Fresh Perspectives in Qualitative Research
potential customers look at your product, service or company,
they may see it quite differently from the way you had
intended them to. You know
your own products intimately but
your customers may not pay as much attention to (or even
understand) what you do, make or provide.
They have a different perspective from your own, which may
lead them to interpret your product or service - and the
messages with which they are supported - in a fundamentally
You need to understand what they see. You know that you have
to deliver what your customers want, but also that you have to
present it in a way that triggers a positive emotional or
rational response, which will draw them to you, rather than to
your competitors. You have to understand the fundamental
motivating factors in your marketplace. And you have to
satisfy these requirements by perceiving things from your
customers' viewpoint - rather than from your own. The
intelligent, studied and professional use of qualitative
research is how you can get this fresh perspective.
How can qualitative research add this different dimension?
Qualitative research paints a clear picture of the customers'
psyche, because it relates to natural person-to-person
The researcher's understanding of your customers' wants is
established during carefully handled discussion groups or
individual in-depth interviews. The people interviewed are
selected because they are relevant to your product or service,
or because it is believed that it should be more relevant to
While conscious, rational decisions govern many day-to-day
activities, unconscious and subconscious thoughts and
prejudices also impinge on many decisions. In such situations,
good qualitative researchers can draw on a variety of
'enabling' techniques to help tap into those motivations. The
researcher's skill is in deciding whether verbal responses or
visual stimuli will yield a better understanding of, and
feeling for, your customers' mindset.
the techniques and the market is vital
This is why working with Lansdowne makes sense. At Lansdowne,
we have concentrated on outlining the skills which are
critical to discovering what makes customers here 'tick': why
they love some advertisements but dislike the products, feel
good about particular companies but are indifferent to others.
Where does Lansdowne excel?
We claim to do the best possible job at revealing the
perspectives of customers. It is as simple as that. We have
shed light on public reaction to so many brands, services,
markets, advertisements and ideas in recent years. We may have
worked in almost every product and service field, but we adopt
a fresh and open-minded approach to each project, so that we
can deliver the greatest benefit and insight to our clients.
Our reports, presentations and the advice that we give to you
will be both instructive and helpful. We bring our experience
and expertise to bear to ensure that your perspective of your
marketplace matches that of your customers'.
Our Promise to you
So, whether you are evaluating potential advertising
directions or market shape, considering an internal
brainstorming session developing a new product, diagnosing the
sources of failure of a marketing initiative, or simply
looking for a new 'look' to attract customers, give us a call.
We will help you to find out what it is that your customers
see when they look at you - and we will tell you about it in a
down-to-earth, action-oriented way.