Sharp brands know their customers, their competitors and their markets inside out. Research is invaluable in this understanding.

Qualitative Research

Despite the amount of qualitative research conducted in the UK, it’s surprising how little of it is as good as it could be. When was the last time you came back from a debrief thinking “wow”? We believe there are reasons for this…

Too much qualitative research is effectively just listening. Plenty of prompts (questions, stimulus material, etc.) and plenty of chit chat.

A few years ago, that may have been ok, but consumers have changed. These days people want to contribute and influence, not just to talk. Good research allows them to do that. It engages, challenges and allows respondents to set the agenda. It creates energy and an atmosphere of creative debate.

Unlike quantitative research, qualitative research is a real time conversation, a live performance that requires research skills, but also branding and marketing expertise.

Adrian Dent combines these skill sets. Having spent 25 years in branding and marketing, since 1996 he has run the Dent Consultancy as a branding consultancy with qualitative research an essential part of the offering.

Although we use strategic partners to deliver quantitative research for our clients and do desk research as part of feasibility studies, we specialise in qualitative research and consistently impress clients with the quality of what we deliver.

We conduct a variety of types of research, the main ones being:

  • Consumer research
  • Client surveys / Client relationship research / Client satisfaction research
  • Employee relationship research / Employee satisfaction research
  • Post pitch / post tender research
  • Feasibility studies

The majority of our research is conducted face to face. However, we also use the telephone, video conferencing and work online.

Typical methodologies include:

  • Focus groups / mini groups
  • Depth interviews / regular interviews
  • Ideation workshops
  • Brainstorming sessions

For more information on how we might be able to help you, please call us on +44 (0)1525 221016 or email

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