• Sensemaking explains 'why?'

  • We help our clients make sense of human behaviour

  • We help our clients see how people really make decisions

  • We help our clients make their documents make sense

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We custom-design research based on social science. Contact suebell@sbresearch.com.au


    Are you looking from some fresh thinking? We are original thinkers whose insight comes from understanding what people do, think and experience. We are problem-solvers who help our clients make sense of products, markets and audiences using primary research and analysis of language and imagery.

    Are you looking for highly-skilled experienced researchers working to high ethical standards? We can help you with business-to-business, government-to-business, government-to-citizen and business-to-consumer research. We use contemporary and traditional qualitative and quantitative methods.

    We use a Sensemaking framework to help our clients 'make sense of' the behaviour of customers, citizens, and stakeholders - to reveal why they behave as they do. We also help clients make sense to their customers, citizens, and stakeholders by conducting plain language research.

To analyse the 'voice' of a brand or an organisation, we realised that we needed to go beyond primary research and draw on our academic heritage in linguistics. So, we developed a desk-based discourse analysis tool called Syllabell.  It uses existing written material like websites, letters, annual reports, newsletters, and brochures to diagnose your brand or organisation's voice.

Syllabell diagnoses how your organisation or brand communicates through language - its 'linguistic palette'. It is also a quick way to define your competitive context through analysis of the language used on competitors' websites or social media. 

See to our Resources page for our new ebook on discourse analysis



Case Study - discourse analysis of websites

Our client is planning to relaunch a significant part of their business. This client is a not-for-profit organisation with a small research budget. We are conducting an online survey to gauge customer motivations for them but there is insufficient budget to conduct any exploratory qualitative. Therefore, we conducted a discourse analysis of all the websites of a range of similar organisations worldwide. This analysis clearly revealed two very different ways to communicate the benefits of the new offering. We then tested these two ways to communicate in the survey.


Visit our Resources page for free books and webinars on these topics.

Tags: Semiotics, Discourse Analysis, Ethnography, Hybrid methods, Language

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