Focus Group Discussions
Explore the language, perceptions and shared or contrasting views that emerge in a moderated group.
Qualitative Research
Get beyond the numbers to the motivations, perceptions and stories that matter.
Designed around your decision.
Experienced moderators use introspective and projective techniques to understand how people think and why they act. We put consumer perceptions in their wider strategic context through thoughtful conversations and observation.
Discuss your research briefLISTEN FOR THE WHY
Give Perceptions and Experiences Room to Emerge.
Qualitative research explores how people make sense of brands, services and the situations around them. Trained moderators use introspective and projective techniques, imaginative questioning and careful listening to understand what participants are communicating.
The profile describes using Edward de Bono’s Six Thinking Hats in exploratory work to encourage different perspectives. This helps discussions move beyond habitual ways of thinking and consider the research question more broadly.
In-Depth and Key Informant Interviews
Develop a detailed understanding of individual experience or the knowledge held by relevant stakeholders.
Paired and Triangular Interviews
Bring selected participants together to examine perspectives through smaller, focused conversations.
Observation and Ethnography
Consider behaviours and experiences within the settings in which they occur.
INTERPRETATION WITH CONTEXT
Connect What People Say to the Wider Question.
Online qualitative communities, thematic analysis and narrative analysis are also part of the offering. Findings are interpreted in relation to the client’s objectives and the strategic context, rather than treating a quotation or isolated view as the whole story.
Qualitative work can stand alone or help shape a broader mixed-method study, as illustrated by the company’s pension, transport and entrepreneurship research.
Read about Project PensionLET’S MOVE FORWARD