Qualitative research is an integral part of the Conquest offering. All the researchers who work on our clients' accounts have over 10 years' qualitative experience, and bring to each study not only expert research skills, but also solid commercial understanding.
We offer the full range of traditional qualitative techniques, but have also embraced online approaches.
We are particular fans of online forums, because:
- they do not take place in real time, so respondents have time to think about their responses, which increases richness and creativity; hence our use of forums for innovation and strategic advertising work
- interaction can be private (via blogs) and public (via discussions, chat); blogs are ideal for exploring sensitive subjects or longitudinal decision-making; and the ability to mix private and public is useful for virtually all other studies!
- qualitative projective techniques that uncover emotional response to brands and ideas translate extremely well to online, which means that forums fit with our overall Company philosophy that successful ideas must engage people's hearts as well as their heads