We use all research methods

The methods we use are

  • Qualitative research, also called discovery research

  • Quantitative survey- research - also called evaluation

  • Cultural insight - semiotics

  • Discourse analysis, and 

  • Ethnography


Qualitative (discovery) research

We are well-known for our expertise in qualitative research

Qualitative research needs to be designed by people who understand people, as we do. We are trained in anthropology, psychology, sociology, linguistics, semiotics, and marketing and have recently incorporated interaction design into our qualitative research approach. We understand motivations, perceptions, cognitive schemas, and rituals and we appreciate the power of the imagination. 

We have fine-tuned traditional techniques such as projective techniques and laddering, make extensive use of implicit techniques such as tasks and observation, and combine that with a sense of excitement about what technology can bring to research.

Most of our qualitative research is online, but we use face to face methods when we can, and it is appropriate.

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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

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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