Innovative Insight & Research
Hybrid QQ®, our revolutionary approach to insight, combines quantitative and qualitative research techniques and enables us to collect visceral data and anecdotal evidence that informs and underpins understanding and subsequent activity.
We start by building a socio-demographic profile of the target audience and then match this with schools, college, work-based learning providers and housing organisations across the UK.
We take identified groups of young people initially through a quantitative survey, before sharing the results with the group and exploring the reasons why people answered the way they had.
We have seen huge success in generating valuable insight through this method as it is proven to extract data from the target audience in a way that standard research doesn’t. Hybrid QQ uncovers young people’s real feelings, motivations and attitudes that can subsequently be leveraged when shaping products, services and marketing messages.
This research technique can be used at any stage of a campaign, from product or campaign development or even post-campaign feedback.