We understand that numbers don’t describe people. Or what people think. And why they think it.
These are pretty important gaps to fill in an organisations understanding. There are times when only intelligence will do – the times when you really need to know how and why customers react the way they do. That is the intelligence we provide. That is the gap we fill.
We believe that the true value of Qualitative Research comes from the interpretation of the findings. Skilled and experienced moderators who really understand customers and their motivations are the critical component of actionable research. Only then can customer understanding be said to be complete. For that reason, we make our moderators available for debrief meetings and follow-up questions, so that the value from the research project is truly maximised and the lessons are fully absorbed.