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

Changes is also intended to suggest a different, flexible way of working, freed from some of the organisational and managerial constraints of large agencies. This theme of ‘change’ can manifest itself in a number of ways:

Innovation in project design, for example using observation, in-situ interviewing in real-world environments and workshops, as well as more conventional group discussions.

Direct, personal responsibility for conducting a qualitative research project, rather than ‘heading up’ but doing little of the actual fieldwork or analysis.

The ability to introduce and involve other experts with appropriate experience for the task or situation, and hence to work with the best people for a particular project.

When required, the opportunity to contribute to a project, personnel or business beyond conventional qualitative research, for example running brainstorming or idea generation sessions, working with a client group to improve their communications and team integration, undertaking planning consultancy or providing training.

Qualitative market research