QUALITATIVE RESEARCH
Qualitative research helps you explore the world through the eyes of your customers and is a great way to ensure that you understand how they feel, what they want, their current frustrations and struggles. This in turn, helps you to develop a proposition that addresses the hopes and dreams of the customer.
Our team of expert and dedicated qualitative practitioners utilise a combination of innovative and traditional methods to ensure that we address your business and research objectives and are able to provide actionable insights and recommendations.
NPD Co-creation
We love the thrill of the innovation journey, going from the inception of a product or service and working in close partnership, through multiple stages until we have jointly developed a truly outstanding proposition.
Pack and design evaulation
Working in partnership with our Pack team, we have vast experience of exploring how your pack design addresses your intended goals and where necessary, how it can be optimised to meet your goals.
Shopper Understanding
Working closely with our shopper experts, we have decades of experience of exploring the path to purchase of your shoppers, be that full shopper journey mapping or more tactical in-store execution evaluation.
Comms Testing
We have a range of qualitative comms testing tools that can help you along your comms development journey, from identifying the optimal strategy to providing optimisation guidance on developed executions.
Early stage proposition exploration
From ethnography to Iterative Co-Creation, we have a range of tools that allow you to explore a new territory, identifying the white space that exists and understand how your brand can best exploit this.
Capturing attitudes and behaviours
Full range of qualitative and quant methodologies that can be adapted
Consultancy & Support
Providing longer term support to apply the thinking and solution creation over time.
HOW WE APPLY THE SCIENCE
We start by considering the approach that will stand the greatest chance of replicating the real-life scenario that we are discussing, for example research about equity-release would take place in-home or about beer would be best in a pub. We then turn to considering how easily our questions are to answer and whether there are clever techniques in terms of pre-tasks or projective and enabling techniques that could be used to get us to the heart of the truth.
Post research we have a rigorous process of collaborative content analysis which ensures that we get as much rich insight from our data sources as possible. Across this journey, we work closely with our BeSci colleagues to ensure that the best practices of behavioural science are embedded in the design, execution and analysis of the research.
Interested in how to understand people better? Give us a shout for a introductory session
Understanding people around the world to create new global packaging.
We know that around the world, different colours and images have different meaning and impact. Therefore, Cadbury tasked us to find out how they could move Cadbury Dairy Milk’s brand personality into a new territory that would work across the globe, while ensuring this global consistency did not come at the detriment of local nuances.
Everyone was really happy with the outcome. Having one supplier conduct both stages of research was invaluable and the qual and quant teams worked very well together to paint a complete picture. Both teams were involved in the learnings at every stage of the research and it added a huge amount of value to the overall process. We would definitely do this again.
ZOE AITKEN – GLOBAL INSIGHTS MANAGER, MONDELEZ INTERNATIONAL
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