We often conduct qualitative research for our clients, and, in order to ensure and encourage a fruitful conversation, we employ a number of guiding principles:
Co-creation Principle
Women are usually strong collaborators in any context and in a research context this proves extremely useful. As a result we often approach qualitative research as a co-creation exercise. In our experience, given the right environment, the right motivation and the right stimulus, women are brilliant at coming up with ideas that help businesses develop a closer and more lucrative relationship with them. We try to engender a ‘workshop’ feel in the groups we facilitate by always involving the customer in the task we are trying to accomplish. We often position respondents as experts we are consulting (rather than guinea pigs we are testing ideas on).
Active Listening Principle
Women communicate in many ways: through overt communication, thought sub-textual references and through body language. When we conduct research we have a ‘watcher’ and a ‘moderator’. This ensures we capture all communication to build the most complete interpretation possible in debriefs.
Friendship Principle
We find recruiting friends expedites the process of collaboration between women and produces more and better results from research.