It’s easy to default to smile sheets, satisfaction ratings and Net Promoter Scores when measuring training success. They’re quick, clean, and give you a number to stick on a report. But what do they actually tell you?
If you’re serious about improving training quality, proving ROI, or just understanding what learners really get from your sessions, you need to dig deeper than the numbers. That’s where qualitative evaluation comes in.
Scores still have their place, but they only tell part of the story. Here’s how to add real depth to your evaluations, without piling on extra admin:
Qualitative data is any non-numerical feedback that helps you understand how people experience your training, why they respond the way they do, and what the impact feels like in their own words.
Where quantitative data answers “how many?”, qualitative data answers:
“Why did that matter?”
“What changed as a result?”
“How could we make this better?”
It often comes in the form of:
Open-text survey responses
Interview or focus group transcripts
Observations from training sessions
Learner journals or post-course reflections
Voice notes or emails
Trainer notes and debrief comments
For example:
| Quantitative | Qualitative |
|---|---|
| 92% of learners said the course met their expectations | “The course was great, but I was hoping for more real-world examples I could apply to my job straight away.” |
| Trainer rating: 4.7/5 | “The trainer was knowledgeable, but sometimes rushed through key points. I wanted more time for questions.” |
Used together, these two data types give you a fuller, more accurate picture of what your training is achieving and how to make it even better.
Most training providers lean heavily on quantitative data and it’s easy to see why. It’s quick, measurable, and gives you numbers that are easy to track over time. Attendance rates, completion stats, satisfaction scores, Net Promoter Scores (NPS); they all tell you something.
But on their own, they might not tell you enough.
A course might score 4.8/5 consistently, but that doesn’t mean learners are applying what they’ve learned. It doesn’t tell you which parts resonated, what needs work, or how it felt for different types of learners. And if scores start to dip, numbers alone don’t tell you why.
That’s where qualitative evaluation comes in.
Qualitative data gives you:
Context – You don’t just know that someone was dissatisfied; you understand the reason behind it
Depth – You get detailed insight into learner experiences, barriers, and outcomes
Emotion – Learners often reveal how a session made them feel, what built their confidence, or what missed the mark
Direction – While a number might tell you something’s off, qualitative comments help you pinpoint what to fix or what to replicate
For example:
“The course was well-structured, but I really struggled to stay focused in the afternoon sessions. More breaks or shorter modules would’ve helped.”
That kind of insight doesn’t come from a 1–5 scale.
It also makes your impact reporting more meaningful. When you’re presenting to stakeholders, combining stats with learner quotes and stories brings your data to life. It shows how your training is making a difference, not just how it performed on paper.
In short: if you’re only using numbers, you’re missing half the picture. Qualitative evaluation fills the gaps, challenges assumptions, and gives you the detail you need to keep improving your offer.
Open questions are the foundation of meaningful qualitative evaluation. They invite learners to express opinions, describe experiences, and reflect in their own words. But there’s a balance to strike—if your questions are too broad, you’ll either get vague responses or nothing at all.
The key is to keep your questions open-ended and purposeful.
Generic prompts like “Any other feedback?” rarely give you anything useful. Learners are busy, they’ve just finished a session, and if your question doesn’t prompt specific reflection, they’ll often skip it—or drop in something surface-level like “It was fine”.
Instead, aim for questions that:
Nudge learners to reflect on a specific part of the experience
Make it easy to identify what worked and what didn’t
Help you spot patterns across responses
Are short, clear and not overloaded with jargon
Here’s a list you can rotate through across sessions and course types:
What was the most useful part of this training for you—and why?
What could we improve in the delivery or content?
Was there anything unexpected that stood out to you?
What’s one thing you learned that you’ll apply in your day-to-day role?
How confident do you feel applying what you’ve learned—and what would help you feel more confident?
Was anything missing that you were expecting?
Did the pace and format suit your learning style? If not, what would have helped?
Each one gives you a specific lens to analyse the feedback from—and also shows learners that their input is taken seriously.
Double-barrelled questions: e.g. “What did you enjoy, and how could we improve it?” — learners will usually only answer one part
Overly complex or jargon-heavy questions: e.g. “How effective was the pedagogical approach in relation to your learning outcomes?”
