Qualitative Research

Stimulating, listening and observing…

Used alone, or as an integral part of a larger research programme, qualitative research is a formidable aid to understanding and harnessing people's thoughts and needs. Recognising that every research problem is different, we push beyond the basics of depth interviews and group discussions, adopting appropriate techniques designed to stimulate participation and feedback.

Our face-to-face fieldwork division, acefieldwork, has a network of recruiters across the UK and, with the support of a highly experienced telephone recruitment team, we are experienced in recruiting a wide variety of sample respondents, from across the business and consumer populations.

We believe that using a sensitive and empathetic approach is the key to delivering excellence in qualitiative research. All our researchers are experienced in encouraging people from a wide array of backgrounds to talk about subjects that can be difficult, personal or complex. They are experienced in the use of projective and other enabling techniques which elicit optimal results.

We encourage active client involvement as a path to greater organisational buy-in to research recommendations. Our reporting style is flexible, ranging from full written reports to highly creative and interactive feedback sessions, making the fullest use of verbatim comments and other insights emerging from the research including drawings, found objects and short films. We have considerable experience of presenting at the most senior levels with our recommendations often subject to the most rigorous stakeholder review.

“Thanks again for yesterday.  The session was spot on and, as always, your delivery was excellent, crisp and to the point.  It certainly gives the agencies something to work with and I look forward to see the outcome of what they want to test in the sanity focus groups.”

Paul Lodwidge
British Gas