View our '5 steps to no-nonsense insightful commercial qual' infographic to maximise the impact of your next qual project.

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STEPSTO NO-NONSENSE
INSIGHTFUL
COMMERCIAL QUAL
Keep it simple
Strip back discussion guides
and unnecessarily complicated
research design. Keep the focus on
achieving research objectives and
answering the big questions.
Tell a story that
delivers real
impact
Deliver short, streamlined
qualitative decks and apply
journalistic
principles
to provide
clear direction
and action
points for
decision making.
Focus on the ‘need to knows’
rather than the ‘nice to haves’.
Keep these at the core of the
project but also build in flexibility
to allow the qual to breathe and
evolve around this.
Define the
question
Engage
the right
participants
Take time getting to know potential
participants during the recruitment
phase to ensure those involved are
not just on spec, but engaged,
eager to contribute
and the best possible
candidates to
include in
the research.
Be as transparent as possible with participants
about research objectives. Help them
understand the impact of their contribution
and encourage them
to help maximise
research outcomes
through their
honesty, enthusiasm
and openness.
Empower them and bring
them closer to your objectives