What we do

What is Qualitative Research?

Qualitative research is research which aims to assess quality (rather than quantity). This can be the quality of a product or design or the quality of an experience, perception or attitude.

Who are Qualitative Researchers?

Everyone is a qualitative researcher. Listening, intuition, testing perceptions and assessing meaning are all skills which are used in everyday life. What makes qualitative research an industry is the skill involved in designing research processes, moderating discussions and interpreting the results. All qualitative research projects have scope for multiple interpretation. The skill of the researcher is in using a repertoire of academic disciplines such as neuro-linguistics, semiotics, psychology and anthropology to sort out what was meaningful and what was not.

What techniques are used in Qualitative Research?

Group discussion (originally based on group therapy) and projective techniques are powerful tools for meaningful qualitative enquiry. In fact 'focus group' has come to mean qualitative research, though there are many other methods, such as in depth interviewing, accompanied trips, observation and recall sessions, to name but a few. Ethnographic observation is becoming more popular as funders increasingly want to assess the links and inconsistencies between attitudes and actual behaviour.

The following are some examples of past projects by Telling Research:

Deliberative conversations between scientists and the public about nanotechnology

Nanodialogues was a series of experiments in upstream public engagement with different partners in different contexts. Telling Research was involved with Demos, the Environment Agency, two Research Councils, Practical Action and Unilever, in asking members of the public to join scientists in discussions on regulation, research funding, development and corporate innovation. A pamphlet detailing the research was published by Demos in 2007.

Discussing the future of public policy relating to children and young people

Telling Research was involved in the consultation on DCSF's Children's Plan with children, young people and professionals at a number of events during 2008. Subjects covered included play, safety, youth alcohol strategies and access to health. The events were convened by Opinion Leader and included small groups dedicated to children as well as larger deliberative sessions.

Communicating sustainable development within Higher Education

In March 2009 DIUS commissioned Edcoms and Telling Research to undertake a study "mapping communications interventions designed to influence students, student housing landlords, institutions and/or workforces associated with higher education institutions in their behaviours that affect climate change". The research took six institutions as a basis for study; Universities UK, HEFCE, the Environment Agency UK, Carbon Trust, Environmental Association for Universities and Colleges (EAUC), National Union of Students and the Department for Communities and Local Government. The research was primarily internet based and resulted in the creation of a communications matrix to help identify gaps and areas for improvement.