We conduct advanced qualitative research.  This means that we use conceptual models to drive our thinking, including our sensemaking model of decision-making, and symbolism and ritual models or consumer behaviour.  We frequently use a mix of qualitative research methods including semiotics and ethnography.    

Our qualitative research gives clients a deep understanding of people and the culture they live in. We focus 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 have conducted qualitative research for financial services, disability, technology, and arts organisations, food and drink companies, and many others. Our researchers are senior, experienced researchers, fluent in qualitative methods. Sue is a regular speaker at workshops and training courses on qualitative research.  

We use: one-on-one interviews - phone, face to face or online; Face to face and online focus groups; Online bulletin board groups / communities; Semiotics; Discourse analysis; Ethnography;  

We understand people. 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 make extensive use of projective techniques and laddering,  as well as implicit techniques such as tasks and observation, and combine that with a sense of excitement about what technology can bring to research.