course content: The course will present new methods and the underlying theories such as a general understanding of interviews, ethnographic methods, probes, customer journey, interactive sessions, card sorting, projective techniques, ethical considerations, data analysis with use of software. Further, there will be structured elements for improving validity and reliability within qualitative studies. The participants will work with own cases during the PhD course, and will use relevant qualitative research methods. The practical approach will be included by some hands-on interviews/ observations, and data analysis.

Format: Lectures with presentation of different methodological overviews (50%). Participant presentations with added theoretical and practical discussions (25%). Workshop where participants will work in groups e.g. with using observational methods. The groups set-up own theoretical focus (25 %).

Exam: The examination consists of three parts: 1. Participation all days. 2. Participation and presentation based on assigned interview and observation task (in groups). 3. A presentation linked to your current PhD project. The presentation must somehow have a focus within qualitative/ mixed methods research. The focus can be within empirical data, ethical issues, and theoretical or even more abstract methodological questions. Your presentation should include a specific question/ problem you would like for discussion/advice. The duration of the presentation must NOT exceed 10 minutes. There will be approximately 15 minutes for discussion. The presentation will take place in minor groups of 4-5 participants. The exam ends with pass or no-pass.

Mandatory readings: 

A: Jacobi, S. L., & Bjørner, T. (2024). Architects’ Perception of Quality of Life—Impact, Practice, and Barriers. Architecture, 4(2), 267-280. https://doi.org/10.3390/architecture4020016

B: Bjørner, T. ed. (2015). Qualitative Methods for Consumer Research: The Value of the Qualitative Approach in Theory and Practice. Copenhagen: Hans Reitzels Forlag. Pp. 11-112. Mostly only available online as internet book: https://hansreitzel.dk/soeg/qualitative-methods-for-consumer-research-(i-bog)-i-bog-36789-9788741262321

C: Bjørner, T., Korsgaard, D., Reinbach, H. C., & Perez-Cueto, F. J. (2018). A contextual identification of home-living older adults' positive mealtime practices: A honeycomb model as a framework for joyful aging and the importance of social factors. Appetite, 129, 125-34. https://doi.org/10.1016/j.appet.2018.07.005

D: MacPhail, C., Khoza, N., Abler, L., & Ranganathan, M. (2016). Process guidelines for establishing Intercoder Reliability in qualitative studies. Qualitative Research, 16(2), 198-212. https://doi.org/10.1177/1468794115577012

E. O’Brien, B. C., Harris, I. B., Beckman, T. J., Reed, D. A., & Cook, D. A. (2014). Standards for reporting qualitative research: a synthesis of recommendations. Academic Medicine, 89(9), 1245-1251. https://pubmed.ncbi.nlm.nih.gov/24979285/

Organizer: Thomas Bjørner

Lecturers: Thomas Bjørner

ECTS: 4.0

Time: 18 - 19 November 2025

Place: ONLY onsite: Aalborg University Copenhagen, A.C. Meyersvaenge 15 (A) room 2.1.083, 2450 Copenhagen SV.  

Zip code: 2450

City: Copenhagen SV.  

Maximal number of participants: 20

Deadline: 28 October 2025

Important information concerning PhD courses: 

There is a no-show fee of DKK 3,000 for each course where the student does not show up. Cancellations are accepted no later than 2 weeks before the start of the course. Registered illness is of course an acceptable reason for not showing up on those days. Furthermore, all courses open for registration approximately four months before start of the course.

For external PhD students: This course is a general course and is prioritised for PhD Students enrolled at Aalborg University. If there are available seats, PhD students from other universities will be accepted. You will be notified shortly after the deadline if you have been accepted.

To attend courses at the Doctoral School in Medicine, Biomedical Science and Technology you must be enrolled as a PhD student.

We cannot ensure any seats before the deadline for enrolment, all participants will be informed after the deadline, approximately 3 weeks before the start of the course.

For inquiries regarding registration, cancellation or waiting list, please contact the PhD administration at phdcourses@adm.aau.dk When contacting us please state the course title and course period. Thank you.