Qualitative research should be an exponential process – you stimulate a bit, you listen a lot, understand even more, interpret intelligently and you impact on a brand’s business greatly. Instead of which too much research is reductive; you do all that research to confirm that something is okay, maybe.
All Socratics qualitative research projects seek to follow a format that grows the impact, insight and brand inspiration arising from the work.
- What people said
- Understanding why they said this
- So what’s new?
- What this means for the brand, business and product
- What we should do next