What we do

Qualitative research

The voice of the customer at the heart of your business

Discover the “why” behind customer behaviors and decisions with our qualitative research. Through in-depth interviews, focus groups, and rich analysis, we bring the voice of your customers to life—helping you uncover hidden insights, address pain points, and refine your strategies. Build stronger connections and make smarter decisions with research that truly understands your audience.

Contact us

The benefits of qualitative research

Understand the "why" behind customer needs

Discover the motivations behind customer behaviors to refine strategies and enhance product-market fit.

Create messages your audience feels

Use deep insights to craft marketing communications that resonate and drive stronger engagement.

Know what your competitors can’t see

Uncover customer perceptions and hidden opportunities to sharpen your competitive edge.

Qualitative research methods, built for the tech sector

Our qualitative research is designed to uncover the human stories driving technology adoption and decision-making.

In-depth interviews (IDI): One-to-one online interviews with your B2B audience, uncovering detailed insights into their experiences, motivations, and opinions on key topics.

Focus groups: Moderated group discussions that test ideas, spark collaboration, and reveal diverse perspectives from your B2B audience to inform your strategy.

Contact us

Your B2B qualitative research managed end-to-end

Design

We craft custom discussion guides based on a deep understanding of your objectives and the market context in which you operate

Interviewing

We’re experts at engaging with interviewees and exploring those perspectives that will best resonate with your business

Analysis

We optimise the interview analysis phase by combining AI-powered tools with our own analytical and consulting skills to pinpoint compelling themes

Delivery

We offer outputs to fit your outcomes – including presentations, visual reports, audio/visual content and detailed written analysis

Our consultative approach delivers actionable insights that power your business

Let's talk about B2B qualitative research

Book a consultation

I absolutely love these quotes - how would we know this without them? I'm really pleased with the way you guys have put this together - the quant and qual complement each other so well

Senior Marketing leader, Global IT software company

I didn't think it would be this complete. The quotes really help to complete the whole story and help with recommendations

Marketing Director, Enterprise IT services

Some of the clients we work with