business people in cafe looking at the screen of tablet

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


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