Qualitative Research Techniques

Our creative qualitative research techniques are designed to address specific challenges and explore beyond the obvious:

Consumer Context

Consumers rarely make choices based on narrow definitions of markets and competitive sets so we use observation and recording techniques to understand the context in which they decide. By observing, getting close-up and by recording day-to-day behaviour we reveal who consumers are, their true attitudes, influences and needs

Consumer Challenge

Consumers naturally respond from their own frame of reference and memory so we take them out of their comfort zones and provide new experiences to reveal what’s forgotten, hidden or previously unconsidered

Consumer Collaboration

Creativity isn’t the preserve of the few. It is inbuilt in all of us - especially the Chairman’s wife! Using creative exercises and provocative stimulus we enlist the help of consumers and other technical experts to solve problems. This helps inspire extraordinary new products, services and communications:

products, services and brands
advertising and other forms of promotion
films, tv and radio channels and programmes
magazines and other publishing works
on-line and digital media, offers

Understanding Children, Cultures and Countries

Children are less able to articulate what they really think and feel so we use creative stimulus and self selection methods to help uncover what they truly think and feel. This is powerful across cultures and languages and with children as young as 3 years old

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