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