Qualitative research, semiotics and ethnography


Our expertise is in understanding people and the culture they live in.

We focus our research on understanding 'people' - we don't call them 'consumers'. We know how people use symbols to express their emotions and rituals to create meaning, and how they have a drive to make sense of their experiences.  We use qualitative research to find out how people really make decisions and discover why they buy and use your product or service. We reveal how our clients' products and services fit into the rich tapestry of people's lives. 

Our qualitative research methods

  • One-on-one interviews, conducted by phone, or face to face or online
  • Face to face and online focus groups
  • Online bulletin board groups / communities
  • Semiotics
  • Ethnography

We use these on their own or as hybrids - for example one-on-ones and face to face groups; ethnography and semiotics; one and ones and online .....

Please visit our blog posts on qualitative research here

Our qualitative research philosophy

Qualitative research needs to be designed by people who understand people, as we do. We are trained in the social sciences and the humanities. We understand motivations, perceptions, cognitive schemas, and rituals and we appreciate the power of the imagination.  We have fine-tuned traditional techniques such as projective techniques and laddering, make extensive use of implicit techniques such as tasks and observation, and combine that with a sense of excitement about what technology can bring to research.

 Sue is a regular speaker at AMSRS workshops and training courses on qualitative research.



Tags: Qualitative Research , Customer journeys, Ethnography, Hybrid methods, focus groups, online qualitative, customer service, Implicit, Projective

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