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

Three reasons to use qualitative research

  1. Qualitative research stops you falling into the 'assumptions' trap. It helps you see the world through the eyes of your users, customers and stakeholders, rather than assuming you know what they think. 

    One on one interviews give your users, customers and stakeholders the opportunity to express their thoughts and feelings. That means so much more than observing their behaviour. It means listening - or reading - and then using empathy to actively infer what people mean beyond the words they use. 

    While behavioural science provides many general frameworks that will help predict some user behaviour - especially the mistakes that people make - unless you talk to people you will not understand what they are thinking and feeling.

  2. Qualitative research reveals behaviour in social context. Surveys are by their very nature individualistic and context-free. In contrast, qualitative research is all about the context in which people live their lives and the people they live it with.  People are social; they copy other people. 

  3.  Qualitative research teaches you the language that your users, customers and stakeholders use. If you know the words and phrases that your users use, you can create content that talks to and about your users in a way that shows you understand them. 

We are experts in qualitative research

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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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