Qualitative research excellence
Our Qualitative Centre of Excellence exists to ensure we continually challenge ourselves to provide the most innovative, intelligent and output-focused qualitative research solutions
Increasingly, our customers need to understand their stakeholders with a greater level of depth and sophistication. We employ both tried and tested approaches as well as newer and more creative solutions to get below the surface and uncover the marketing truths.
Custom qualitative approaches
Depending on your objective, our solution may simply be the use of good quality questioning techniques and projective techniques in group and depth environments.
Observation of the real world
For real immersion into the world of the customer we may recommend using ethnographic approaches involving observation to generate ‘uncontaminated’ findings. We can employ the use of mobile and digital technologies to access customers in the “here and now” of a decision in new and exciting ways. To understand the dynamics between different customer groups, we conduct simulated consultations and interactions to mimic the “real-world” environment.
Understanding the patient journey
As patients needs are now being put at the centre of the marketing strategy, so our qualitative research solutions help you get a deeper understanding of the patient journey from pre-diagnosis through to stabilisation.
We will work with you throughout the research process to deliver insights you can use to direct future strategy. An effective tool is our co-creation workshops, an evolving and iterative process designed to speed up the creative process.
Our experienced senior team supported by our talented researchers are equipped with the skills and creative flair to design and implement qualitative research solutions that genuinely take you further with your decision-making.
- Gleaning insight in a sensitive market
Our client needed to understand how best to position an HIV drug that helps advanced stage HIV patients. They wanted to get greater insight into patients’ emotional needs and marry these with physicians’ behaviours and motivations for prescribing in order to inform their marketing strategy.read more »How emotional insights drove the creation of a credible global brand essence for a child’s vaccine
Our client needed to create a credible, global brand position for a child's vaccine and roll out an effective communications campaign. They wanted to understand both the rational and emotional drivers impacting parents' and physicians' decision-making behaviour in a range of markets in Europe, Asia, Latin America and the Middle East. Many stakeholders were involved in the brand development process and we needed to ensure the marketing team were engaged with the findings at every stage.read more »
- Our latest articlesScratching the surface: unmet needs in psoriasis
Psoriasis is a skin condition but its impact goes much further than skin-deep. The late US novelist John Updike, who had psoriasis from the age of six, talked about being ‘At War with my Skin’. The martial metaphor is no exaggeration. Updike hesitated to use the term ‘disease’ for something “not contagious, painful, or debilitating”. Yet his psoriasis still had “the volatility of a disease,…read more »Shift to preventative healthcare - Opportunities for screening, diagnostics and vaccination
Across emerging markets we are seeing a shift towards prevention in healthcare policy, as governments seek to contain spiralling treatment costs.read more »Conference Live for ongoing congress performance measurement
Director John Branston discusses the benefits of a mobile approach for evaluating medical conferences year-on-yearread more »
Sue heads up the Qualitative Centre of Excellence team with Claire Richardson, Director. Sue has over 20 years experience in market research with a strong background in healthcare, and has particular interest in positioning research, emotional insights and patient research.