The methods we use

When we recommend research methods to our clients, we take into account our client's objectives, of course, but also whether the method will allow us to see the story in the data, because it is the story that gives our clients the insights they need.

The methods we use are

  • Qualitative research, also called discovery research

  • Quantitative - survey- research - also called evaluation

  • Cultural insight

  • Ethnography

Qualitative (discovery) research

Qualitative research, in our hands, is a highly flexible, insightful, collaborative research technique that helps our clients understand what they need to understand to transform their businesses and innovate.

Why use qualitative research methods?

We use qualitative research to find out how people really make decisions and discover why they buy and use your product or service. We reveal how our clients' products and services fit into the rich tapestry of people's lives.

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Quantitative (survey) research

Quantitative research is used to measure and evaluate. We are highly skilled at designing and conducting survey research, from small to large projects.

Quantitative evaluation methods

  • Online surveys

  • Telephone (CATI) surveys

  • Hybrid surveys

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Ethnography is often thought of as 'observation'. For us it is much more than that. For us it means being with people in their world, not some artificially constructed 'research world'.

Our approach to ethnography has been influenced significantly by our recent academic work in anthropology.

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How People Talk - Discourse and conversation analysis

Discourse Analysis is a form of desk-based qualitative research that can reveal astonishing insights into how people think and what they plan to do in the future by analysing the words they use.

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Cultural insight: Semiotics and discourse analysis

Semiotics and discourse analysis are cultural insight techniques. We use them to reveal the things that people think and feel but do not know how to say explicitly. 

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