Vague prompts: e.g. “Any thoughts?” — it’s too open and gives no direction
Don’t overload your learners with six open questions at the end of every course. You’ll dilute the quality of responses and reduce completion rates.
Instead:
Pick one or two focused, high-value questions per evaluation
Rotate different questions for different sessions or over time
Use conditional logic in digital surveys (e.g. “If the learner gave a low score, prompt for a reason”)
If you're using a TMS like accessplanit, you can build this logic into your post-course workflows so the right questions go to the right people at the right time; automatically.
Written feedback has its place, but sometimes it’s limited. Not everyone expresses themselves well in writing, and learners might hold back nuance, tone or emotion that’s easier to capture in conversation.
That’s where short interviews or voice notes come in. They give you a richer, more human perspective on how your training landed, especially for high-stakes or bespoke courses.
Learners can expand on points they wouldn’t take time to write
You pick up on tone, hesitation, enthusiasm; things you’d miss in text
It builds rapport, which can lead to more honest and reflective feedback
It’s particularly helpful for identifying organisational impact and longer-term behaviour change
You don’t need to interview every learner. This approach works best when you:
Select a small, representative sample (e.g. a few people per cohort, or a few per quarter)
Focus on high-value courses where deeper insight is needed (e.g. leadership training, customer-facing skills, onboarding programmes)
Schedule 10–15 minute calls max. Or invite learners to send a 1–2 minute voice note when convenient
Use the same 4–5 core questions so you can compare insights across sessions
What stood out to you most in the training, and why?
Was there anything that didn’t quite land for you?
Can you give an example of something you’ve done differently since the session?
Did the format or delivery style suit how you like to learn?
How has this course helped you in your role so far?
If you're short on time or resources, you can also ask trainers to record a short summary of informal conversations they’ve had with learners. This still counts as qualitative insight, especially if it's recurring feedback.
Interviews should feel like a conversation, not a questionnaire. Use open questions as prompts, then follow where the learner takes you. Some of the most useful insights come from unexpected directions.
Calendly or MS Bookings for scheduling
Zoom or MS Teams for quick video calls
WhatsApp or voice memo apps if you’re collecting informal feedback on the go
Otter.ai or similar for transcripts and analysis
If you're using a training management system like accessplanit, you can even schedule these check-ins as automated follow-ups based on course type or client, keeping everything streamlined.
Interviews and voice notes won’t replace your standard feedback process, but they’ll give you a deeper layer of insight when you need it. Use them strategically, and they’ll pay off in clearer improvements, stronger case studies, and better learner experiences.
Sometimes, the most useful insights don’t come from forms or one-to-one chats, but from hearing learners bounce off each other. Group feedback sessions (or focus groups) are a powerful way to dig into the collective experience of a training programme and uncover patterns you might otherwise miss.
They work especially well when you want to understand:
How a cohort experienced the training as a group
What stuck, what didn’t, and why
How the session played out in context (e.g. team dynamics, work culture, real-world application)
Reactions to new formats, content changes, or pilot sessions
Learners often build on each other’s thoughts, triggering more detailed responses
You get a mix of perspectives in a short space of time
It helps surface feedback from quieter participants who may not engage in written forms
You can explore topics in more depth and follow up in real time
After delivering a pilot or new programme
When feedback is polarised and you want to understand the nuance
To support larger-scale evaluation projects or course reviews
As part of client account reviews or stakeholder feedback processes
Keep groups small (ideally 4–6 people) to give everyone space to speak
Keep it short and focused (30–45 minutes max)
Use a neutral facilitator (ideally not the course trainer) to avoid bias or defensiveness
Create a safe, open environment where feedback is welcomed without judgment
Make it clear this isn’t a test or a performance review. It’s about improving the learning experience!
What worked well for you in this course?
What could have made the experience more valuable or relevant?
Were there moments that felt unclear, rushed, or unnecessary?
How well did the format suit the way you learn or work?
Have you applied anything you learned? What’s happened as a result?
You can run these sessions in person or virtually. Video calls work perfectly well for this, as long as the tech runs smoothly and the group is small enough to stay focused.
Dominant voices: Encourage balanced input to avoid one or two learners steering the discussion. Direct quieter participants with specific questions if needed.
Groupthink: Watch for agreement without challenge; people often go along with others in a group. Make space for dissenting views by explicitly inviting different perspectives.
