methodologies used by ampersand research

Qualitative research:

Primarily exploratory research used to gain an understanding of underlying reasons, opinions, and motivations. It provides insights into the problem or helps to develop ideas or hypotheses for potential quantitative research

  • Focus groups / discussion groups (sessions with 6-8 participants)

  • In-depths interviews (one-to-one interviews),

  • Ethnography (observing participants using products/ services in their own environments)

  • Gang surveys

Quantitative research:

Structured surveys/ questionnaires used to quantify attitudes, opinions and behaviours by providing data and statistics that generalise results from a sample of the population of interest

  • Face-to-face interviews conducted by trained interviewers (can be conducted in a central location, in-home or on street)

  • Telephone interviews

  • Online interviews

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ampersand research limited, Antenna, Beck Street, Nottingham, UK. NG1 1EQ 


Telephone: 0115 9932343


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