Methodologies

As a specialist qualitative agency, we have broad experience in a range of qualitative techniques. This includes the mainstays of group discussions and depth interviews, as well as more bespoke solutions developed for each client need – such as rolling depth interviews, client/ respondent immersion sessions and proposition development sessions. In the financial services arena we often develop a mixed methodology approach (taking account of objectives and audience) and may develop new techniques/ variations if we feel they will best meet the needs of the project.

Methodologies used include:

• Group discussions, including:
  • Full and mini groups
  • Extended groups – both in terms of time and number of respondents
  • Reconvened (from groups or another methodology)
• Face to face depth interviews, including:
  • Standard and extended depths
  • Paired depths and triads, decision making units
  • Rolling depth interviews
• Telephone depth interviews
  • With preplaced material
• Reconvening
  • Creating a pool of respondents who embark on a ‘learning’ process, their knowledge progressing as the thinking and development does
  • Mixed methodologies employed appropriate to the research programme
• Previous research summary reports which look for the main themes/ story using a myriad of past research projects to pull out the bigger picture and help maximise value from research
• Client workshops, with or without respondents present
  • Convening and facilitating internal workshops
  • Participation in internal workshops/ development meetings where we are able to represent the voice of the customer
• Proposition development, which involves fast and intense hot housing of ideas. A series of participative group sessions, followed by feedback and developmental work which refines/ sifts the ideas and the resultant crop of refined product/ creative/ brand concepts into a second set of evaluative groups. Immediate feedback, fast and furious work
• Talking heads video