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Qualitative Research

Qualitative research methods drive over one half of our revenue. We use both traditional ‘tried and tested’ approaches while embracing the opportunities offered by technology – from online communities to video interviews to digital ethnography.

We use a wide variety of qualitative and hybrid approaches that allow us to understand an issue from all angles. Indeed, we believe context is fundamental to exposing the rich and nuanced way that people live their lives. Our passion for uncovering human truth has led us to draw on the latest thinking from the social and behavioural sciences to offer a deeper level of understanding than traditional qualitative research.


  • Focus groups, triads, paired and in-depth interviews either in a professional viewing facility or in-home

  • Accompanied Shopping

  • Ethnography / Mobile Ethnography

  • Online communities

  • Consumer immersions / shadowing

  • Qualitative Client Panel development



  • User and Customer Experience

  • Consumer journeys and path to purchase

  • Landscaping & Segmentation

  • Communication development and testing

  • Brand development and repositioning

  • Innovation & New product / service development


We have executed qualitative studies in Thailand, Singapore, Indonesia, China, Japan, South Korea, India and Australia. We have a trusted network of moderators, recruiters and translators in nearly all Asia countries, allowing us to cost-effectively execute qualitative studies across Asia.


Please click here to see a case study involving online communities.