doing research differently social and cultural communications insights using naturally-occurring data
Research consultancy specialising in the qualitative analysis of language and culture
I work with clients to figure out and agree the best approach to their research problems. For that reason, there is no single standard approach I employ.
In contrast to the individualist and psychological focus of traditional market research, my research focuses on social and sociological insights. I use techniques such as discourse analysis and ethnography to uncover how people use shared meanings to make sense of the world around them.
Typically, I use language (from any source, including interviews, focus group transcripts, social media, etc.) as an entry point into the analysis of consumer cultures, identities, behaviour and opinion, as well as organisational culture and public discourse.
I also enjoy developing new approaches to the analysis of qualitative data, especially naturally-occurring data, and some of these are outlined below. Do get in touch if you have any questions or you have any interesting or knotty problems that you'd like to discuss.