Qualitative

Silhouettes of people passing LED illuminated facade with continuously changing colors.

What makes us fascinating, complex human beings also makes us unpredictable and elusive. Influencing behaviour has never been easy, but understanding it fully is essential to inspiring confident business actions. And that’s what we do. 

Our qualitative experts combine years of experience with the latest thinking about the brain, the psyche, the senses, emotions and how we behave, to help you understand how people make decisions, form connections and place their trust. 

We uncover human stories using sensitive elicitation, observation and interpretation skills aided by behaviour change, innovation, ideation and cultural insights frameworks.

Our ‘open thinking’ approach enables us to think flexibly about your issues, and work with multiple sources of data to address them. We regard qualitative research as a mindset that is sensitive to context, the evolving environment and the promise of data and technology. Open thinking is about curiosity and co-creation. It’s about combining empathy with science to bring you the full picture. 

Whether your question is about brand strategy, creative development, customer and stakeholder experience, behaviour change, segmentations or more, we promise to surprise you and push your thinking further with our interpretation and understanding of people.

Specialist knowledge

Experts in brand strategy, segmentations, creative development, innovation, commerce, customer experience and more.

Cross-cultural insight

Consumer insight from an intimate understanding of New Zealand culture and over 80 global markets, to help you build culturally relevant brands.

Innovative methodologies

We combine best practice qualitative approaches with powerful digital technology to get a unique understanding of behaviour.

A partnership

We like to build relationships with our clients, and see them succeed through an ongoing understanding of their customers. 

Jason Cate
Jason Cate

Head of Qualitative
Jason.Cate@kantar.com

Ka kite anō au i a koe

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Our Office

Auckland
Level 1/46 Sale Street,
Auckland 1010
T (+64) 9 919 9200
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