Qualitative market research

The name Changes summarises insightful qualitative research and planning thinking at its best - helping to understand human responses to our ever-changing world, and harnessing that change to the advantage of brands.

Changes is also about flexible ways of working:

n Innovation in project design - not only ‘groups and depths’, but also engaging with research participants before and after interviews, observation and interviewing in real-world environments, workshops and direct client involvement with participants, including training on this.

n Personal responsibility for conducting a qualitative project - not ‘heading up’ but then doing little fieldwork or analysis (as can happen in some of the larger consultancies).

n Involving other experts with appropriate experience when required.

n Conversely, working with other researchers and branding consultancies as a flexible resource.