Uncertainty is here to stay, but human truths are timeless. You can rely on our strategy and branding experience, innovative approaches, and A.I. toolkit to deliver concise, well-supported recommendations that accelerate your brand’s growth.
An all-senior partnership of qualitative research experts for smooth delivery and deep insights, carefully distilled into strong recommendations..
We are passionate about A.I. and stay on top of the latest advances, screening and vetting each cutting-edge tool, so you don’t have to.
We believe nothing can replace sincere listening and empathy for our fellow human being, and are trained experts in uncovering emotion.
Supporting any stage of your product lifecycle requires a specific mindset and different approaches. We know what is needed for your team (and your senior leadership) to make bold moves in full confidence.
Before you formulate your strategy, you need to know what drives your customers. We dig deep below the surface to identify all the conscious and unconscious needs that will shape the response to your brand.
A solid strategy starts with understanding the market your are playing in. A comprehensive landscape analysis reveals not only what your customers have and what they want, but opportunity to delight them they might not be aware of.
Your brand is the sum of all the touchpoints with your communications, product, distribution, and more. To generate a coherent emotional response, you need to know the underlying associations with your product, your brand, and your category as a whole.
Good communications do more than stating benefits – they anchor a personal relationship. We start at the root of your intended brand identity to ensure a coherent and consistent emotional response across the board.
Nefeli Georgoulia, Associate Director, Oncology Global Analytics and Insights
Jade Kite managed to extract deeper insights accessing the respondents’ subconscious and their streamlined and actionable reports truly moved our institutional understanding forward. I would not change a thing.
Nefeli Georgoulia, Associate Director, Oncology Global Analytics and Insights
Shaira Bhanji, Associate Director, Global Analytics & Insights, Oncology Business Strategy
Noah Roychowdhury, Group Head of Research and Insights
Qualitative research is an open, exploratory form of research that utilises long-form, unstructured data such as interviews, focus groups and ethnography. These methodologies allow for deeper, emotional exploration and require highly trained researchers to extrapolate key themes and identify the ‘so what’ around a research question.
Unlike quantitative research, which uses numerical data to test hypotheses and answer research questions, qualitative research is often more open-ended and exploratory in nature. It often involves collecting data through methods such as interviews, focus groups, observations, or document analysis, and then analyzing that data to identify recurring themes and patterns.
As such, qualitative research often takes far more time and investment to complete than quantitative. However, the depth of findings are often the linchpin to creating breakthrough products or marketing strategies that drastically transform a brand’s performance.
Whereas quantitative research may be able to signal where or what direction we should move in, qualitative research gives a much more detailed understanding of the how and why we can get there. Qualitative research helps researchers to identify the underlying meanings, patterns, and themes in people’s responses, which can provide valuable insights into the complex issues that people face. This data gives crucial insight into how we can influence attitudes, nudge behaviour and ultimately create brands and products that service a customer’s truest needs, in order to build a loyal connection.
Brands that engage in qualitative research often see significantly higher levels of emotional connection with their customers, which in turn leads to greater loyalty, resiliency and a much greater lifetime value.
There are several different methods that can be used in qualitative research. Some common methods include:
Qualitative research typically indicates a much smaller sample size than quantitative, due to the time-consumer nature of data collection. There is no set number required, but one-market study will typically include between 6 and 12 participants.
Facial expressions are an important form of nonverbal communication, and can provide valuable information about a person’s emotional state and well-being. Research has shown that facial expressions are a reliable indicator of a person’s emotional state, and that people are generally able to accurately interpret the emotional meaning of others’ facial expressions.
A study published in the journal Emotion found that participants were able to accurately identify the emotional state of others based on their facial expressions, with an average accuracy rate of 63%. This number increases when A.I. is trained to detect facial expression.
Healthcare is a particularly sensitive area that evokes high emotions, however often conversations are limited to the rationale and reasoned approaches. Comparing sentiment of spoken word against subconscious emotional indicators such as facial expressions is a powerful technique to identify the deep engrained emotions that may be influencing patients throughout their journey.
Jade Kite is a minority-owned company committed to diversity, equal opportunity, and growth for all – both inside and outside our organization.
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