Consumer
Qualitative consumer research… it’s clunky, anachronistic and unable to tell any kind of truth about motivations or behaviours. And in any case, AI can do it for us.
So say some of the new gurus. But marketing is a business of human relationships. And we believe that talking to- and observing people directly has never been more valuable.
This is why we offer conventional qualitative approaches, with pride.
That includes group discussions, visits to consumers (aka people) in their own contexts, auto-ethno and others.
We’ve designed and moderated hundreds of consumer encounters, in studios, in homes, in cars and on beaches; in the UK, in the US, in Africa, in Asia and in Latin America.
And our clients value greatly our ability to develop strategic points of view on these.
Our guiding principles:
Consumer response is not necessarily the truth. But it’s a great springboard for strategic decision making
Great qualitative questions and considers what it hears - critically, intelligently, deploying imagination and contextual understanding
Great analysts always look behind the response to understand the cultural forces informing it, and what it implies for the brand or communication in question
Great moderators win the trust of the people they speak with; and they do so very quickly
Great qualitative interrogates everything: not only the consumer, but her contexts, the stimulus, the brand and the brief
Hard data almost always benefits from a qualitative-mindset critique