Ultimately, if you are going to interview people, what you really need to be able to do is listen hard.
That might sound simple, but it isn’t all that easy, which is why we’ve spent our best university years learning how to do it, and the rest of our working lives to perfect it. Most healthcare researchers we’ve met were either science graduates, linguists or economists. In other words, they were good at understanding either your product, your brand language or your business, but had to pick up their people skills as they went along.
We did it the other way around. We are people experts who’ve picked up marketing and business skills over the years. And, as social scientists, we are still focused on the people, because they are what we get excited about. Sure, we will engage with your business issue, but we’re ever more interested in helping you to engage with the people who represent your customers.
You are probably used to being pitched countless fancy qualitative models, tools, packages and branded methodologies. We urge you to beware.
More often than not, these are just sales aids designed to divert your attention from the fact that qualitative research is about talking to people. That is what we have been doing for as long as we can remember and we do it very well. We have been formally trained to interview people and interpret their attitudes and behaviours.
If there is a respondent population you are interested in, we’ve almost certainly spoken to them. Likewise, if you are keen on any qual methodology or projective technique, we’ve almost certainly used it. All right, if you insist, click here for a comprehensive list of the methods we’ve used in the past.