Our methods

Preparing for the future

Qualitative research which "describes what is now" tends to "discuss" issues. However, at Phoenix, qualitative research about understanding change is about more than words. It is both experimental and experiential. It invokes all the senses and all forms of expression of meaning. Our work has a strong visual component. Who was it who said "A picture is worth a thousand words"?

Visual thinking

Our innovations in qualitative interviewing using visual thinking go beyond techniques for understanding the needs of a market and the status quo.

• Use visual as well as verbal language to explore new possibilities
• Shape thinking to create coherence out of change
• Reshape thinking to help create changes marketers are seeking

We use interviewing tools which enable people to "see" ideas:

• Use images and symbols as stimuli
• In combination with forms of visual recording of responses by consumers
• In combination with verbal language and discussion

Using symbols and other forms of visual expression has influences which reach below the surface of the mind. It helps people rapidly make connections among their thoughts. It enables a relational kind of thinking that allows true, strategic insight to emerge.