Ever more savvy and elusive consumers, hyper-competitive markets, a hunger for better, deeper insights and alternative perspectives all place huge demands on qualitative research to evolve.

Rather than 'me-too' qual, YouGov has launched an evolved qualitative offer which:

• Increases access to authentic consumers, using appropriate media
• Is eclectic in using different approaches and perspectives, effectively and efficiently integrated
• Ensures that qual insight is brought to life in our clients’ businesses through inspiring deliverables and workshops

By combining the knowledge, creativity and inventiveness of leading edge qualitative researchers with YouGov's track record of innovation in methodology and consumer access, we are able to offer Evolved Qual appropriate for today’s client and consumer alike.

The right consumers, at the right time, in the right place, using the right media.

Authentic or specific consumers are increasingly hard to find, so we don’t rely only on traditional recruitment – we also make use of panels, online media, networks, plus we have access to key groups such as early adopters, opinion leaders, creative consumers, for:

• Early stage innovation when ideas need to be developed or where an expert's vision is required
• Advertising development when we need to avoid cynical or rational response
• Ethnography where we want deeper or longer term engagement
• Niche category research

Inventive and eclectic approaches, effectively and efficiently integrated.

Groups and depth interviews will often be a perfectly acceptable solution, but deeper and better insights are always needed and additional perspectives such as semiotics, ethnography, cultural trends analysis etc provides that.

We can provide these and integrate them into a single 360 degree project:

• A cultural dimension can provide valuable macro insights about future trends and directions in product categories
• A semiotic analysis of packaging or a retail environment can help both to understand and make changes which will directly impact consumer behaviour
• Ethnography can provide a unique consumer’s-eye-view of a product, category or brand

Getting the insight is only half of the story : Inspiring deliverables

Insight needs to really inspire and live, not just in the deliverables, but in the minds of the debrief audience and, crucially, in the business afterwards.

By using consumer generated material, trends, brand and advertising case studies, multi-media content and workshop techniques, delivery can be ramped up to really help the insight to inspire the business.

For example:

• Transform a standard debrief, by presenting for the first hour and speed workshopping for the second hour
• More involved workshops for innovation platform development, concept development, communication, product or service idea generation
• Creation of archives of consumer and analysis material – homework tasks, video and audio clips, photographs

The YouGov Qualitative Consulting Difference:

Access to the right people, at the right time, in the right place, using the right media

Inventive and eclectic use of different approaches and perspectives, effectively and efficiently integrated

Bringing insight to life through inspiring delivery

Our offer:

• UK and international
• Stand alone or fully integrated with YouGov quantitative work
• Classic qual plus alternative cultural and observational approaches
• Workshop facilitation
• Creative sessions for innovation or breakthrough problem solving
• Panels, communities and longitudinal qualitative consumer engagement
• Online and offline
• Mainstream consumers and expert audiences
• Consumer, business and organisational audiences

YouGov Qualitative Consulting is led by Andy Barker

Andy has been in research for over 20 years, most of that time as a qualitative researcher, including running qualitative units at BJM and Research International and time spent at ‘boutiques’ such as Crucible and Spinach. Andy has worked with many UK and global clients in a wide range of product categories (from booze to body building, male grooming to mail market segmentation), specialising in consumer understanding, communication/brand strategy and product innovation.

Andy has also been a regular contributor to journals and conferences with appearances at AQR, MRS and ESOMAR conferences, plus articles and papers on a wide range of topics from Savvy Consumers to Critical Marketing. Andy has an honours degree in Philosophy from the University of Warwick.