Qualitative research

We believe that people's decisions concerning category, product and brand relationships can only be fully understood if explored in the broader context of their lives:

• Our people-centred approach allows us to uncover deeper motivations that inform and shape attitudes and behaviour

We employ no default or 'off the peg' methodology, every project is unique and we invest time working with clients to design appropriate and innovative solutions:

• Methodologies and projective/enabling techniques are formulated as necessary to both answer the objectives as well as to interrogate and develop the assumptions and hypotheses that underlie them

We believe that analysis is just as important as research design - see below for more on our approach to analysis

Qualitative methods

• Group discussions
• Creative workshops
• Client engagement approaches (including Trading Places)
• Depth Interviews
• Ethnographic based approaches, including accompanied shopping, video-diaries, wardrobes, observations, lifestyle shadowing
• Online qualitative

Qualitative analysis

Qualitative analysis is core to the success of any qualitative project but is rarely discussed or challenged. The analysis process is what takes research beyond mere reportage.

At Jigsaw we ensure all qualitative projects include both

• individual analysis (wherein the researcher actively revisits the data) and
• team interpretation (collective discussion and agreement on what is the story and how does this impact the issues)

We have found that the following thinking templates help the process:

• Understanding people so that their stated responses can be interpreted in the full context of their lives, aspirations, history, etc.
• Incorporating psychological (what does the respondent really mean here?) and anthropological perspectives (e.g. the influence of culture)
• Consciously switching between different perceptual perspectives (striving to enter the respondent frame of reference and then consciously pulling back for the external view)
• Circularity where the researcher deliberately goes from hypotheses to detail and back again; using detail to modify and develop the hypothesis.