Brandspeak provides face-to-face qualitative research to both small start-ups and truly global organisations.
Our main formats
Focus groups and mini groups
We love focus groups! They are great for reviewing brands, concepts, products and services, advertising and other marketing communications, as well as customer experiences.
They are also our go-to qual methodology when we need to understand the target audience’s thinking at both sub-conscious (System 1) and conscious (System 2) levels.
Depth interviews and paired depths
Depth interviews (or IDIs) are often best when more sensitive subjects are being discussed, when it’s just not possible to convene focus groups, or when undertaking B2B qual.
And when it comes to subjects like home finance, house purchase or holidays, we’ll often recommend interviewing the decision-making couple together, to ensure we get the full picture.
(Paired) depth interviews are typically conducted in viewing facilities, hotels, homes, offices and other places of work and leisure.
We often conduct research in the location that is the subject of the study.
For example, when we needed to understand how families snack at home we spent several weekday evenings and Saturdays dropping-in on different families, to watch, listen, ask questions – and conduct pantry audits!
And when we were asked to help re-position a themed bar / restaurant, we spent many happy hours with drinkers and diners in both the client’s and competitors venues up and down the UK, understanding perceptions, issues and opportunities.
Drop-ins can add vital context to a qualitative research study.
These involve clients and customers collaborating together in task-oriented, moderated sessions in order to develop more rounded brand solutions.
We’ll often take a number of concepts, explore and evaluate them, identify the strongest and then work those up in to a more finished state.
Different, creative tools, approaches and stimulus materials are used to both guide and inspire participants.
Observed / accompanied ethnography
Ethnography refers to the study of human behaviour, either through remote observation or by accompanying subjects as they undertake specific tasks.
During accompanied ethnography session, we interview subjects about the nature of their experience, either as it is happening, or afterwards.
For more on our ethnographic research (including mobile / self-ethnography, offer please visit our separate Ethnography page.
When it comes to the more complex B2B research projects (e.g. medicine, engineering, investment or IT) we can access even the most hard-to-reach subject matter experts.
And whilst we are generalists, we’ve never come across a research subject that we haven’t been able to tackle on behalf of our clients (and that includes robotics!).
The following research approaches can also include a significant qualitative element:
Intercepts are most often used to ‘intercept’ and interview customers about an element of the brand experience they have just had – in relation to a shop, restaurant or flight for example.
Intercepts can be quantitative and / or qualitative in nature.
Halls tests are used for the mass evaluation of new products or services and are held in venues typically located in areas of high footfall.
Passers-by are stopped and screened before being invited to participate in the evaluation of (usually) a concept or product. Interviewers are usually on-hand to ask questions, probe responses and upload data via laptops or tablets.
Hall tests are usually quantitative in nature, but can include a significant, qual element too.
Our team comprises all-senior Qualitative Consultants with stellar track records so we aren’t easily fazed!
If you have a hard-to-find sample, we’ll find it.
If your research project has short time leads – no problem. We do 3-day turnarounds and weekend research too.
If you wish to find out more about how face-to-face qualitative market research can help your brand make informed decisions please get in touch or call +44 (0)203 858 0052.