Qualitative research

Research designed to help organisational decision-making, focusing on why people think the way they do

Our qualitative methods include:

  Focus groups 
  Depth interviews (face-to-face/via telephone)
 *Ethnography and observation research
 *Semiotics – systematic analysis of signs and symbols
  Advertising evaluation
  Citizens Panels (focus groups)
  Hall Tests
  Web surfs/ accompanied surfs
  Workshops  

Our qualitative research consultants are MRS trained in projective and enabling techniques, semiotics and ethnography.  

*Semiotics explores how signs and symbols work to create meanings for consumers through ads, products, promotions, packaging.  This type of analysis can add significant value to more traditional quantitative methods and can be applied to the decoding of the language and imagery of advertising and brand communications. 

* Ethnography and Observation.  This type of research looks at physical and spatial contexts, the social context, cultural values, and time issues.  Applications include observed and accompanied shopping activities, product use, immersion days focusing on lifestyle, and photography and video diaries.   This method is particularly productive when used in conjunction with follow up interviews.