Qualitative vs quantitative research: better together
Why both methods reveal a more complete human story.
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Know people.
Move forward.
Qualitative, quantitative and UX research, product innovation and brand strategy for teams with big decisions to make.
Consumer research · Strategy · InnovationChicago / London / Vancouver
Research for what happens next.
When the stakes are high, a report is not the answer. You need to understand people well enough to make the next call with confidence.
We combine research, cultural understanding and strategic thinking to help brands decide where to play, what to make and how to connect.
How we workWhat question are you trying to answer?
Different questions need different tools. We start with the decision, then build the right approach around it.
Consumer research
Qualitative / Quantitative / Segmentation
Find out what people really do, why they do it and where their needs are changing.
UX & customer experience
UX research / Customer journey
Understand the moments that shape how people use, choose and stay with your brand.
Innovation & foresight
Opportunity spaces / New product development
Turn human needs and cultural shifts into propositions worth developing.
Brand strategy
Positioning / Brand communications
Build positioning, portfolios and communications on a better understanding of people.
The work, not just the words.
Real decisions for brands facing questions about people, products and positioning.
Brand strategy / Qual + quant
A fresh start for a restaurant icon
Qualitative groups and a survey of 1,400 people helped pressure-test a new brand positioning.
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Product innovation / Culture
Building bolder flavors
A major retailer used the 4Cs to rethink how it develops food and beverage concepts.
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Consumer insight / Qual + quant
Uncovering how apparel shapes active lifestyles
Cultural research, interviews and quantitative work informed brand, product and retail priorities.
Read the storyIn their words
“It is rare to have an agency working so close and share in the work every step of the way.”
Neil Mortensen / Director of Audiences, ITV
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