Research approaches & methodologies

Our recommended approach may involve one or more research methodologies - although typically these methodologies are categorised into two broader research approaches:

Research approaches

Quantitative research:

By surveying a sample of the population, we can gain information about their attitudes and behaviours, as well as perception and awareness of a number of factors.

Quantitative research often uses closed questions such as 'who?', 'which?', 'where?' and 'how often?' - although it will also allow questions where responses can be rated (on a numerical scale) or ranked (in a preference order).

To ensure statistical significance, the number of respondents interviewed is normally high - although this will vary depending on the size of the population (target market), client needs, requirements and budget.

Qualitative research

Working with small samples of carefully selected individuals, the aim is to provide deeper insight into peoples attitudes and behaviours on any number of chosen subjects.

Open-ended and probing questioning is used to better understand the reasons why, or how, respondents have developed particular attitudes or demonstrated certain behaviours.

Research Methodologies

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Research methodologies

Face-to-face, on-street & in-store interviews (quantitative)Top

These are used to obtain large samples for statistically robust quantitative analysis. The interviews can be targeted to very specific groups of people via socio-demographic (or other) criteria. Face-to-face interviews allow interviewers to show visual stimuli and ask some probing, open-ended questions.

Postal / self-completion surveys (quantitative)Top

Very cost effective and ideal for geographically dispersed samples. Postal surveys are also less intrusive than other research methods, providing a better medium to discuss more sensitive issues and allow more considered response via the use of free-format open-ended qualitative questions.

In addition, longer questionnaires can be used as respondents will typically have 3-4 weeks to complete and return the questionnaire.

Online surveys (quantitative)Top

Offering similar advantages to postal surveys, research can be conducted via personalised e-mail surveys, a dedicated website or using virtual 'pop-ups' when a visitor lands on the relevant web site.

Telephone interviews (quantitative)Top

Best used when interviewing a geographically dispersed sample - allowing a sizable number of interviews to be conducted in a short time frame - particularly with difficult to reach audiences (i.e. rural areas).

Hall tests (quantitative)Top

Taking place in a controlled environment, hall tests are used when researching a product, packaging or advertising - and allow participants to interact directly with what is being tested.

Panels (quantitative)Top

Panels are recruited and used to conduct ongoing research over a length of time - perhaps for a repeat campaign or for ongoing assessment of a product or service.

Focus groups (qualitative)Top

Typically involving between 6 and 8 respondents plus a group moderator - with the content and topics managed using a semi-structured 'discussion guide'.

This format uses the group dynamic to provide deeper insight into the topics under discussion and can provide increased clarity and depth for the client.

Depth interviews (qualitative)Top

Depth interviews are usually conducted either face-to-face or via the telephone, and are normally considered as a substitute for, or a compliment to, focus groups. Sometimes they are used as a follow-up to quantitative surveys, to gain deeper insight about the way in which respondents have replied to certain questions.

Depth interviews are best used when discussing 'sensitive' issues (i.e. health or finance), when requiring the input of senior management or if participants are too geographically dispersed to meet for a focus group.

Depth interviews are typically conducted on a one-to-one basis (interviewer and respondent) - although there may be occasions where 'paired' depths may be recommended (i.e. examining the opinions of an under 16 year old, where a parent would need to be present).