We ask questions. We very carefully craft a methodology that will enable us to ask precisely the right questions, of exactly the right people, in a way that allows for honest, open answers. We remain alert for body language, gaze direction, micro-expressions, but...right at the heart of our approach - the questions.
Then, we look, long and hard, at our data. And while we look, we form initial impressions...how it all fits together, what it all means for our clients, which hypotheses are confirmed, which paths seem closed.
We combine these intuitions with rigorous re-interrogation, to ensure a high degree of objectivity, to reach a solid interpretation of consumer responses - contextualised by psychological understanding.