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Qualitative research provides product managers with an understanding of the why and how behind the numbers. Also helpful in exploring new product ideas. Learn how to use qualitative research methods to generate insights and create products that delight customers.

Main Takeaways:

* What is qualitative research? Provides a definition of qualitative data and an overview of qualitative research methods.
* Why use qualitative research methods in product management? Includes a discussion of qualitative vs quantitative, the different purposes that each serves, and why it’s good to use both.
* When to use qualitative research methods? Know when to use qualitative research methods depending on where you are in the product development cycle and the questions you are asking about customers. I’ll include examples of using qualitative data to generate user insights from my past experience.
* How to conduct qualitative research? Discuss thinking through the research plan, articulating research objectives and key research questions, choosing the right method for collecting data, thinking through sampling methods, and interpreting the data.
* Summary of key takeaways.

**Meet the Speaker: Pamela Brown**

Pamela is currently working as a Certifications Product Management Manager at Amazon Web Services (AWS). She is responsible for setting the vision and roadmap for a portfolio of IT certifications.

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