Ad Hoc Qualitative Research
Exploratory, ad hoc research is a great foundation to many research and business challenges. With over 30 years experience in this field across communications, brand strategy, new and old product development and social research, we are have the experience to confidently design, conduct and deliver a range of qualitative methodologies, either in isolation, or in combination with our proprietary off-the-shelf studies. These include:
In-Depth Interviews
In-depth interviews allow for a comprehensive exploration of individuals thoughts and feelings regarding a specific topic, product, or service.They provide a deeper understanding of specific behaviours, perspectives, motivations, and emotions. They can be useful for providing deeper behavioural insight in complex, personal and senstitive topics for both business-to-business (B2B) and business-to-consumer (B2C) perspectives. They can be conducted in person or online, or in store with shoppers.
Online Forums
Online forums are discussions which take place in the digital space where individuals can engage in discussions, share experiences, and exchange information on various topics, typically over a number of days. They allow us to bring together sometimes diverse groups of people from a range of geographical locations to participate in discussions and tasks including projective exercises, direct questioning, diaies/journals and more. They are an incredibly flexible tool that allow us to incorporate diary, shopper, media behaviours and get detailed feedback on stimulus, mock ups, designs and territories.
Group Discussions
Group discussions are a favourite method for going beyond the rational and superficial. The dynamic and fluid nature of group discussions often allow us to shed new light on old and new problems alike. Discussions are designed and guided by experienced moderators who encourage participants to share their thoughts, feelings, and experiences in a relaxed and informal setting. The interactive nature of group discussions allows for deeper insights into participants' perspectives, motivations, and concerns, leading to richer and more nuanced findings. The dynamic of group discussions allow us to move beyond the rational, to understand more emotional and system 1 responses. Groups can be conducted in person or online.
Anne-Marie Moir
Co-Founder
Anne-Marie is a classically trained qualitative researcher with over 30 years experience. She has a Bachelor of Business in Marketing and Applied economics and has conducted well over 1000 focus groups in Australia the UK and from time to time in New Zealand and Asia.
Anne-Marie has always been interested in technology and innovation. She is one of the pioneers of innovation in qualitative research Awarded by ESOMAR at the AMSRS Conference for a paper titled 'Can AI improve the speed and quality of analysis in qualitative research?' and joint winner of TRS 2022 Best Paper "72 hours to Deliver"
Qualitative specialties: Creative advertising development and evaluation, branding, new product development, advertising and communications development and testing.
Expert Consultants and Freelancers
Through 30+ years of experience we are connected to a small number of great qualitative and branding experts. We can put together a team of industry experts for fieldwork, analysis, reporting and strategy roles.