QUALITATIVE RESEARCH
We provide a full range of standard research approaches, e.g. Depth Interviews, Group Discussions, Workshops, Workstation Groups, Accompanied Web-surfing, Accompanied Shopping, Paired Interviews and so forth.
We also design bespoke methods as required. This tradition of responding uniquely to every brief has led us to create innovative Workshop Processes that enable us to focus sharply on our clients' needs. We have also created entirely new research formats such as Installations, Consumer Forums and Assisted Self-guided Deliberation.
Our research is used to support:
- Communications Strategy Development
- Brand Review
- Creative Development
- New Product Development
- Social Policy Strategy and Communications
- Brand Stretching
In all our research Corr Willbourn have significant advantages which we bring to bear on the three key stages of Qualitative Research: design, moderation and analysis.
Design
As well as many years of experience in market research, both partners have considerable experience in other fields from which we bring fresh thinking and innovation to the task of research design. David's background in the natural sciences ensures our experimental approaches are founded in sound scientific thinking. Hugh's philosophical and psychotherapeutic training gives him an approach that is both analytic and sensitive. Furthermore his experience in performance and media provides the wherewithal for both creating and marshalling large group research events.
Moderation
David and Hugh both trained as psychotherapists and bring their sensitivity and their understanding of depth psychology to the commercial field. Often in market research it is the chance remark or the unconscious revelation which leads to key insights. We use our training in person-centred psychology and group work to recognise these moments and to help respondents explore them and show more about themselves and their predilections.
Analysis
Our approach to analysis of qualitative data naturally follows from how we moderate and facilitate. The scientific method brings rigour, philosophical training provides penetrative thinking and years of experience have refined a focus on practical and actionable results. In every case our job is to render a faithful account that is grounded in the lived experience of our respondents and which addresses the actual and potential outcomes of our clients' projects.