Time creep: It’s easy to let these run over. Keep to a clear agenda and move things on if a topic is going in circles.
Take notes. Or better, record the session (with permission)
Transcribe and theme the responses (what came up most often, what was surprising, what was actionable?)
Feed the findings into course reviews, trainer development, or client reporting
If you're delivering contracted or corporate training, group sessions can also double as relationship-building tools. They show learners (and their employers) that you're invested in making the experience work, not just delivering content.
Group feedback isn’t a fit for every session, but used strategically, it adds a layer of collective insight that written surveys can’t replicate. It’s one of the quickest ways to uncover hidden friction points, refine delivery, and find opportunities to elevate the learner experience.
When it comes to understanding what’s really happening in your sessions, nothing beats being in the room. Observing live delivery gives you insights that feedback forms can’t touch; how learners are responding in real time, whether the session flows, where engagement drops, and how different elements land across learning styles.
Done well, observation helps you spot:
Gaps between what’s planned and what’s delivered
Where learners disengage or struggle to keep up
Missed opportunities for interaction or clarification
The subtle things that make sessions feel engaging (or not)
How inclusive and adaptable the trainer is in practice
It’s also a useful way to validate or investigate patterns in feedback. If several learners say a course felt rushed or confusing, observing it live helps you see why.
Be clear about your role – You’re there to support quality and improve outcomes, not to critique performance for the sake of it. Let the trainer and learners know in advance that you’ll be observing.
Use a standard observation template – This helps you stay focused and ensures consistency across different sessions or trainers.
Don’t just watch the trainer – Watch how learners respond: body language, participation, note-taking, questions, energy levels.
Blend qualitative with quantitative – Make note of specific moments, quotes or behaviours. For example: “At 10:17, the group disengaged during the technical walkthrough; three participants switched to checking their phones.”
Follow up with the trainer – Share your observations constructively. This isn’t about fault-finding, it’s about building awareness and giving the trainer valuable external perspective.
Are instructions clear and accessible to all learning styles?
Is the trainer checking for understanding, not just delivering content?
Are visuals, activities, or discussions balanced? Does the session rely too heavily on one format?
How well is time being managed?
Are quieter learners being drawn into the conversation?
Join with camera off and mic muted to reduce disruption
Keep an eye on chat activity, reactions, and use of interactive tools
Look out for long silent stretches or unclear transitions
It can be as simple as sitting in on a virtual or in-person session once a quarter and jotting down reflections. You can also invite peer observations between trainers, or even ask a senior learner to provide their own notes as a form of peer insight.
Some organisations also include short post-session debriefs between observer and trainer—10 minutes to share impressions, discuss anything that felt off, and highlight areas of strength.
Used carefully and constructively, observation brings depth and immediacy to your evaluation strategy. It shows you not just what learners say about a session, but what actually happens when the content hits the room.
One of the biggest reasons qualitative evaluation gets pushed aside is because people think it’s too messy or time-consuming to analyse. You’ve got 200 comments, a stack of voice notes, and maybe a transcript or two. Where do you even start?
The good news: you don’t need to treat it like an academic research project. With a bit of structure, you can turn all that rich, open feedback into clear, actionable insight.
Start by scanning your data for common threads. These could relate to:
Content – e.g. too much jargon, not enough real-world examples
Delivery – e.g. trainer pace, engagement levels, tech issues
Structure – e.g. session length, time for questions, clarity of objectives
Application – e.g. learners unsure how to use the knowledge
Environment – e.g. distractions, group dynamics, accessibility issues
You don’t need fancy tools to do this. A shared doc, spreadsheet, or even colour-coded sticky notes will do the job.
Tip: If you're dealing with lots of data, work in batches. Focus on 20–30 pieces of feedback at a time rather than trying to do everything in one go.
Numbers are great, but stories stick.
Pull out comments that illustrate key points vividly. Whether it’s praise for a particular trainer or frustration about course relevance. These can be used in internal reviews, reports to stakeholders, or even case studies.
Examples:
“The trainer was clearly knowledgeable, but I struggled to relate the material to my job – more examples would’ve helped.”
“I loved the interactive parts. The breakout discussions were the only bit that really kept me focused.”
Look for comments that are emotionally charged, unusually detailed, or repeated across multiple learners; they often point to your biggest wins or pain points.
