Qualitative Research

We conduct qualitative research both as part of wider strategic projects and as stand alone projects. We work to the highest standards for some of the most demanding clients in the world.

We are confident in our quality as we are used to working with other research agencies’ within strategic projects. We are often disappointed by the poor standard of analysis: superficial, missing the important points and recommendations not born out of the findings. We try harder than that.

We use the method that addresses the brief. We do use conventional groups a lot as they are often appropriate but we use various other methods too, from depth interviews to conflict groups to post visit interviews. Often, particularly on insight projects, we use multiple methodologies, and frequently evolve the research approach as we move through a project if themes emerge that require more attention.


We work on multinational projects, UK projects, and single overseas markets. We have worked on all continents. We have recently conducted projects in Mexico, Russia, China and UK.



Examples of our work

(Click on the image to find out more)


Nestle impress us. Of the multinational FMCG businesses it is the most flexible and adaptable, maybe along with Pernod-Ricard.

We were appointed to identify portfolio priorities and define key brand propositions.


Our first publishing project.

Defining audience, brand, and communications plan.

Very successful.


Stella Artois has long been one of Britain’s most successful beer brands. But it hasn’t always been plane sailing. It has gone through several periods of decline.

We got involved during the last one. A repositioning was planned. The ad agency wasn’t sure that was right. They suggested we have a look.


Big initiatives hadn’t resulted in big growth in visitor numbers.

We were appointed to find out why and propose actions.

The Gay Hussar restaurant on Soho’s Greek Street is opposite our old office, but we didn’t visit while we were there. (Hard at work of course.) It is inextricably linked with the Labour Party and the incestuous relationship between politicians and journalists. Michael Foot held his 90th birthday party here and Tony Blair was persuaded to stand as an MP by Lord Tom Pendry here – prophetically at table number 10!