Research that goes places fast
It’s easy to get tunnel vision when you start digging for insight and information. To avoid that, we opt for a multi-faceted approach to research, one that refuses to rely on any single method. This lets us locate discrepancies, corroborate findings, and rule out biases. Better yet, it opens up a rich world of new data and revelations, in turn letting us find inspiration where we would never have expected it.
Here’s just a sampling of the qualitative research methods our experienced researchers use to clarify and further your business opportunities:
Target Group Index (TGI)
TGI, Britain’s most established consumer survey, lets us uncover industry-wide trends and insights on brand usage, motivation and consumption behaviour – allowing us to underpin all our campaigns with credible strategic planning support. TGI is also one of the tools that powers our bespoke shopper planning tool, Multiplan.
We select people whose circumstances, attitudes and opinions will be relevant to your current needs. We create a natural, stimulating environment that encourages them to open up, while crafting questions and discussions that organically lead to the answers you’re looking for. Then we put everyone in a room, give them lots of creative stimulus, and let the magic (well, science) happen.
Consumer Closeness Programmes
What better way to figure out what’s going on in the world of your consumers than to live there with them? Since its creation by Procter & Gamble in the early 2000’s, the consumer closeness programme and its variants have got brands up close and personal with their audiences, helping them uncover rich, practical insights in the process. It’s a hands-on method that we highly recommend – and one that we can tailor to your business needs and budget.
Listening is often better than talking. The equivalent of that in research is to observe before creating models and theories. We use ethnography, that is, the study of people and cultures, to paint a rich picture of the people we’re talking to. Blending traditional approaches with more modern methods that focus on our online lives and social constructs lets us cover the whole range of consumer behaviour.
Sometimes, uncovering insight calls for undercover methodology. Whether that means sneaking into social scenes and activities, or spontaneous shopper exercises in bars, fashion outlets and shopping malls, going incognito gives us a crucial insider perspective and helps us develop a less theoretical – and more honest - understanding of what’s really going in your brand’s ecosystem.