Research Tools

QualitativeQualitative research is in-depth research concerned with the explanation and understanding of human motivation, attitudes and behaviour. Unlike quantitative research, it focuses on understanding the ‘whys’ and ‘hows’ of human behaviour as opposed to ‘how many’.

Some of the innovative methodologies and techniques our skilled researchers use to dig deep and rummage around in the attics of peoples’ minds to explore their latent motivations and expectations include:

  • Focus groups (using techniques such as product sorting, balloon completions, photo library, story telling, paired comparisons, and wish listing)
  • Mini-groups
  • Dyads (including friendship pairs)
  • Triads
  • Ethnography
  • Mall Intercepts
  • Taste tests


Quantitative research is larger scale survey work concerned with measurement and description. It focuses on cataloguing the number of people who behave in a particular way or hold certain opinions to establish how widespread the behaviour, attitudes and opinions are.
The most critical part of a quantitative research study is questionnaire design. We are skilled at designing questionnaires that maximize respondent interest and minimize frustration while obtaining the insights you need to make better decisions.

Some of the methodologies we use to quantify behaviour include:

  • Telephone surveys
  • Mall Intercepts
  • Mystery Shopping