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We are Further, a team of experts helping organisations know what people are doing, thinking, feeling and why. This is what we're doing, thinking and feeling ourselves right now.

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RIDE Framework: The Four Pillars of Great Online Qual
July 23, 2020

RIDE Framework: The Four Pillars of Great Online Qual

At Further, we know a thing or two about qualitative research. In fact, we live and breathe online qual. We eat and drink qual. We really, really love qual. Last week, because we want everyone else to love qual as much as we do, we conducted the..

How To Win More Online Qual Projects
May 27, 2020

How To Win More Online Qual Projects

Here at Further we are constantly being tasked with helping researchers win new online qual research projects. So we set about developing a masterclass to help senior researchers get more online qual projects across the line.

Moderating online qual projects during Covid-19
April 21, 2020

Moderating online qual projects during Covid-19

During the global crisis caused by Covid-19 and the Coronavirus, qualitative research has come to the forefront as the best way to understand people's changing attitudes and behaviours, and discover whether they want and need your products and..

Coronavirus Needn't Stop Your Concept Testing
March 16, 2020

Coronavirus Needn't Stop Your Concept Testing

Don't let the fact that you can't sit down with your participants in-person stop your concept testing

How to minimise your research costs and maximise your human insight
October 22, 2019

How to minimise your research costs and maximise your human insight

You’re under pressure.. to do more, with less, to meet deadlines and to get the insight to make the critical decision that will provide the winning-edge for your client. At the current speed of business, insight has never been more important, but..

Why you need 3D buyer personas in your life
September 5, 2019

Why you need 3D buyer personas in your life

At Further, we think that businesses may be missing a trick when it comes to developing their buyer personas. They’re settling for shallow 2D representations, based on certain assumptions, that could actually be harming their customer acquisition..

How forward thinking brands use insight
June 12, 2019

How forward thinking brands use insight

If your brand and your role involves dealing with consumers, then you probably understand how qualitative research works. Whilst big data and quantitative testing can highlight what consumers are doing, it takes qualitative exploration to..

Mobile ethnography and the curse of the 'over question'
September 26, 2018

Mobile ethnography and the curse of the 'over question'

Your client wants to understand how and why people are buying their product in retail stores. So you design a shopper research study using mobile technology and ask participants to share their experiences. However, instead of just letting them..

How to make video insights count in your research
August 7, 2018

How to make video insights count in your research

It's simple. Clients love videos. Videos allow you to bring their customers into the boardroom, putting faces to personas. They're simple to capture on a mobile research platform too.

WhatsApp-n'in with GDPR? A change to research methods and techniques
April 6, 2018

WhatsApp-n'in with GDPR? A change to research methods and techniques

WhatsApp is the most used app in the world. It's understood by its users, well-loved and the number one platform for digital interaction. There are 1.2 billion people using it globally, and some 680M users on a monthly basis*. So, why is GDPR..

John: my first time
June 7, 2017

John: my first time

“Oh bloody hell, I hope I’m not asking leading questions!? What even are those? Have I already said one? Quick, pay attention to what they are saying. Show you’re interested, nod your head. They sound like they are winding up, what’s your next..

March 8, 2017

‘All the world’s a stage, and all researchers and respondents merely players’

At its heart, qualitative research is about understanding people and their behaviour, largely by using probing questions and exploratory methods. But how effective can this research be when every participant might only be showing you one ‘face’,..

September 20, 2016

Little academic in big industry:

Bridging the Divide Between Two Worlds - A Sociologist's Journey into Market Research

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