Qualitative techniques As consumer choice, motivation and behaviour become ever more intricate, so the tools that seek to understand them and offer relevant and usable insight must become increasingly subtle and realistic. Whilst offering all of the tried and tested techniques in the Market Research ‘toolbox’ we pride ourselves in approaches that go beyond the conventional focus group. Of course we still conduct focus groups, ours just come in many different shapes and sizes. From the traditional 8 person group discussion to extended client workshops or more intimate smaller friendship clusters we employ innovative techniques that engage participants and fuel insight. We also have considerable experience of taking groups of consumers to conferences and events to engage directly with brand owners, editorial teams and advertisers. We similarly like to tailor interviews to suit the specifics of the project. Whether with individual respondents or in friendship, family or confrontational pairs, we seek to create a research setting that engages participants and encourages debate that is supported by contextual understanding. Experience has taught us that often the most telling comments come from participants once the camera or dictaphone has stopped recording. We are keen to establish open dialogue with respondents that allows us to capture those morning after moments, whether it be through our various online posting tools or through the creation of ongoing research panels. We know that ethnography is the most misused word in contemporary research but strongly believe not only in our abilities to employ ethnographic techniques, but also to understand and analyse them. Being trained anthropologists as well as commercial researchers we enjoy the challenge of blending the academic rigors with the needs of our clients. From in-home observation to accompanied shopping, TV viewing and pub attending to the employment of video diaries or online blogging tools TWRAmericas continually seek to deliver insight that reflects the experience and perspective of the consumer. quantitative techniques contact us español português digital techniques