Research about emotional, sensitive or challenging experiences
We specialise in conducting research on sensitive or difficult topics, such as talking to victims of crimes about investment fraud or burglary or assault; or with people who have been denied welfare; talking about aging, talking to women about their fears about pap smears; talking about illnesses like diabetes, and the things that embarrass them like facial scarring. We have a particular interest in personal care - such as skin care or health products - and wellness.
We research issues that individuals or organisations are finding difficult. This ranges from research with victims of fraud to helping an organisation gain employee support for a new customer-focused policy. Our understanding of language has been enormously beneficial here.
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.