A few weeks ago, I wrote about how all qual methods have different pros/cons and different people give of their best in different settings.
This is something the Lucid team feels passionate about, and why we think the ‘right answer’ for many projects may be multiple methods. For example:
- A digital ‘information gathering’ phase or pretask, followed by face to face deep-dive into this and developmental work on ideas arising from it
- Separate but complementary digital work and face-to-face sessions with different people of the same spec, exploring the same issue from different angles in different ways, concurrently
- An individual online test to get a clean read on e.g. innovation or positioning concepts, comms ideas or pack designs, followed by a handful of online or in-person sessions to interrogate the reasons and identify key optimisations
- A knowledge rewind and trends analysis phase, feeding into a client ideation workshop, followed perhaps by big, interactive consumer/client workshops or iterative groups to identify the way forward
Working with mixed methods in this way means we access more than one consumer modality, match a more diverse range of abilities – and this gets more from everyone.
Because by shaking more of the tree, we get more of the fruit
Maddy is Director of Lucid. She has been described as a ‘maestra’ with groups of people and is appreciated for her passion and commitment as well as the clarity of her strategic thinking, insight and expression. Maddy began her career in advertising at Ogilvy and BBH and then worked at the Arts Council, English National Opera, AEA consulting and Stimulating World Research before setting up Lucid.