The truth isn’t always obvious. People forget things, struggle to recount the whole story, fail to recognise and explain their thoughts, motives or behaviour. It takes an intelligent, practised and subtle approach to get to the nitty gritty.
So how do we do it? Many ways, including:
biographic-narrative interpretative method (BNIM)
internal market research and consultancy
conference and meeting interviewing
The truth is often complex. One approach isn’t always enough. So we might suggest trying a few different things together. And when a project needs it, we’ll always collaborate with leading quantitative researchers.