We specialise in research about emotional, sensitive or challenging topics

We help our clients get back in touch with the humanity of their customers, especially customers who are in difficult on challenging circumstances such as

  • victims of crime such as  investment fraud or burglary or assault

  • people who have been denied welfare

  • people worried about and fearful about ageing, pap smears, illnesses like diabetes, and the things that embarrass them like facial scarring.

We base our research design and analysis on our unique 'Sense-making framework' which combines insights from psychology, sociology, linguistics and behavioural economics.

How we do it

Sensibilities research often needs to be conducted after the fact, as a Reflection rather than using standard 'journey research' tools like mobile ethnography.  We custom-design projective and expressive techniques to help people recollect and reflect.

Who we do this for

Government and not-for-profit organisations, and for product manufacturers or service providers who help people with sensitive or difficult problems;  personal care and wellness companies.

Case study  - revealing sensitivities through language

Emotions drive decision-making for many products and services. Some emotions are obvious, but others run deep and are often complex, so we use a range of techniques and methods to help people explain how they feel. One of our insights has been to focus on the metaphors that people use. For example, some people who took part in in-depth interviews with us with frequently used 'building' metaphors to explain how they had been treated by a service provider- they had been 'screwed', and 'pushed around' - effectively telling us that they felt they had been treated like objects, which in turn made them passive. 


Tags: Emotions research, Sensibilities, Government research, Social research, Not-for-profits, Personal care, Wellness, Ageing

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