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"Project management at its best. They keep us informed at all stages but without pestering us about all the small things on a project."
Philip Pridmore
Head of Market Research, HSBC Rail
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q u a l i t a t i v e
WDG is renowned for its incisive qualitative approach which delivers fresh, effective and empowering insights.
When a more detailed and diagnostic analysis of business issues or strategy is required WDG’s qualitative team is employed, directed by Neil Grantham
WDG offers a total range of qualitative research methodologies and session configurations depending on the audience and subject matter. The specific formats are used to reflect realistic discussion scenarios. These can be employed on their own or alongside other research offerings provided by WDG as may be required by the issues expressed in the research brief.
| | |  | | Conventional group discussion comprising up to 8 respondents for 90 minutes, 2 hours or 3 hours duration dependent on the complexities of the issues.
| | | | | Midi groups comprising 6 people for 1-2 hours. The exploratory potential of midi groups is as robust as conventional sessions for the appropriate subject matter.
| | | | | Mini groups of 4 people for 1 – 1¼ hours tend to be better suited to segmentation exercises.
| | | | | Triads provide interaction between 3 people for between 60 – 90 minutes. Often respondents who know one another in a relevant context are employed for this type of session.
| | | | | Pairs of strangers, friends, or family members interact on a subject for 30 – 90 minutes.
| | | | | Individual depth interviews conducted face to face or by telephone are employed to provide insight on sensitive subjects, or can be used in fact finding studies or lifestyle analysis.
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