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Have you ever hugged Christmas? How to get more out of qualitative research

Does it really matter how you conduct qualitative research, as long as you do it right?  No not really. There are all sorts of good reasons to use all the current qual methods including ethnography and social media analysis.

The real insight comes at the analysis stage by using the right kind of analysis. Though this varies a little from country to country, from an Australian perspective there are five different types of qual analysis we can do, each one giving a different insight.

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Solving complex problems with sense-making

“You never really understand a person until you consider things from his point of view.. Until you climb inside of his skin and walk around it”  

-  Harper Lee

Sense-making is a new way to think about how to research complex problems. It does that by focussing on how people ‘make sense of’ concepts, communications and marketing offers of all kinds.

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How people talk in online qual – it’s all about the moves!

Qual research is all about talk

The debate about online bulletin board qual and face to face qual usually focusses on the technology – whether it is available, and whether or not the target market is comfortable with the method. Some are and some aren’t is the short answer. 

 

What is more interesting to me is how to moderate with each method so we get the right result. Since so much of moderating, especially online, is talk, I have had a look at what we know about differences in how people talk online and how people talk face to face. And not just how they talk, but how they talk to each other.

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Sense, senses and sensibilities

Since 2015, we have been developing a framework which captures the style of work we do here. I thought I would explain where this idea came from:

 

So many mainstream research agencies offer the same thing -  quant and qual and 'actionable strategic insight'. Talk about boring. All the researchers working with Susan Bell Research are generalists, and we like conducting quant and qual research of all types and (blush ..) have the skills and strategic nous to do it, but saying 'we are good at quant and qual and strategic insight' is as exciting as a restaurant saying 'we sell food'.

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