Our approach to qual    

Qualitative research is all about listening to consumers’ views and using a range of approaches to help them tell their stories.

Our qual team draws on years of experience to tailor an approach to your specific needs, delivering clever but comprehensible and useful insight, presented in a way that inspires your team.

Of course we offer classic groups and depths, conducted in home or in viewing  facilities and they are often at the core of a qual approach. There are few targets groups or topics that we have not tackled over the years!

Online research has more of an established role in quant than qual, but online groups can be a great addition to the mix in some instances and online communities can feed into the research process and help evolve and shape new ideas over time. We run our own community – Engage Brain – to help us keep in touch with new consumer thinking.

Ethnography can really help us get to grips with consumers’ lives, and we spend a lot of time hanging out with respondents as they chat, shop, and get on with the tasks that make up their everyday lives. We can also mobilize consumers to do some of the work for us – blogging, keeping diaries and sharing photos and video footage online.

  

Semiotics has a scary reputation but this often has more to do with how it is delivered than the content. We do semiotics in a clever but clear way, looking at brands, categories and communications to create highly accessible and actionable outputs.

Our Evolve Creative approach tackles the thorny issue of creative development where research is often brought into the mix too late, stimulus is rushed and pressured creatives are defensive. Instead of being inspiring, it becomes a stressful and reactive process. By applying some of the approaches more commonly seen in early stage NPD, we can create a more stimulating and successful experience.

We believe very much in involving clients throughout. The fact that the same senior Engage team designs, executes, analyses and reports on the entire process means that things evolve seamlessly. We can bring a rich and broad perspective to bear and take our clients further along the qualitative research journey.