Contact us for availability and pricing

Qualitative Researchdsdsd

Qualitative Research

• It needs to be designed and structured in a way that circumferences some of the common pitfalls of qualitative research, in particular research effects, respondent bias and leading sequencing
• It needs to be conducted in an unbiased, independent and professional manner, void of research effects and other outside influences
• It needs to be analyzed and reported in a manner that is meaningful to the client, most notably in a way that is 'actionable', answering the ever-looming 'So What?-question'

Clients asking So What Research to design and execute qualitative research are almost invariably pleasantly surprised at our competitive fees. Having our own studios significantly reduces the project’s overheads, resulting in affordable yet meaningful research projects.

Many clients ask So What to represent the UK arm of a multi-country research project. We recommend conducting cross-border qualitative research first in the UK at So What studios, enabling us to provide our proprietary BIRD^TM services. This service comprises:

• Conducting the first groups at one of So What studios
• Asking the international moderators to watch the live web-stream of the first UK groups
• Conducting a teleconference to explain, provide context and answer any questions

The benefits of BIRD^TM services are powerful:

• It highly increases the quality and in particular the consistency of the research across multiple countries
• It highlights certain cultural or country-specific issues which may require tweaking the research for a certain country
• It will clarify translation issues
• It will have all international research partners working off the same page towards a common goal

Quantitative Researchdsdsd

Quantitative Research

So What conducts strategic quantitative research, in an effort to support clients’ decision making. We are not a fieldwork company, and rarely provide data-collection only services. However, we are in an excellent position to collect powerful data, clean of biases and halo effects, which will enable clients to base decisions on facts and evidence.

Quantitative studies of particular note are:

• Branding: positioning, brand optimization and equity analysis
• Concept tests: monadic tests or optimization studies
• Pricing: price strategies, elasticity and portfolio pricing
• Volumetric: new product sales forecast at various price levels

Milestones: So What has conducted a major multi-client Brand Perception study in partnership with Brand Care, interviewing almost 10,000 respondents in the UK and the USA. This study provides powerful brand insights for over 250 UK brands and 650 US brands, including:

• Brand appeal – 'affinity' to a brand
• Perceived expensiveness – relative to other options in that category
• Brand Value – derived from the appeal versus the perceived expensiveness
• Personality traits – the client brand versus the optimal brand
• 'Passion' – a measure of consensus of brand appeal
• User ratings – appeal among those who use the brand
• Demographics