Qualitative Research

We use qualitative research to fuel creative strategy and new thinking for our clients, and also to develop the critical language to be used in future business and research activities. For us, qualitative research is a part of a research continuum that may ultimately include surveys – but we’re sensitive to the difference between surveys and qualitative studies.

Whether it’s an in-depth interview or a group discussion, we’re there to get the richest insights and stories from the experience – and we’ll use pictures or diaries or homework assignments – whatever it takes – to get the best data. We have special qualitative experience introducing new concepts and new product areas with both consumers and b-b.

Our analytic approach: identify the underlying patterns that emerge from the interviews and discussions that contribute to new ways of thinking about your business. We do not merely repeat the quotes from respondents in our reports, but give you a picture of what those quotes add up to. And we don’t rely on notes, but use full transcriptions whenever possible, which we make available to our clients.

Upon request, we can product edited DVDs or other interactive reports for your project.