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 / survey methods, which we use alone or mix and match. A feature of our work is that we avoid simplistic generalisations about research 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, indirect questions including projective and implicit techniques.  We use direct questions when we know that our participants can tell us the answer, for example 'how old are you?'. We use indirect questions when we know they can't, for example what motivated them to act in a certain way.

  • Projective techniques include drawings, mood boards, and third-person questions
  • Implicit techniques include activities and tasks, observation, semiotics and discourse analysis.

We are currently exploring social media analysis and text analytics.  


The work we do

  • Communications testing and audits
  • Customer experience and journeys
  • Product development
  • Packaging development 
  • Service experience assessments
  • Stakeholder surveys


Read more about our methods here:



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