At Stancombe we believe interviewing respondents via myriad methodologies, whilst important, is barely half the story. We place huge importance on the analysis process, strategic interpretation and dissemination of findings.
Our qualitative analysis processes are rigorous and exacting. We use a variety of tried and tested approaches – content and thematic analysis for example - and employ ethnographic approaches as well as workshops, focus groups and depth interviews. We also work with a number of advanced frameworks drawn from classical marketing theory, media analysis, the latest thinking from psychological disciplines and cultural decoding practices – to name just a few. We analyse non-verbal communications as well as verbal responses.
Our quantitative frameworks range from the 'traditional' (brand health tracking, segmentation, conjoint analysis and the like) to the advanced (SEM, choice modelling, econometric analysis), to the progressive (online discussion forums, surveys conducted via mobile phones/PDAs and 360 degree marketing communications effectiveness measurement).
We are one team and our qualitative and quantitative experts speak each other's language. Together their work unfolds like a good novel with a clear storyline and sub-plots that interconnect organically. The result of this integration? The somewhat non-mathematical equation of 1 + 1 = 3 often holds true!
In delivering findings we constantly strive to move beyond the PowerPoint debrief (although we still prepare plenty of these). A common way we deliver insights is in the form of client workshops involving key stakeholders in the particular business issue. Here we use the research findings in an interactive environment and facilitate discussions on how to proceed and plan the next move. We make extensive use of video footage in our reporting, often preparing movies of findings on DVD for client’s use.
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