Highly skilled and experienced

ANALYSIS

• It’s iterative from the go. We analyse, modify, adapt and build on our hypotheses as soon as we start interviewing.
• We take a systematic approach to analysis: Heuristics, thematic and content analysis.
• Language analytics.
• We acknowledge our own biases and potential interviewer influence.
• We interpret not just describe our findings.

INSIGHTS

• Our aim is to provide meaningful and actionable insights that give you clear understanding, can make a difference to your consumer activity and provide a pathway for what to do and where to go from here.

DESIGN

• We put a lot of thought into study design: why, who, what, how and when.
• We consider the broader context of what might be influencing the topic and audience.
• We consider appropriate models of thinking.
• We consider all qual methods, on their own or combined, e.g: on-line or in-person focus groups, in-depth interviews, bulletin board, ethnography, observation or Qual AI.

INTERVIEWING

• We always look beyond the surface for deeper meaning and underlying significance.
• We use interviewing skills built over many years.
• We incisively probe and ladder what we hear, see and sense.
• We use our toolbox of projective, image, storyline and other techniques designed for delving deep into emotional and hidden territory.