Qualitative research is our passion. Our pride. Our history. Our progress. Our youth and maturity. Our professional excellence. It is the portrait of us. So, let’s say it clear… We reject the idea of producing qualitative research. ‘Do just as much as the client required and no more’ or ‘that small additional thing wasn’t in the budget, so stop’. We say NO! to that sort of thinking. It’s not because we are not driven as a commercial company or we don’t set our budgets relative to the real value we create for our clients (because we do!).
But simply because qualitative research is our craft, our passion, our pride. Because in our extremely little element of the universe we – by personal ambition – strive to create the best. Create the ultimate quality. Class. Refinement. Get the feeling of being part of a professional elite. Not ‘best effort’. But the best as it possibly can be.
Some will say that we represent some of the best of what Denmark and the Nordics have to offer within qual. And guess what? Thank you! We agree! At any project we aim at reaching the absolute top quality of research – always pushing for deeper insights, deeper level of thinking, understanding, exploring, creating… Pushing the limit of what qualitative research can do for marketing. On any project we demand the best from ourselves. And our approach will always be that “anything but the absolute best is not good enough”.
Qualitative research is a tool. But our work is in its essence about creating better marketing. Being a good hammer does not mean you are set to carve out a beautiful sculpture. Meaning what? Meaning, in our work we need not only to be experts at research – but also at marketing. Not just know of it – but actually being a marketer first who excels at qualitative research like no other. In truth, any specialised marketing agency with huge ambitions should be able to take that role… or live in a method silo. The differentiator between the great and not so great agencies is then both their excellence in their respective specialty and in their marketing excellence as such (pick the ones that excel at both).
Our approach to research is a combination of qualitative research and strategic planning. Because we believe that sharp marketing thinking is absolutely necessary both in the fieldwork itself and in the analysis in order to give clients the knowledge they need to build great marketing efforts. With us you get sharp marketing thinking at every stage of any project.
Research can be the fuel that creates strong and impactful work. But the more diluted it becomes the weaker its potential impact. That’s why we put such an effort on making insights and consumer understandings live beyond the fieldwork itself and the people directly involved in it. We are known for turning knowledge into change-making through our passion, charisma and presentation energy – to make the points come across. But that is not enough!
Our strength is our ability to make the insights we find and create become unforgettable stories. To make them clear, vivid and engaging in a corporate world of precesses. Instead of great insights rotting in a damp of boring information we make them into long-lasting and vivid allegories, metaphors and thought-provoking explanations that stay, live and engage brand managers, creatives or any other agencies – to build great marketing based on insights turned into metaphors and stories. We want to make sure that great insights live. And make change. Anything else is too little. Too wasteful. And too boring.
Healthcare research is a specialty of ours. We not only have extensive experience in it. But we pride ourselves of having truly and passionately emerged ourselves into it so it has become… well, a specialty. Our experience: most disease areas, all types of target groups (specialists, KOLs, GPs, nurses, patients, dentists, you name it). We know all the potential pitfalls of medical projects and how to turn them into ‘winners’ by going for the best approach to medical research in Denmark. Our regular recruiter is actually a specialist in medical recruitment. Recruiting medical through panels and patient associations? Sure! But nothing beats doing it through our recruiter’s close network (built up through decades) of GPs, specialist doctors, head nurses and so on.
In order to provide world class research we need world class recruitment. And because recruitment is so crucial we have for more than 15 years worked with the two/three best qualitative recruiters in Denmark. Not two/three recruitment agencies. Two or three specific people each in their agency who for decades have dedicated their life to consistently delivering top recruitment for qual. These three make recruitment a work of art. People who make back-up respondents unnecessary. People who can recruit the most difficult targets. People who – when necessary – can perform miracles. People who actually think about ‘the mix’ when they recruit people for groups. People whom you can trust and with whom you feel safe! People whose work creates the perfect basis for world class research work.
