Market Research

Half a century or so ago, David Ogilvy said that research was like a lamppost - one should look to it for illumination, not lean on it as a drunk for support. And yet, even today, qualitative research is too often dismissed as being “statistically unreliable”. The Q-retort: We have never seen well-structured, intelligently moderated focus groups (for example) overturned by weight of numbers. Quantitative research has its place, but when you¹re thirsty for depth of understanding, lapping water from a saucer won¹t cut it.

We believe that good advertising and strategic thinking can not happen in the absence of understanding. We believe strongly in the power of qualitative research and have used it well to clients’ advantage over the years.

Our research team members have spent their lives in advertising, in marketing, in helping companies to succeed. Their job is to find insights into consumer (and yes, B2B customers’, too) attitudes and behaviour to enable clients to structure their product/ service offering most effectively. These insights also enable us to create powerful marketing programs that will persuade prospects to become customers. A key member of The Q Group research team: Mindset Creative Planning (please click here to see brochure).