Bellbird : Sue Bell's blog

Did you know there are least 4 different expressions of wellness?

A few weeks ago, Jane, Suzanne and I caught up in beautiful Gerroa on the NSW South Coast for a workshop on the semiotics of wellness and well-being. We wanted to identify how ideas of wellness and well-being are currently expressed in Australian culture. Gerroa proved to be an inspirational spot! We found that marketers of wellness products should bear in mind that there are at least 4 different interpretations of what this word and concept mean swirling around in Australian material and visual culture.

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Semiotics the Problem Child of Qualitative Research

I had great fun talking to Kevin Gray and David McCaughan on their MR Realities podcast about Semiotics 'the problem child of qualitative research'

You can listen to the full podcast Here


What did you gain from this podcast? Do you think that culture does your thinking for you? Is semiotics really the problem child of qual research? I'd love to hear your feedback!   Contact Sue on This email address is being protected from spambots. You need JavaScript enabled to view it.

Why services are different

Back in the mists of time when market research began, most research projects were about products. I know that in my early days as a researcher, I spent a lot of time researching jam, beer and insecticide!

Researching products is a one-sided affair: we want to know how the person buying or using the product behaves. We can't ask the product about its experience...

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What should we do with all these images?

So much of consumer-based qualitative research these days is about visual imagery. The researcher may take their own photos or collect documents, packs and products during the fieldwork. For many projects we ask participants to upload photos, collages and videos.

The question is: what do you do with it all? You could just count them I guess, but that misses the whole point of qualitative research, which is about exploring and learning about some one else's life.

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