Liminality – a rich and versatile concept for researchers and marketers
What is liminality’? There are times in life when we feel betwixt and between, when our identity is shifting. It is as if we are standing at a doorway with…
Research Methods
Why we use one-on-one interviews
Many of our projects use one-on-one interviews (IDIs) One on one interviews have long been a staple of most qualitative researchers’ portfolios, but they are often relegated to a minor…
Science-based message testing
We use science-based frameworks, plain language, and behavioural principles when testing content Why science helps when testing content Many organisations test their content and messaging before launching new campaigns. Many…
How do I choose which qualitative method to use?
Have you noticed how many qualitative research methods there are? The great thing about qualitative research is that there are so many different ways to do it. We can But,…
The research methods we use
I was at a marketing conference recently, and I introduced myself to people as ‘a researcher’. The question I was asked was: ‘Qual or quant?’ I said ‘Both – and…
Empathy and mythology in this year’s Christmas magazines
Each year, Lynne Freeman and I do a visual analysis of major women’s magazines’ Christmas editions in the UK and Australia We do this because we believe that magazines in…
How to use qualitative research for insights about retirement
What is qualitative research? Qualitative research is conversation-based exploratory research. We use it to understand the deep psychological and emotional drivers of behaviour. In this post, I explain what qualitative…
Why and how to use stimulus material in qualitative research
What’s the best way to use stimulus material in qualitative research? Qualitative researchers can use a broad range of stimulus material to get much more out of the discussion or interview…
What cookbooks and magazines can tell us about Christmas in Australia
This is an article that I wrote for the old website in 2018, that proved very popular. I am reposting it here and will update it in 2022. Subscribe to…