Consult service

Qualitative research

Qualitative research tells you about things you can't count or measure. It answers questions such as 'why?'

It's about listening to people and learning from them.

Our qualitative research methods generate a rich understanding of the experiences and beliefs that shape the behaviour of audiences - we can use it to help you get to know your own audiences better.

By spending time with people in focus groups or individual interviews, as well as observing them in real situations, we can understand their opinions, attitudes and behaviour.  We can find out what motivates audiences or what might be putting people off.

Qualitative research can also be used to test new ideas, get feedback on marketing campaigns, explore brand perceptions or evaluate projects.

&Co Consult has lots of experience in devising suitable methodologies, writing discussion guides, moderating focus groups, interviewing a range of people and drawing out vital insight to inform decision making. We are also skilled in recruiting people to take part in research. You can rest assured that everything we do is governed by strict Market Research Society guidelines. We have also recently invested in video production facilities allowing us to showcase key qualitative findings. Take a look at our snapshot of Arts Audience Insight group ‘Dinner and a Show’ and see what arts events they attend and their motivations for doing so.

We worked with Sarah Kennedy of sarahkmarketing to deliver research for Bradford Theatres. We were asked to devise and run three focus groups. Not only did the groups make a positive impact in the local community, but they also helped to raise awareness and interest in the venues. See what Sarah said below.

For further information about qualitative research, contact our Associate Consultant, Susan Ingham, at susan@andco.uk.com.

The results gained in the three groups were comprehensive and allowed us to gain a rounded picture of local opinion when analysed alongside our own stakeholder and quantitative research.