I specialise in extracting valuable insights from verbal, non-numerical data using qualitative data analysis techniques. My comprehensive approach includes: • Qualitative Research Methods: I utilise rigorous qualitative research methods to conduct thorough investigations, providing deep business insights that can shape strategic decisions. • Data Analytics: I excel in analysing verbal, non-numerical data, turning complex information into actionable insights that empower businesses to understand and meet consumer needs effectively. I use software such as Atlas.ti, and (IBM) SPSS. • Qualitative Data Software: By employing the latest qualitative data software, I ensure that interview data is meticulously cleaned and analysed, allowing for accurate and reliable results. • Face-to-Face Interviewing Techniques: My expertise in face-to-face interviewing techniques enables me to gather rich, detailed information directly from consumers, providing an authentic understanding of their perspectives. • Focus Group Discussions: I conduct focus group discussions to capture diverse viewpoints, fostering a comprehensive understanding of consumer behaviour and market trends. • Transcribing and Thematic Analysis: I meticulously transcribe verbatim interview data and apply thematic data analysis to identify key themes and patterns. These insights are crucial for informing business decisions and strategies.