Qualitative Research Specialists

Qualitative research methods allow agencies and clients to get a more thorough , deeper and more colourful understanding of the issues being explored. A simple ‘rule of thumb’ is that if a question is pre-fixed with “why” or “how” then it tends to be qualitative, whereas a “what”, “who” or “how many” would tend to be quantitative.

As societal and technological changes influence the way in which consumers converse and interact, so should research agencies and clients reconsider the ways in which they consult and disseminate. Ci Research is passionate about ensuring qualitative research methods reflect modern society, and we’re always looking for new and better ways of generating rich insights as cost effectively as possible. Modern qualitative research means more use of technology (often through mobile devices), more hybrid techniques (reflecting multiple channels of communication) and more co-creation (as consumers become more marketing savvy and aware of what organisations are trying to achieve). Qualitative techniques typically employed by Ci Research include:

• Focus groups, mini-groups, conflict groups, reconvened groups, workshops, mutual-understanding sessions (groups may include projective techniques and be preceded by homework exercises, diaries, etc.)
• Research carousels, research events (a one day research event perfect for covering multiple issues with multiple stakeholders) Depth interviews, paired depths, tele-depths
• Accompanied shopping trips (ASTs), roadshows (visiting multiple retailers)
• Observation and intercepts, vox pops, shopper insight films
• Ethnography (flexible research in real-life contexts and on the terms of the participant, involves greater empowerment, multiple meetings, and multiple channels of engagement)
• Online focus groups, online communities (an interactive consultation forum, a ready-to-use sounding board for clients to dip into as the need arises. Communities change the way clients listen to their customers – customers that are continually on hand to share an opinion)
• Mystery shopping (using either professional mystery shoppers or ‘tasked’ consumers)

As well as requiring expert moderators and facilitators, quality qualitative research requires sophisticated and intelligent analysis and interpretation. Where relevant, Ci Research sometimes invites clients to participate in the analysis process for qualitative research, particularly when developing segmentations. We also use audio and video clips in order to bring the insight to life for our clients (podcasts and summary films).

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