Qualitative Research - Part 2 A buyers guide, 10 key points.

21-10-17
Qualitative Research Market Research Buyers Guide Focus Groups Innovation Consultancy Brand Development Strategic Innovation Consultancy Insight Foresight semiotics focus groups

Qualitative Research – Part 2 A buyers guide, 10 key points. 

This short piece is aimed at people buying qualitative research, you maybe commissioning research for the first time or you might just be thinking, ‘I want a change’ to get some fresh minds on the problem. Either way I’m happy to help you jake@jakepearce.com as I know I don’t cover every sector and its experience. I’m currently looking into the future of qualitative research and this piece has been informed by that. (www.jakepearce.com) 

There are 6 types of qualitative research/strategy companies – some focus on research while others focus on commercial strategy supported by research (which can be pure desk research)

These are the key types of company:

  1. Straight Qualitative Research
  2. Qualitative Research plus
  3. Strategic Consulting Advice
  4. Semiotics/Cultural Analysis
  5. Pure marketing advisors
  6. The new breed of brand Advisors

For straight Qualitative Research there are 2 types of organisation:

  1. ‘Sexy Qual’
  2. And straight Qual

Sexy Boutique Qual are smaller companies like:

  1. www.spinach.co.uk
  2. http://www.hopeandanchorlondon.com/
  3. http://www.murmurresearch.com/
  4. http://www.bluelemon-research.com

Qualitative research plus and where organisations embrace new methods of enquiry including making movies, ethnography and movie making, (and some are now using VR), organisations like:

  1. http://firefish.ltd.uk/
  2. http://www.populus.co.uk/
  3. http://mash.uk.com/
  4. http://flamingogroup.com/home/
  5. https://www.hpiresearch.com/
  6. http://www.hallandpartners.com/
  7. http://www.simpsoncarpenter.com/ 



Strategic Consulting/Innovation normally mix up researchers with people in marketing and give you both research and marketing/commercial advice and sometimes a design offer:

  1. https://www.clearstrategy.com/
  2. https://www.happen.com/
  3. http://www.butterflylondon.com/
  4. http://brand-potential.co.uk/
  5. http://www.1hqglobal.com/
  6. http://www.dragonrouge.com/node
  7. https://www.whatifinnovation.com/

Semiotics/Cultural Analysis is either a stand alone offer or it compliments qualitative research, either way it’s about making predictions about the future of culture to inform brand strategy, they don’t tend to employ marketeers:

  1. http://www.space-doctors.com/
  2. http://www.signsalad.com/
  3. http://www.semiotics.co.uk/
  4. http://www.creativesemiotics.co.uk/

Pure marketing advisors are companies such as:

  1. https://www.thevalueengineers.com/
  2. http://www.oxfordsm.com/

The new breed of strategy advisors, these companies and individuals look at brand purpose and bringing it to life in the organisation among other things:

  1. https://www.circuslondon.com/practice/people/
  2. http://www.meatglobalbrands.com/

Whatever you do, I’d recommend that you ensure you have someone with bags of experience in your category, with a proven ROI track record AND have half the team be new to your category – fresh minds are essential. Here’s the list of pure qualitative companies https://www.aqr.org.uk/ and the research society https://www.theresearchbuyersguide.com/ .

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About the author

Jake Pearce

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"Different to get better results". Jake is obsessed with marketing ROI. He helps companies amplify word of mouth to get business more easily. He uses Meanomathics to boost Comms cut through 10-30%. He uses co-creation to future proof innovation - he turned around a drinks category providing 15% growth using professional co-creation. And he helps top CEO and celebrities with their personal branding and brand purpose, which links back to Word of Mouth marketing. 

Worked with Vodafone,Kellogg'sMcDonalds,ANZ,McDonalds,Suntory,Danone,HSBC,Barclays,BAT,Meat Brands,Saatchi&Saatchi,Draft FCB,Fairbrother Industries, Les Mills, Holmes Place, Grey and a host of digital start-ups.

Jake Pearce is a specialist in brand planning, development & innovation. Jake is currently working on a Word of Mouth Marketing start-up, a personal branding start-up and new delivery systems for wellness products. 

www.jakepearce.com - for brand development and innovation

www.womtwo.com - for word of mouth marketing expertise

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