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The crested Bellbird is our symbol. It is a native Australian bird with a  beautiful and distinctive song that can be heard across long distances. Similarly you can be assured that our excellently-crafted research will have long-lasting impact for your organisation or brand.

 


 

The Art of the Long Interview

We use the 'long interview' qualitative research technique in our research when we want the people we are talking to to think and not just tell us the first thing that comes to mind. Here are some tips on how to conduct long qualitative interviews.

What is a ‘long interview’?

A long interview is a one-on-one interview that takes at least an hour and is conversational in style.  Some IDI’s (individual in-depth interviews) fall into the ‘long interview’ category, but only if they are conversational and – it has to be said – long.

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Qualitative Analysis Skills: A Primer Part 1

What does it mean to have an ‘analysis plan’ for qualitative research?

When you have an analysis plan you know who will do what and how you are going to deal with the information.

  • If you have several researchers working on a project, is everyone going to analyse their own interviews or groups independently or will you delegate it all to one person?  
  • Whether you are going to share the task, or if you are doing it all yourself, you need to know the answers  to questions like these

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The Power of Thinking Frameworks

What do you do when you really need to understand something? You need to think. Off the cuff, off the top of your head gut instinct is not going to work if you have a complex problem to solve. One great way to do that is to take the thinking frameworks created by people (like us) who have solved similar problems before.  The framework summarises a wealth of experience into a system of thinking that can be easily followed. This is not short-cut thinking; it is it taking advantage of the thinking that others have done.

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Forget focus groups for testing written communications. Here's what to do instead

It has never been so important for brands to write clearly and effectively to their customers, yet the techniques most research agencies use to test written communications have not kept up with the times.

Many clients still use focus groups, because that is how they have always tested advertising. 

I love focus groups, but here are three reasons why we need to test written communications such as brochures, websites and correspondence individually, not in groups.

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