Our Methods

We offer a full range of qualitative research and we work with clients to ensure we match the right method to the project objectives.


A focus group is a facilitated discussion and remains a core method for qualitative research. They are a great way to gain insight and understanding from participants.  A traditional focus group consists of 6-8 people and we also run mini groups of 3-5 people where we feel this is better fit for the subject and project.  Focus groups are used in so many projects including gaining feedback about new product branding and packaging, understanding the service user experience in the public sector, providing feedback from employees about their working lives, understanding why people donate to charity, finding out how customers experience different aspects of service and sales and so on.  If you want to understand how your customers or clients tick – then focus groups are a great resource.


We also run focus groups online – using secure video conferencing such as Zoom. For these groups we keep numbers small, 4 people per group so that we can ensure a good level of interaction and discussion. These groups are great alternatives when we are unable to do face to face work. However they also stand alone as method in their own right as they enable a broader geographic reach of people per group. There are compromises with online vs face to face groups, but we can advise on which projects will work with this method and how to adjust discussion guides.


Workshops enable larger groups of participants to discuss ideas and subjects in a creative, interactive and engaging way.  We have used workshops for brainstorming ideas, stakeholder consultations, customer branding and employee engagement.   We can advise where we feel workshops might be a better fit for your project than focus groups.


Depth interviews are a good tool to use where the project requires a deeper understanding of individual behaviour or experience.  For example if a topic is very sensitive or there is a need to understand individual reactions to a product or service.  They can also be useful where the type of participant needed for the project is difficult to find thereby making a focus group too difficult to recruit.  Depth interviews can be undertaken face to face, via Zoom or telephone.


We offer bespoke training and lectures to organisations who want to find out more about qualitative research and how to carry out and commission this type of research.   For example, we have run practical sessions on how to run focus groups and given guest lectures on focus groups for university students.   Our Focus Group Guide is also a useful resource for anyone wanting to know more about focus groups.

Find out more about the sectors we work with