The who, the what,
and the why of
human behaviour

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Research starts with finding out who you're talking to. Then you need to know how to contact them, and - essentially - what questions to ask.

With our years of experience in research, you'll be guided through the process so you're getting accurate, useful information.

We draw on a range of research methods - qualitative and quantitative - and we're always looking for new ways to best connect with your audience.




You can't understand what's driving your customers without understanding who they are and how they live. We don't just charge out and interview the first people we find - we discover who your business is targeting, and how best to get in touch with them. The next step is choosing the research method that suits their lives, behaviour and the information you need.



When we talk about quantitative research, we're talking about what people do. It's about gathering robust data from a large group, then using that information to drill down into patterns, trends and subgroups. The idea is to get information that's specific enough to be useful and broad enough to generalise. We use methods like computer aided telephone interviews - CATI, online surveys, and even old school face-to-face surveys to find out what your people are up to.



Qualitative research is about finding out what people think and feel about your business. This type of research - which includes options like focus groups and intensive face-to-face interviews or online exploration - gives you more in-depth information about what drives your customers. Because it's usually more open-ended and flexible, it can give you unexpected insight into your customers' thoughts and feelings. 




Qualitative research provides in-depth insights into subjects and a deeper understanding of individual behaviour and beliefs. The usefulness of qualitative research is not determined by how many people say something but rather by what is being said and how it is being said. Qualitative research enables the researcher to explore opinions, attitudes and key triggers/drivers which may often be subconscious, or intuitive rather than rational or logical.

The strengths of qualitative research are:

  • Its open-endedness and flexibility;
  • The depth of understanding that it offers;
  • How it taps into consumer creativity;
  • The penetration beyond rational or superficial responses;
  • The rich source of ideas for marketing and
    creative teams it opens up;
  • Qualitative research in marketing is important because human drivers are largely subconscious.


Qualitative research in marketing is important because human drivers are largely subconscious. People are not always aware of their true feelings and motives. Qualitative research helps them describe and explain their real reason for choosing your company over others. It also uncovers those very strong but often hidden or subconscious emotions, such as fear, guilt or love that drive consumer behaviour.

Qualitative research is often used to test new product concepts, or when a particular subject is confidential. Examples of qualitative research include focus groups and in-depth interviews.

It is also a valuable methodology because it does not limit responses to preconceived ideas about what clients or researchers think about the topic. Qualitative research does not constrain discussion but encourages exploration and understanding of the issues, even if they are completely unexpected.

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Quantitative research adds numbers to people's perceptions and provides more conclusive results for use in decision-making. Assuming you are confident that you understand what consumers say about your product/service, and how they say it, quantitative research tells you how many people say or do specific things, and allows you to draw conclusions with the confidence of statistical sample representation to back up your decisions.

The strengths of quantitative research are:

  • It delivers information that truly represents customer attitudes/behaviour, and the differences among various groups that it teases out are real differences;
  • It's replicable: you would get the same results if you repeated the survey;
  • Accuracy of measurement over time, allowing you to track and understand trends in behaviour.

Talk to the Versus team to find out what
sort of research would work for you.

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