The methods we use





We use a diverse mix of traditional and contemporary methods, both online and offline. We use direct, projective and implicit techniques.

We have expertise in all the major qualitative and quantitative methods. We often use hybrid methods. A feature of our work is that we avoid simplistic generalisations about method. For example, sometimes, focus groups are the right method and the sometimes the wrong method. The same is true of all methods.

We know that insight comes from a mix of direct, projective and implicit techniques.  Implicit techniques include activities and tasks, observation, semiotics and discourse analysis.

We are currently exploring social media analysis and text analytics.  


Read more about our methods here:

Quantitative research

Qualitative research

Semiotics and discourse analysis



Tags: Qualitative Research , online qualitative, Implicit, Projective, Quantitative Research