Qualitative research provides in-depth insight by speaking to small samples of carefully chosen people. It’s used to explore issues in a discussive and sensitive way; understanding not only what people think, but why they think that way. We often us it on its own or prior to a quantitative study.

Focus Groups

These moderated discussions are good for gaining a deeper understanding of attitudes and opinions. They usually involve eight people, and last for 1½ hours. As the members of a group inter-relate with one another, we can explore topics, as they’re raised, in a dynamic way.

Depth Interviews

Typically we conduct these one-to-one and face to face; each lasting approximately 60 minutes. They’re characterised by flexible, in-depth, open-ended questioning. The interviews are conversational and sensitive in nature, allowing us to explore issues spontaneously arising. In our experience this format is providing some of the most valuable insights around pro-environmental attitudes and behaviours.

Executive Interviews

Similar in nature and format to Depth Interviews, although conducted in a business or organisational environment. They may focus on complex issues and/or require the researcher to understand technical terminology.

Ethnographic Immersion Visits

This relatively new technique is our favourite. It draws together the benefits of the wider, contextualised understanding offered by ethnography with the more immediate and focused benefits of qualitative Depth Interviews. A researcher typically spends 2-3 hours with a respondent, at their home or place of work. During this time, they explore the broader context of the person’s life and take photographs of their environment, family, colleagues etc. This is shared with the client in a case study format, to bring to life the research in a very compelling way.