Qualitative Research

Our approach to Qualitative research is like our approach to all projects. We take a pragmatic view and recommend a plan of research that will meet the needs of our clients. These often include both Quantitative and Qualitative elements in the same study with the Qual being used to probe and illuminate particular information needs. We use a full range of techniques including Groups and Depths as well as In-store Intercepts, Accompanied Shops, pantry/freezer audits, ethnography.

Qualitative research allows us to dig deeply into the mindset, motivations and drivers of behaviour. We design and execute Qual research in the context of what we already know about consumers, brands and retail interactions to ensure that sensitive and relevant research yields findings that can drive decision making.

We have a dedicated team who conduct Qual research, all of whom are also Quant practitioners, bringing a holistic view to the research we design and conduct.

To find out more, contact Andrew Grant on 01223 492053