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Qualitative research
Our speciality.
Qualitative research is at the heart of what we do
– it’s all about digging deeper,
exploring feelings and attitudes rather than
just crunching numbers. We use it to test ideas as well
as developing them.
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Group discussions
These bring together groups of people who
have something in common, like gardeners, DIYers or holidaymakers.
Or they can be conflict groups, gathering people who
have nothing at all in common.
Depending on what you need to find out, groups can
vary from 3 to 8 people and last from 1 hour to over
3 hours.
Any focus group needs clear objectives, skilled moderation
and expert analysis.
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Depth interviews
Here we explore things with people one-to-one. Good
for sensitive subjects, and to avoid the problem of
dominant / nervous respondents in groups.
Depth Interviews can happen over the phone, on the
street, in an hotel or at someone’s home. They
can also be done in a client’s retail outlet,
like a coffee shop or burger restaurant.
Useful variations on the technique are family groups
(where we get views from all sides simultaneously) and
accompanied shops where we discover why people buy or
don’t buy, as it all happens.
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Structured Interviews
Here the emphasis is on quantity
of information rather than in-depth exploration. Data
is gathered in a variety of ways including in-store,
on- street, face-to-face and over the telephone.
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Hall tests
These are usually done using a questionnaire developed
in advance.
Typically we’ll interview 50 people in a day.
It’s a good technique for getting numbers-based
answers for things like product or pack testing and
design evaluation.
With Quali-hall tests we conduct a series of in-depth
interviews in a hall or hotel. It’s a cost-effective
way of getting depth without setting up groups.
Quali-Quant hall tests combine some
in-depth work with structured questionnaire based interviews
– a useful combination.
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On-site Insight
This is where we take the exploration right to the
heart of the matter, interviewing in
coffee houses, supermarkets, banks, DIY stores, menswear
stores and anywhere else where the whole customer
experience needs to be evaluated.
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Client-Interactive sessions
These are designed to let clients get involved in
the research process with a pre-agreed agenda.
You might want to meet real customers in the flesh
and be part of the interaction as an alternative to
watching interviews and groups from behind a one-way
mirror.
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