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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.