Ask Joe Public
Qualitative Market Research, London, UK
Immerse yourself into your customers' world
BESPOKE AND RELEVANT QUALITATIVE RESEARCH APPROACHES
Of course, anyone can ask questions - right? But there is an art to great qualitative research. It is about having the knowledge to identify the ‘right’ audience, employ the most appropriate methodology, generating an authentic and honest customer dialogue, and build a business narrative for your brand.
We offer a range of face-2-face and online methodologies to enable you to engage with your audience and best address your objectives, timings, and budget.
We see our clients are individuals, and we believe that their projects should be treated the same. All projects and outputs are designed to fit your specific needs and provide the best solution for you and your team.
COVID-19. Due to current social safety measures and our care for participants, our approaches have successfully moved to online, where we continued to gain a similar depth of understanding to face-2-face scenarios.
Our Methodology
Focus Groups
Focus groups or group discussions consist of 4-8 participants and are the most popular way to engage with consumers, especially when feedback on ideas or products is required.
They enable participants to bounce off each other as well as potentially work individually or in smaller collaborative groups.
Depth Interviews
Depth interviews are most often individual interviews [IDIs], but can be paired with someone else, such as a friend or family member.
They are generally used when more detailed behaviour is needed or when exploring more sensitive information that people may not feel comfortable sharing in a group setting, such as personal finance or health.
They are also conducted in a retail environments to explore purchasing decision making and brand communication.
Intercepts
Intercepts are short, often no more than 10 minute interviews that are conducted on the spot and require no pre-recruitment.
They are ideal for obtaining ‘in the moment’ responses.
Online Bulletin Board
An online Bulletin board is an forum that participants log into to answer questions and carry out tasks. Moderators will interact with participants as they work through questions online Bulletin Boards.
Participants can engage at times that are convenient for them and upload images, videos, or other files to support their thoughts.
Interactive
Workshops
Workshops are multiple moderated interactive sessions to dissect and generate ideas and condense thinking.
They are longer sessions, normally day-long and may involve a combination of consumers and client teams.
Video Footage
Video footage covers several options including footage that is professionally shot and edited by an experience team, moderated soundbites or remote consumer-generated footage undertaking specified tasks.
These are great ways of bringing consumer-commentary to life and can be inserted into presentations.
Ethnography
Ethnography or Observational Research allows you to enter your customers’ world and explore conscious and unconscious behaviour and how they interact with products.
For example, this could be how they hold, store, or use a particular item or behave in a particular setting. This can be pre-arranged with individuals or friendship pairs/ groups or undertaken covertly.
Diaries
Diaries are usually a preliminary task prior to participating in the face-2-face or online moderated research session.
It can be beneficial of you want to explore individual responses and track behaviour and/ or emotions over a set period.
