We conduct advanced qualitative research

  • What it is

    We conduct advanced qualitative research.  This means that we use conceptual models to drive our thinking, including our sensemaking model of decision-making, and symbolism and ritual models or consumer behaviour.  We frequently use a mix of qualitative research methods including semiotics and ethnography.    
  • Benefits

    Our qualitative research gives clients a deep understanding of people and the culture they live in. We focus on understanding 'people' - we don't call them 'consumers'. We know how people use symbols to express their emotions and rituals to create meaning, and how they have a drive to make sense of their experiences.  
  • Experience

    We have conducted qualitative research for financial services, disability, technology, and arts organisations, food and drink companies, and many others. Our researchers are senior, experienced researchers, fluent in qualitative methods. Sue is a regular speaker at workshops and training courses on qualitative research.  
  • Methods

    We use: one-on-one interviews - phone, face to face or online; Face to face and online focus groups; Online bulletin board groups / communities; Semiotics; Discourse analysis; Ethnography;  
  • Philosophy

    We understand people. We are trained in the social sciences and the humanities. We understand motivations, perceptions, cognitive schemas, and rituals and we appreciate the power of the imagination. 
  • Techniques

    We make extensive use of projective techniques and laddering,  as well as implicit techniques such as tasks and observation, and combine that with a sense of excitement about what technology can bring to research.