Methodology

There are a wide array of methodologies available to the qualitative researcher. Our style is to understand your marketing and marcoms objectives fully, and use these as the basis to work out with you what the research objectives should be. From this, we will then devise suitable methodologies.

In this regard we are driven by fitness for purpose. We are as keen as the next person to do unusual / entertaining / cool techniques, but we won’t recommend these unless we can see the specific benefits they will bring to a project. Typically, we will conduct a mix of groups, depths, commercial ethnography and workshops. Additionally we use all kinds of pre-tasks and post-tasks. We do online qual research too, although we prefer to run it in conjunction wih face-to-face research rather than instead of it. Each produces a different kind of truth.