QUALITATIVE RESEARCH
This technique seeks to explore an experience to discover, build and gain insights into human behaviour, opinion, motives or attitudes through the use of observation or dialogue.
Techniques include:
FOCUS GROUPS
On a local, regional or national basis we can recruit and moderate discussion groups of 8 – 10 participants who belong to any particular target or interest group. We have access to viewing facilities permitting the client to view the discussion.
IN-DEPTH INTERVIEWS
We can carry out one-to-one in-depth incentivised interviews, which probe deeply into the respondents’ perceptions and attitudes towards the subject matter of the research.
WORKSHOPS
Workshops actively engage individuals to create and explore solutions or future scenarios. This is a participatory approach where, rather than emphasising attitudes and feelings, individuals are encouraged to work together in a participatory way to determine what the issues are and how to solve them. A workshop can be conducted using ToP methodology, a well established consultative methodology which is suitable for a differing range of educational and literacy levels.
CASE STUDIES
CLIENT
Trinity Mirror PLC – The Evertonian
PROJECT DESCRIPTION
To ensure that the publication was correctly positioned and appealed to the target audience, we decided to investigate Everton supporters’ views and attitudes towards The Evertonian – a monthly full-colour, glossy A4 magazine.
METHODOLOGY
A qualitative approach was used for this project in the form of a series of Focus Groups. Everton fans were recruited who were readers and non-readers of the Evertonian.
OUTCOME
Findings from the research initiated changes to the publication’s editorial policy, and informed the subsequent re-launch of an all-round better offering to readers.
TESTIMONIAL
"Over the past 5 years I have put research projects of varying sizes out to tender for Trinity Mirror North West and Wales. The Murray Consultancy has been successful in pitching for a number of these projects, which have been delivered in a timely and professional manner. I would not hesitate in recommending them and look forward to working with David Murray and his team again in the future."
Martin Gallagher, Senior Marketing Development Executive, Trinity Mirror North West and Wales.
CASE STUDIES
CLIENT
Chester Chronicle Series - Midweek Chronicle
PROJECT DESCRIPTION
As the flagship brand in Chester, we sought to understand usage and perceptions of the paid-for Chronicle to help drive newspaper sales. In addition, we needed to understand the role of the free-weekly sister publication, the Midweek Chronicle, and what was the optimum publishing schedule for the two products.
METHODOLOGY
A series of 6 Focus Groups were carried out amongst regular readers, lapsed readers & non-readers of the Chester Chronicle.
OUTCOME
Feedback from the Focus Groups contributed to changes that have been made to both the paid & free titles in Chester. For instance comments were made about the days of publication being too late in the week & these have precipitated the move to bring the publication days forward on both titles.
TESTIMONIAL
"I have worked with the Murray Consultancy on various projects and I am impressed with their professionalism, attention to detail and enthusiasm. I would not hesitate to recommend their services & look forward to working with them again in the future"
Catherine Fielding, Senior Marketing Development Executive. Trinity Mirror North West and Wales