Qualitative Research /

Below you can find out about our research

NTF offers all traditional forms of qualitative research as well as Design Thinking and the type of deep observational and ethnographic research that is part of identifying benefits for Benefits Realisation Management and other forms of evaluation where definition and measurement of a baseline is essential.

Qualitative research has an active role in our sophisticated modelling and the insights we gain from so called ‘big data’. With all data analysis and modelling, we are aware that garbage in/garbage out happens when insight and cognitive frameworks based on accurate understanding of people and situations are lacking. Qualitative research helps us understand the nature of the ‘who’ and the ‘why’ that even the most sophisticated modelling cannot clearly address.

It is a unique feature of The NTF Group that we combine the skills of the very best qualitative research and the most innovative and sophisticated data modelling. Our company was founded on these very precepts.

Our senior qualitative research director is a member of the QRCA of the United States. Our research involves the use of an array of projective tools and techniques by an experienced qualitative researcher who can correctly interpret the meaning beneath the gestures, the significance of silence when one might have expected words, the clarity behind an obscure phrase.

The role of 'emotions' (vs logic) in customer decision making is greatly misunderstood in the business world. The work of Damassio, LeDoux, Zaltman and many others has shown clearly that the vast majority of consumer decisions are made either largely by, or under very strong influence of, the non-conscious emotional brain. This requires a specific type of research to reach beneath the conscious veneer of logic to the often non-conscious body of emotions that TOGETHER drive how we make decisions.

We use projective techniques extensively – following the approach that was eloquently put by Oscar Wilde:

"Man is least himself when he talks in his own person. Give him a mask, and he will tell you the truth."

It takes a great deal of experience and empathy to facilitate personal emotional investment in a group discussion, interview or active observation. Qualitative research skills are rare but fortunately recognisable. We have developed a process for selecting these qualitative researchers.

We find that qualitative researchers come from a range of backgrounds but they are characterised by the ability to really see what they are looking at, to hear what they are listening to and to be able to take even a few sentences and to understand the whole world that lies behind those words. This is because of their attention to detail and their ability to operate in a wider context as well as the narrower field of scrutiny.

Find out additional information about the different areas of expertise in our qualitative research practice below:


Seeing the full picture while noting the most minute details.

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Ability to listen closely while separating the factual from the subjective.

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Highly trained and experiences researchers conduct phone or face to face interviews.

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Qualitative research is at the heart of the Design Thinking methodology.

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The potential benefits for a new implementation can change everything.

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Our qual expertise combined with digital provide unique ways to research.

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Data often fails to communicate the frustrations and experiences of customers.

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We are culturally aware when performing any type of research.

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