Qualitative research methods

We have years of experience in:

• Face to face groups and IDIs
• Phone IDI's - with web conferencing
  
• Online qualitative research
  
• Sensory qualitative research
  
• Semiotics within qualitative research.

We conduct our face to face interviews and groups in viewing facilities when we need to, but for many projects, we  prefer to talk to people in the actual places where they use the products or make their purchase decisions.. Therefore, for many of our projects we will include at least some in home interviews.

We are differeni

Where we differ is in how we think about our work. We  conduct research with people the way they  think of themselves: as personalities who live in fulfilling yet some times complex social relationships, and in social, cultural and media environments which influence them in some ways that they aren't aware of.

“We observe families being families, and listen to people tell it like it is."

We design our research to understand current and future behaviour:

• What people do, when, how and where?
• How people think about this behaviour, including how they use heuristics to choose.
• What people feel, including the thoughts and emotions  they do not  - or cannot - state overtly
• How they were influenced by their their social contacts and the media.

Watch, listen - and visit

We love to have clients watch and listen to interviews because the 'in situ' learning is so valuable. But we also believe that some of the time we need to take consumers out of the research setting, so we often visit them in their homes and communities, where we can observe families being families, and listen to people tell it like it is.

1. We watch how they cook, how they shop, ..
2. We listen to how how they talk to their kids...or talk to themsleves ...and to their stories. Stories reveal how people think and feel.

We keep it real. We make the context realistic, so our findings are grounded in reality, but we also use games, and tasks, and role play and projective techniques - whatever we need.

How this helps our clients

• Our clients learn what their consumers do and how they think and feel.  Together, we learn what is important  in consumers'  lives, and how this relates to our client's real-life business problems.
  
• We learn insights to use, in language we can all understand.