Qualitative research

Opinions and experiences are the lifeblood of market research and we love talking to people about what matters most to our clients.

We give respondents a safe space to share their unique perspectives – allowing us to uncover the intricacies of each research problem. Depending on the objectives and audience, we harness one or more of the following methodologies – often alongside quantitative techniques to explore both depth and breadth:

  • Focus groups and workshops (face-to-face and online)
  • Interviews (telephone, face-to-face and online)
  • Online communities
  • Co-creation workshops
  • Customer-journey mapping
  • Ethnographic studies
  • Mobile ethnography
  • User-testing and website evaluations
  • Service design

After gathering responses, we use analysis software to draw out themes, groupings and nuances in order to write targeted commentary and recommendations.

Recruiting the right people

We have expertise in recruiting the most suitable participants, including educators, academics, students, parents and professionals. We also have our own GDPR-compliant research panel, with more than 50,000 members, which gives us a bank of engaged respondents to approach with relevant projects.

We are experienced in designing and conducting research with children and understand how to make them feel comfortable and confident in participating, while strictly protecting them and their data. We are committed to ethical research and all our recruitment adheres to GDPR and the Market Research Society Code of Conduct.

Providing a safe space

Our experience in the education and training sector allows us to speak the same language as our participants, understand the challenges they face, and provide informed recommendations based on their feedback.

We have the flexibility to run focus groups and workshops across different UK and international locations. All of our focus groups are run by trained moderators, who are experts in creating in-depth guides, putting people at their ease and steering discussions to effectively address a wide variety of research objectives.

Listening to the world

We carry out international education research through online focus groups, but can also send trained moderators to global locations. We have vast experience in recruiting international respondents and our multi-national telephone interviewers conduct research in over 18 languages, including French, Spanish, Portuguese, Arabic, Urdu, and Mandarin.

Example qualitative case studies:
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