We excel at research which requires sensibility and sensitivity
We conduct many projects on emotional, sensitive or challenging topics
We help our clients understand their customers' emotional experiences. Some examples:
- Customers who are in difficult or challenging circumstances of various kinds
- Victims of crimes such as investment fraud, burglary or assault
- People who have been denied welfare, or who have sought compensation
- Older people
- People with disabilities and illnesses
- People worried about pap smears or embarrassed by things like facial scarring.
In part, our success with this type of work comes about because of our sensitive and empathetic interviewing style. But there is more to it than that - we base our research design and analysis on our unique 'Sense-making framework' which combines insights from psychology, sociology, linguistics and behavioural economics.
How we do it
This can be qualitative or qualitative research. Qualitatively, these are reflective, interview-based projects relying heavily on one-on-one interviewing. We custom-design projective and expressive techniques to help people recollect and reflect.
We believe that we gain deep insight when we understand the rituals and symbols that people use.
Who we do this for
Government and not-for-profit organisations, personal care and wellness companies, and for product manufacturers or service providers who help people with sensitive or difficult problems.
Case study - revealing sensitivities through language
Emotions drive decision-making for many products and services. Some emotions are obvious, but others run deep and are often complex, so we use a range of techniques and methods to help people explain how they feel. One of our insights has been to focus on the metaphors that people use. For example, some people who took part in in-depth interviews with us with frequently used 'building' metaphors to explain how they had been treated by a service provider- they had been 'screwed', and 'pushed around' - effectively telling us that they felt they had been treated like objects, which in turn made them passive.