Qualitative Services

We offer a comprehensive range of services to choose from:

Qualitative research is a core area for us – you name it we do it!
 

• Focus groups, standard, extended, re-convened
• Depth interviews, standard, extended, re-convened
• Depth Works, also known as Hall Tests
• Observational/ethnographic studies
• Immersion depths
• Workshop or ‘iterative’ sessions - ask us about our Trojan Horse approach 

Focus groups, standard, extended, re-convened

The focus group method is the most common qualitative approach. Conventional group formats comprise 8 respondents convened for a guided discussion for under two hours.

The group format is not set-in stone and we suggest variations as appropriate: smaller sessions, split sessions, re-convened sessions, extended workshops and client immersion sessions. The group format is often viewed as 'staid' in light of new technologies and channels of feedback. We believe the format is and always has been as good as the researchers undertaking the project. We believe the focus group methodology remains an important tool for garnering ideas about products, services, packaging, or concepts. They deliver access to your target audience!

Depth interviews, standard, extended, re-convened

Depth interviews – or face-to-face interviews – are typically employed when dealing with sensitive or esoteric topics. They involve only the researcher and respondent, where the focused opinion of the lone individual is required.

The interview can be more fluid and holistic – generally taking place at a respondent’s home or local venue. With the benefits of new feedback channels we have developed a more fluid and collaborative approach to depth interviews. We can have a number of discussions over time, for example, through a service experience. In a recent project, we completed a number of sessions with patients about to have elective surgery. They completed a diary through their expereince (written and video) followed by a further face-to-face interview post their operation. We believe this experiential approach results in richness of data but within the rigours of traditional research.

Depth Works, also known as Hall Tests

Hall tests are a very useful research tool, often overlooked nowadays. They are fast, generate significant qualitative samples, very flexible and cost effective. Hall tests are particularly suited for tactical checks on communication, packaging or product. Equally they offer an opportunity for initial exploratory testing without commiting to higher cost options.

Hall tests comprise a series of interviews conducted in a central venue such as shopping centres or local community centres. The target respondents are usually recruited spontaneously from the High Street, often reaching people who would not filter through to mainstream groups. The venue can be utilised flexibly – we’ve tested new radio station concepts, advertising, packaging and campaign materials. We often incorporate filming to produce ‘vox pops’ - hearing and seeing your target audience.

Observational/ethnographic studies

What we say is often at odds with how we think, feel or act. Sometimes this is by choice, other times it is a consequence of poor diction, rambling thoughts, inaccurate memory or conflicting emotions.

Ethnographic films offer a remedy to this. Shot in a documentary style by in-house research ethnographers, such films study that which is outside of language; observing what people do, rather than just relying on what they say. They focus on environments, behaviours, attitudes and lifestyles, which can disclose new insights that subjects may not be capable of articulating for themselves or indeed even be conscious of.

Apart from being an engaging and highly accessible footage, ethnographic film has established itself as a legitimate tool for analysis. It is particularly useful for fleshing out what makes the respondent ‘tick’ and explain why they hold the views that they do. It can be used as a standalone methodology or as an extension of one or more of our other techniques. We believe when used sensitively we can bring to life the 'unsaid' or 'unsayable'.

Immersion depths

A new and exciting service. It involves the researcher spending extended time with a respondent. This immersion works extremely well for complex studies of peoples’ lifestyles. These sessions involving a number of stages with extended periods of filming. This method is truely open-ended allowing the respondent to take the lead and reveal 'their world'.

Workshop or ‘iterative’ sessions - ask us about our Expert Review product

An expanding area of our project work.

We recognise that many clients wish to become more involved in the research process, engage with their target audience.

We have developed a format called 'Expert Review'. This involves staging workshop days with clients immersed in initial focus group sessions, followed by an analysis session, drawing together thoughts and recommendations. We find clients are energised by these sessions and they fuel greater creativity and application of the research findings. They are useful for a wide range of issues spanning communication development to product or service exploratory research. Are you interested in getting up close and personal with your target audience?