Specialists in Creative and Strategic Insights
Specialising in all things qualitative, our highly regarded UK qualitative research team is headed up by Victoria Wood and Tony Lewis, who offer expert focus group moderation along with intelligent and sensitive qualitative analysis and interpretation to deliver effective and powerful research.
We are a passionate and creative strategic research agency and see our role as making sense of the way customers see the world and what they really think by providing key innovative insights and challenging the minds of consumers to source the most powerful analysis. Our tried and trusted approaches are grounded in a number of disciplines, including: Psychology, NLP (Neuro Linguistic Programming) and Neuroscience.
We use both traditional and online data capture approaches, include: Focus Groups, Face to face and telephone in-depth interviewing, Homework, Online Bulletin Boards, Video Diaries, Larder audits, Deprivation, Disposable Cameras and Video Vox Pops. Additionally, we offer a range of System 1 and Neuromarketing tools and services which includes both Eye-tracking and Emotion tracking (e.g. Facial Expression analysis).
Our work helps businesses address a wide variety of issues. In particular helping clients to enter new markets, develop new products and services, build their brand and communications successfully. We are highly experienced in a variety of qualitative research techniques across both B2B and Consumer markets:
- Skilled qualitative moderators and executive interviewers
- Preparation of well honed discussion guides
- Close control throughout (hands-on management from senior personnel)
- ISO 20252:2012 Quality Standard
- Guidance and preparation of all necessary stimulus
- We reach the ‘hard to get’ people: directors, senior management, key decision-makers
- Day, evening & weekend capacity
Our +500 Clients include:
Post travel Customer Service IVR Survey to improve customer experiences
In Our Hearts
Helping to develop The Royal British Legions remembrance strategy through monitoring public opinion and behaviours
Washing Machines Need Love!
Developing and refining a new and successful laundry care product for European markets
Helping Silentnight become one of the UK’s most trusted brands
Getting Down To Business
B2B research to understand what SMEs want from business support organisations
Putting The Pop Into Popcorn
Revealing new insights into UK healthy snacking market and brand perceptions
Meet Our Qualitative Gurus
Our team offers an excellent combination of youth and experience and can be trusted to deliver qualitative research projects that meets your exact requirements using innovation through trusted qualitative methods. If you are looking for a qualitative market research agency and would like more information or would like to discuss a particular study you have in mind, please contact Tony for further information using the form below.
Qualitative market research is a bit like detective work, so here’s a couple of investigative techniques we use to get close to your customers:
We use both traditional and online data capture approaches, including: Focus Groups, Face to face and telephone in-depth interviewing, Homework, Online Bulletin Boards, Video Diaries, Larder audits, Depreviation, Disposable Cameras and Video Vox Pops. Additionally, we offer a range of System 1 and Neuromarketing tools and services which includes both Eye-tracking and Emotion tracking (e.g. Facial Expression analysis).
Eye tracking is ideal for communications development and exploring customer experiences.
Understanding how the subconscious mind works is important to all marketers especially when it comes to shopping & communications which often involve greater degrees of subconscious behaviours (e.g. buying trances). Determining if the consumer sees your product or marketing can only accurately be ascertained through eye-tracking.
Our advanced online and mobile phone tools allow us to capture rich insights from anyone in any location in the UK or around the globe.
Online techniques are extremely varied and allow for exploration of almost all subjects without the need for face to face interaction. From video interviews, to diaries and bulletin boards, video Vox Pops etc online qualitative has helped bring new opportunities to qualitative research.
Observation is more behavioural focused research designed to unearth the inner lives and workings of your customer.
In research, whilst people don’t deliberately lie, an experienced researcher knows there is a strong tendency for respondents to talk about what they want you to hear - which means some of the more interesting insights (e.g. unspeakables) can get overlooked. Ethnographic methods are a great way of understanding from a brand new perspective.
Focus Groups & Depths
Focus Groups and individual depth interviewing still remain some of the most important tools for understanding the customer and the social context.
These tools of the trade are excellent in reaching a broad number of people quickly and allow the examination of multiple viewing points all at once. Great tools for evaluating new products ideas and marketing communications.
Qualitative research explores and investigates people’s attitudes, behaviour, actions and interactions through interpretation and without the use of statistics.
It explores deeply the social reasoning of why people make certain decisions, what influences decisions and why certain connections can be made between specific issues. Through qualitative methods, we can delve into the thought process of why a consumer may be drawn to buy a specific product or brand. It is ideal for developing hypotheses, creating new ideas for products and finessing communications prior to concept testing or launch.
Qualitative and quantitative research methods are the two branches of research that can be easily distinguished.
Qualitative focuses on the exploration of individuals thoughts and opinions through methods such as focus groups, in-depth interviews, video diaries etc. On the other hand, Quantitative focuses on a statistical and numerical approach using survey methods for concept testing, customer segmentation, brand tracking, customer satisfaction. In truth, both research methods provide insightful and valuable outlooks into a market and helps a business choose the right steps it should take for business growth. However, more often than not, the best research is a combination of both these methodologies.