BIG

People behave in different ways in different situations. Research surroundings influence what research is able to observe and how people respond to questions. Where a particular kind of response is being sought, this can be helpful. However, in many circumstances it is something that inevitably limits the research process. BIG is a methodology that allows us to consider the same person’s response in a variety of settings.

This means that we consider a question from as many angles as possible – accessing Background beliefs and behaviour, Individual responses and opinions expressed as part of a Group. It’s a way of working that brings a greater depth of insight across many types of research project from exploratory behavioural studies to creative advertising development.