Our Blog Posts About Research Methods
Our qualitative approach to survey design
Too many researchers write surveys that read like a dry set of instructions for anonymous strangers. Writers with this mindset see themselves as the rigid experts and the target audience…
What is ‘real’ qualitative research?
Interview with Craig Griffin on his Campaign For Real Qual podcast. My argument: at its very core, real qualitative research exists to help businesses and governments do something new:
Liminality – a rich and versatile concept for researchers and marketers
An explanation of how to use the liminality concept in marketing and research
Why we use one-on-one interviews
One on one interviews have long been a staple of most qualitative researchers’ portfolios, but they are often relegated to a minor role, used only for pre-survey work or B2B…
Our message testing expertise
Find out the benefits of outsourcing your message and content testing to an agency that understands the psychology of language.
How do I choose which qualitative method to use?
The great thing about qualitative research is that there are so many different ways to do it. Find out more here
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…
