Colin Auton, Director at Mustard, was a guest lecturer this week (Tuesday 11th November) at Lancaster University Management School. They invited Mustard to deliver a guest lecture on ‘Qualitative Market Research in Practice’ to their Undergraduate and Masters students.

Speaking afterwards, Colin said “I was more than happy to take time out to share details of the work that we do with the marketers of the future. It is great that Lancaster University recognises the importance of going beyond the theory and teaching their students about the realities of conducting market research commercially.”

The lecture gave students a glimpse into what it’s really like to work in a full service agency. As well as providing case study examples of research conducted for leading brands, we also shared knowledge on key issues and challenges when conducting qualitative research, latest qualitative methods, and the use of projective techniques.

Dr Ronika Chakrabarti commented “Colin delivered a fantastic guest lecture which allowed our students to clearly see how theory on qualitative methods is being put into practice in the competitive world. He was thoroughly engaging and involved the students in several well thought out activities. By fostering a collaborative environment, students participated in activities related to projective techniques. This was particularly useful as they are currently in the process of performing these in their group projects. It was a pleasure to meet Colin and learn more about the excellent work being performed at Mustard. I do hope he will come back to the Marketing Department at Lancaster University Management School and deliver another guest lecture in the near future.”

If you want to discuss this with Colin, just give him a ring or send him a friendly tweet @MustardCol.