Associated Services:

Qualitative Research

What is Qualitative Research?

Qualitative research is the process of understanding how people perceive, experience, and interpret your organisation. Through structured conversation and analysis, it reveals the beliefs, motivations, and meanings that shape trust, relevance, and decision-making.

We use in-depth interviews, focus groups and stakeholder conversations, complemented by carefully designed surveys, to explore the human side of brand performance. By listening attentively and questioning intelligently, we identify the beliefs that drive loyalty, the moments that build connection and the perceptions that stand in the way of progress.

Our work goes beyond reporting. We interpret findings through a strategic lens, connecting what people say and feel to what your brand needs to do next. Whether you are repositioning an established organisation or launching something entirely new, these insights form the foundation for meaningful differentiation and authentic storytelling.

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Our research for Aleto, GMT Biogas and CBR Sustainability Partners has revealed powerful human truth, from understanding what trust really means in financial services to exploring how innovation is perceived within sustainability sectors. Clients often tell us that these sessions changed how they view their audiences, and how they view themselves.

Each engagement is designed around your objectives. We define the right audiences, craft thoughtful discussion frameworks and conduct research with depth, empathy and rigour. The result is not just data but clarity, providing actionable intelligence that informs strategy, guides creative direction and builds alignment across teams.

Who This Service is For

This service is for organisations that need clarity before making brand-critical decisions. It is particularly valuable when repositioning, launching something new, entering unfamiliar markets, or aligning leadership around a shared understanding of audiences.

Frequently Asked Questions

What is the goal of qualitative research in brand development?

The purpose of qualitative research is to uncover how people think, feel, and make decisions about your brand. It provides a deeper understanding of audience perceptions, motivations, and unmet needs including the human truths that quantitative data alone can’t reveal. These insights form the foundation for positioning and more effective communication.

How is Fable&Co.’s approach to qualitative research different?

We focus on uncovering meaning, not just collecting feedback. We combine considered questioning with experienced interpretation, connecting what audiences say and do, to what your brand needs to express. Insights are translated into clear actions that inform positioning, messaging, and design decisions, turning understanding into competitive advantage.

What methods do you use to gather insights?

We use a mix of interviews, focus groups, stakeholder sessions, and surveys tailored to the objectives of each project. This blend of in-depth discussion and structured data collection allows us to capture both the emotional and rational dimensions of brand perception. Each study is designed to reflect the realities of your market and the audiences you serve.

What kind of organisations benefit from this process?

Qualitative research is particularly valuable for organisations navigating change. This can include entering new markets, refreshing positioning, or launching new propositions. We’ve supported clients across professional services, sustainability, finance, and innovation sectors to uncover the nuances that drive loyalty and trust within their audiences.

How do you ensure the findings are actionable?

Every research outcome is analysed through a strategic lens. We distil patterns, tensions, and opportunities into clear recommendations that can inform both creative and commercial decisions. Clients receive a concise insight report that captures key findings, implications, and practical next steps for their brand and communications.

What happens after the research stage?

The insights gained often shape the next phase of work, such as brand positioning, proposition development, or messaging frameworks. For many clients, qualitative research becomes the evidence base for long-term brand direction aligning leadership teams around shared understanding and clarity of purpose.