Use qualitative feedback to explain or challenge your numbers.
If a session scored highly, do the comments support that or reveal hidden issues?
If scores dropped, what’s the root cause? Are there consistent complaints about timing, clarity, or delivery?
Did a particular cohort respond differently and if so, why?
You don’t want to cherry-pick data to suit a narrative, but you do want to dig into anything that seems surprising or unclear.
Don’t let the feedback sit in a spreadsheet.
Once you’ve identified key themes, make decisions:
What needs to change right away?
What should be monitored or reviewed again later?
What’s working well and should be kept or scaled?
Example:
If several learners mention that the second half of a course feels rushed, that’s a red flag to revisit your timings or breakpoints. If people consistently praise hands-on activities, look for ways to build more of them into other sessions.
You can also use this data to inform:
Trainer development
Course updates
Sales conversations with clients
Internal CPD planning
Excel/Google Sheets – great for simple theming and filtering
Notion or Trello – good for visual grouping and collaboration
Thematic analysis tools – like Dovetail or NVivo, if you’re handling a lot of qualitative feedback regularly
Training Management Systems – like accessplanit, where feedback can be centralised and connected directly to your courses and trainers
Analysing qualitative feedback doesn’t need to be a data minefield. With a consistent process and a focus on themes, you can turn comments into clear insights that drive smarter decisions, stronger delivery, and better learning outcomes without drowning in detail.
Collecting qualitative feedback is only useful if it drives change. Too often, feedback is gathered, summarised, and filed away without ever making it back to the people designing and delivering the learning. That’s where the value gets lost.
To really benefit from qualitative evaluation, you need to close the loop. That means feeding what you learn directly back into course design, trainer development, and the wider learner experience.
If you’re consistently hearing that learners want more real-world application or struggle with a particular module, that’s a sign to review your content structure or examples. Equally, if learners repeatedly praise a particular format or session flow, consider replicating that approach elsewhere.
For example:
Feedback about "information overload" might trigger you to space sessions out or break long sections into more manageable chunks.
Positive comments about collaborative tasks could lead you to add more group work into your blended delivery strategy.
Confusion around outcomes might prompt you to rewrite your course objectives or reinforce them during delivery.
Trainers are often the last to see post-course feedback; or they only get a filtered version of it. Make a habit of sharing anonymised qualitative insight with them directly, not just their scores.
This helps them:
Reflect on what’s working and what’s not
Make minor tweaks to how they deliver content in real time
Feel more connected to learner needs and preferences
Grow their own confidence and professional practice
You could also build this into your trainer development process e.g. include a short feedback review as part of regular 1:1s, peer reviews or team debriefs.
Your content creators, learning designers or subject experts will benefit from hearing real learner voices too. Sharing themed comments, direct quotes, or trends gives them a much clearer picture of how their material is being received and applied in real-world contexts.
You don’t need to do this for every course. Just focus on high-priority ones, new programmes, or anything that’s flagged consistently in feedback.
When you make updates based on feedback, let your learners (and clients) know. This builds trust and shows you’re listening.
For example:
“You told us the practical sessions were the most valuable part of the course — so we’ve added more case studies and reduced the theory blocks.”
This simple act of communicating improvements based on qualitative insight strengthens your reputation, drives rebookings, and positions you as a provider who genuinely cares about outcomes.
Finally, your qualitative insights can (and should) inform your strategic decisions: which programmes to expand, which audiences to target, which formats are most effective, and where to invest in new tech or trainer capacity.
Qualitative feedback is more than just “nice to have” comments; it’s where the real insight lives. It’s what turns good training into great training. And it’s often the difference between a course that gets repeated... and one that gets results.
The takeaway? Insight is only useful if it changes something. Build a clear process for reviewing, sharing, and acting on qualitative data, and it’ll become one of the most powerful tools in your toolkit for improving delivery, delighting learners, and driving lasting impact.
Strong qualitative feedback doesn’t come from asking more questions. It comes from asking better ones. Keep them focused, purposeful, and learner-centred, and you’ll start to see insights that actually drive improvement.
If you want your training to drive real change and not just tick a box, look beyond the scores.
Want to stay up to date with what we're up to? Subscribe to our blog or follow us on Instagram!