How we do it
Every organisation has unique information needs and as such, every research programme is tailored to meet specific objectives. Our approach may comprise one, or a combination, of the following to meet a pre-agreed brief, and in the knowledge that the best research is a participative process with collaborative and engaged research participants.
“Not everything that can be counted counts, and not everything that counts can be counted”
– Albert Einstein (Scientist)
Research Approaches
Quantitative research
Generally a structured approach with a largish sample of a population to produce quantifiable insights in relation to behaviours, motivations, perceptions and attitudes – commonly to answer “Who? Which? Where? When? How Many?”
Qualitative research
Generally a more ‘open’ approach, frequently creatively and flexibly founded, with a small sample of selected individuals representing a population to produce non-quantified insights into behaviour, motivations, perceptions and attitudes – commonly to answer “Why? How?”
Desk Research
Insight and understanding gained from pre-existing information sources internal, and external, to organisations such as databases, reports, publications and online reference sources – and increasingly important in the information-rich era of ‘Big Data’.
Research Methodologies
Focus/Discussion Groups
Revealing in-depth insights generated by the facilitated interaction of individuals in moderated group discussions – frequently surprising, always valuable
Face-to-face interviews
One-to-one depth interviews frequently to explore topics in-depth – particularly where complex, sensitive or perhaps requiring visual stimulus
Online self-completion surveys
Online channels have evolved to be a dominant channel to conduct cost-effective, readily quantified, self-completion surveys via email, panel or website hosting (and platform neutral e.g. smartphone, tablet, PC etc.)
Telephone interviews
Cost effective yet in-depth interviewing especially valuable for readily identifiable but widely dispersed audiences, permitting building of rapport and interactive discussion
On-street and exit interviews
Cost-effective, typically higher volume quantitative, face-to-face interviews conducted with respondents in an ‘on-the-spot’ context
Hall tests
Face-to-face interviewing, with a qualitative slant, undertaken at a central hall or similar venue in a controlled environment particularly suited to product, packaging and advertising development
Panels
Managing a consistent panel of research participants sampled from a defined population to conduct on-going research over a period time – typically comparative and product/service development
Mystery shopping
Real-time and real-world customer experience monitoring from all customer touchpoints in person, by phone, online and more
