We offer a full suite of qualitative methods.
For each study, we identify the method that speaks to both our client’s business question and the needs of the participants.
In-person methods allow for the most direct access to the respondent's point of view, thoughts, and feelings – through the ability to listen closely, watch interactions, and observe non-verbal cues in real time and with no interference from technology. Participants gain from engaging directly with others who have similar interests, needs, or challenges. We believe in in-person methods: Focus groups and interviews are the cornerstone of our work.
Digital methods have evolved to allow for powerful research in surprising situations: for example, allowing for interaction among respondents who are geographically far-flung, and inviting participants to provide in-the-moment commentary on a shopping trip. It’s easy to show and request multimedia in a digital project. We have found online forums, digital diaries, and other digital methods to be valuable and exciting for clients and participants.
Telephone interviews remain a useful qualitative method, especially for a quick study that requires depth or for participants with busy schedules. There’s almost nothing simpler than a well-managed telephone conversation, and we can easily add a Web component to show stimuli during the call.