• Insights into customer experiences through the stories customers tell

  • Insights from conversation-based qualitative research

  • Sensemaking: a naturalistic way to understand decision-making

  • Bringing linguistic expertise to consumer testing

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Boutique research.agency. Original thinkers. Social science background


    Highly-skilled qualitative and quantitative researchers working to high ethical standards. We design, conduct and and analyse business-to-business, government-to-business, government-to-citizen and business-to-consumer research.

    We are original thinkers whose insight comes from our training in psychology, linguistics, sociology, anthropology, and semiotics. We design our research based on our knowledge of what people do, how they talk, and how they think and feel. 

    Our sensemaking insight: we can understand the needs, drives, perceptions and attitudes of consumers, customers, stakeholders, citizens, and business decision-makers if we recognise that they are trying to make sense of their experiences.

    We are document testing experts.  We use our unique blend of linguistics knowledge, research expertise and skills in plain writing and information design to help organisations test business, regulatory and technical documents and forms.  

To make sense of the 'voice' of a brand or an organisation, we realised that we needed to go beyond primary research and draw on our academic heritage in linguistics. So, we developed a desk-based discourse analysis tool called Syllabell  to diagnose your brand or organisation's voice using your existing written material like websites, letters, annual reports and newsletters. 

Syllabell diagnoses how your organisation or brand communicates through language - its 'linguistic palette'.

It is also a quick way to define your competitive context through analysis of the language used on competitors' websites or social media. 


See to our Resources page for our new ebook on discourse analysis



Case Study - discourse analysis of websites

Our client is planning to relaunch a significant part of their business. This client is a not-for-profit organisation with a small research budget. We are conducting an online survey to gauge customer motivations for them but there is insufficient budget to conduct any exploratory qualitative. Therefore, we conducted a discourse analysis of all the websites of a range of similar organisations worldwide. This analysis clearly revealed two very different ways to communicate the benefits of the new offering. We then tested these two ways to communicate in the survey.


Visit our Resources page for free books and webinars on these topics.

Tags: Semiotics, Discourse Analysis, Ethnography, Hybrid methods, Language

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