Qualitative insights

Augur’s qualitative studies provide a clear understanding of what people actually think and feel about a product, service or topic. We uncover the driving forces behind a particular target group’s behavior, as well as highlighting opportunities and pitfalls. Our results are interpreted using theoretical and business-critical skills, together with insights regarding current trends and developments in society at large.

Innovative methods

We are continually developing our ways of working, and innovatively combine different methods to fulfill the complex information requirements of our clients.

• With Augur’s ‘Creative Key’ set-up, we can successively rework and fine-tune concepts and design proposals via creative workshops held throughout the fieldwork period. These workshops ensure that the client and the creative team are also able to contribute to the ongoing study.
• With Augur’s ‘Brand Affinity’, we carry out brand and competitor analyses. These analyses employ quantitative web-surveys for statistical significance, and close questioning in the form of projections.
• With Augur’s ‘Ethnographic Portraits’ we observe individuals in their everyday lives. This method gives us an even better feel for different types of behavior. For example, certain habits are so natural that not even the individual in question is aware of them; other habits can be verbalized in one way but manifested in another.




Traditional methods

Focus groups and in-depth interviews are still the most common methods of qualitative research. Over the years, Augur has refined these traditional methods in a number of ways: for example, we work with projections, “homework” assignments and emotional stimulations. Our experience has shown that projective techniques and images stimulate discussion, and elevate feelings to a conscious level. It is here that insights relating to needs, desires and wishes emerge. In addition, through the target group’s own photographs and diaries we can identify everything from joy to total frustration in everyday life. This type of material enriches our reports and contributes to an increased understanding of the target group.




Other methods

Qualitative telephone interviews are a great alternative to in-depth face-to-face interviews in cases of long distance studies or limited budget! Naturally, an important prerequisite is that the interview is prepared and carried out with the same level of engagement as a face to face interview. The telephone interview is therefore booked in advance, and the interviewee is encouraged to make the appropriate preparations to ensure a concentrated and relaxed discussion. This also gives the interviewer a better opportunity to pick up on responses and deepen the discussion. We also use visual material that can be sent to the interviewee in advance or displayed via their own personal computer screens.