Often the people we’re talking to are senior decision-makers – hospital consultants, Directors of companies, private investors, Head teachers. So it’s important to quickly develop a rapport, set them at their ease and talk their language.

And whether it’s an in-depth discussion or a focus group we make the respondent’s experience a rewarding and relaxing one. Because we find that when they’re engaged, the role-playing stops and the candour begins.

We prefer using short, flexible discussion guides that give us time to explore underlying attitudes and behaviours. Our approach is to listen and follow unexpected comments and new directions. And by shaping the discussion and thinking on the client’s behalf, we can pick up and pursue potentially rewarding lines of thought.