Qualitative and quantitative provide a comprehensive understanding of consumer preferences, behaviours and market dynamics. These are key for generating an informed and strategic brand campaign, in addition to driving marketing opportunities across news, social and out of home.

Qualitative research delves into the nuances of consumer attitudes and perceptions through methods such as focus groups, interviews and observation. By exploring the “why” behind consumer actions, qualitative research uncovers valuable insights into the emotional drivers and motivations that shape purchasing decisions. This deeper understanding enables brands to tailor their messaging, products and campaigns to resonate with their target audience on a more meaningful level.

Quantitative research provides objective and measurable data on consumer trends, preferences and market performance. Through surveys, polls, and data analysis, brands can quantify consumer behaviours, track market trends and assess campaign effectiveness. This quantitative data offers valuable metrics and benchmarks for evaluating campaign success, optimizing marketing strategies and informing strategic decision-making.

Qualitative and quantitative research can complement each other, offering a holistic view of consumer behaviour and market dynamics. We work with brands to help them leverage both types of research, gaining actionable insights, refining their strategies and building targeted awareness.

For example, we worked with Earth & Wheat to help communicate its sustainability offer and launch its combined bread and veg box. We commissioned quantitative research, compiling the results into The Clean Plate Report, which delved into the food waste ‘culture’ in the UK, alongside insight from Dr Joseph Poore. We invited media and creators passionate about the issue to a Rescued Supper Club at Spring, London, to enjoy a menu of rescued ingredients.