A key method for capturing opinions and attitudes towards products, services, advertising, packaging and more. Our highly-experienced researchers get under the skin of an issue using traditional and online groups, and a topic guide to ensure the discussion meets research objectives. Focus groups allow us to go beyond a standard answer and reveal the nuanced understanding of a market. We use homework tasks, stimulus materials and projective techniques to ensure the insight gleaned is invaluable.
Our researchers use depth interviews in situations where a one-on-one setting allows for better access to audiences and topics such as hard-to-reach groups and emotional or sensitive subjects. This method focuses not just on verbal cues, but also body language, tone of voice and other triggers in order to steer the interview. By taking time with each individual respondent we get to the heart of the matter.
Our observation method provides a 'reality check', giving context to results from depth interviews and quantitative surveys. By observing consumers or other audiences in a natural environment we provide enormous insight in a short space of time by contextualising and verifying the reported behaviour of an audience.
Community Immersion Days
We get to the heart of the matter by sending qualitative researchers into a community for the day to conduct a mix of observations and short depth interviews. This technique consistently provides a thorough understanding of the lives of a specific demographic by conducting research from within their community.
The flexibility of this technique makes it particularly useful for public sector research and advertising creative testing as researchers can do anything from approach people on the street for a short interview, to hiring a community centre and inviting participants to take part in a longer process.