Qualitative Research
Our qualitative approaches give companies and brands a deep and meaningful understanding of their customers. Because we believe brands need genuinely breakthrough insights to thrive and grow.
We approach what we do with an open mind in order to deliver powerful insights that unlock game-changing innovations. Insights that unlock unexpected breakthroughs in new product development, that create distinctive brand positioning and more impactful communication.
We enter the world of the consumer. We engage in direct conversations with audiences and immerse ourselves in their experiences through their words and their view, treating participants as individuals—as collaborators, not respondents—to uncover authentic truths.
Getting to the heart of what matters
Our specialist qualitative insight helps some of the world’s leading businesses better understand the consumers’ relationship with their brands. Our toolkit of focus groups, co-creative workshops, immersive in-depth interviews and more besides also includes a multi-lens approach that incorporates expert qualitative, mobile and social techniques to get closer to what consumers are really thinking when it really matters to them.
And, in doing so, we help clients identify new opportunities and ways of engaging with customers through better product, brand communication and experiences.
Some of our main qualitative services include:
Focus Groups
In bringing small groups of people together in informal settings, our focus groups provide are an effective way for brands to explore, develop and evaluate ideas and opinions directly with the consumer. The focus group environment allows brands to engage up close with its audience and is a valuable forum for the exploration of creative ideas, evaluating brand communications and developing product and brand positioning.
In-Depth Interviews
The ability to converse deeply and personally is a powerful way to better understand individuals’ relationships with brands, products and their experiences. Our one-on-one interviews are deliberately more immersive than most to help us get a deeper understanding of people’s beliefs, attitudes and the choices they make. This is a particularly powerful tool in helping to explore especially sensitive social issues, consumer journeys and customer experiences.
Ethnography Studies
“With creativity, it’s not what you look for, but what you find”. Herein, lies the secret of value of ethnography whereby our teams often spend extended periods of time immersing themselves in the fabric of people’s lives.
As a more visual form of research ethnography gives us the opportunity to observe, record and interact with people to not merely ask questions but to witness their behaviours first hand. Capturing these behaviours allows us to identify the unspoken, unsaid, visual clues that can help us better inform decisions around product design, usage or communication.
Our beautifully curated video output gives clients a real-life window to peer into their consumers’ lives.
Retail Safaris
Our retail safaris allow brands to explore consumer reactions to their brand in comparison with those of the competition.
In qualitative journeys between stores or outlets we give brands the real-time feedback that can help empower your brand with actionable, retailer-specific insights that you can leverage for communications strategies, elevating shopper marketing tactics and even for informing interactions with retail buyers in order to provide your brand with the optimal opportunity for growth.
