“This approach helped us develop a marketing strategy that has impacted not only our communications but how we do business.”
~ Executive, academic hospital.
Our creative qualitative research methodologies tap into respondents as people. We shine at projects where you are looking for new ideas and insights, better communications, new products/services.
Our work focuses on:
What’s different about the approach?
1. We ask consumers to use their whole brain. Neuroscience teaches us that people first make decisions emotionally. In fact, they respond emotionally in milliseconds. Then they rationalize those decisions. We use tools and exercises that uncover emotional as well as rational responses.
2. We build qualitative around exercises, not Q&A. That’s because exercises engage participants on a deeper level than the more traditional Q&A format. We create exercises tailored to your project that allow participants to access and express their intuitive and emotional selves as well as their rational selves. Our liberal use of collaging, story-telling, play-acting and metaphor requires both reflective and generative thinking. Responses are more genuine, more comprehensive, and richer.
3. We engage your team in processing the experience. Qualitative research is personal. Ideally the client team is closely engaged with designing the approach and processing the results so they can make decisions that feel right and energize the team. We build in up-front brainstorming sessions and post-research debriefing to align your team around results and next steps. We use techniques culled from creative thinking to ensure client meetings are engaging and produce consensus and a desire to act.
4. The “create/debate” twist. Create/Debate groups up the ante on engagement, highlight how different segments think and what ideas are persuasive. Imagine having two sets of groups being conducted simultaneously, using two moderators, in two different rooms. Groups create collages depicting their point of view and then merge into one group to debate and determine the winning set of ideas. It’s a perfect methodology for product/service development/co-creation, messaging strategy and even communications optimization.