Qualitative and mixed method research
At the heart of our work in Scotland is delivering reliable research to inform and shape public policy. We work across the full range of research methods and most policy areas, combining robust research with real insight. Mixed method and qualitative research are particular strengths. Many of our studies involve engaging and empowering diverse participants to share their stories and experiences, often in combination with analysis of secondary data or stakeholder surveys.
Our team combines methodological rigour with deep understanding of the Scottish policy context. We bring expertise across a broad range of topics, including health, children and families, crime and justice, sustainability and environment, education, rural affairs and more.
Senior Team
 | Rachel Ormston, Research Director, has worked in applied social research for over 20 years. Rachel directed the Scottish Social Attitudes survey for over a decade and designed telephone, face-to-face and online surveys on wide ranging topics and for diverse audiences, from parents claiming child maintenance, to people who have recently dealt with the estate of a family member, to third sector organisations in Glasgow. As co-editor and author of Sage’s Qualitative Research Practice, a leading textbook on applied qualitative methods, Rachel is also highly knowledgeable across a wide range of qualitative methods and approaches. She works across policy areas, but has a particular interest in crime and justice, health, children and young people, and politics. She has a particular interest in research ethics, sitting on Ipsos’ internal Research Ethics Group. |
 | Jane Eunson, Associate Director, has 19 years’ experience of conducting social policy research, primarily for Scottish public sector organisations, using qualitative, quantitative and mixed method approaches. She is particularly experienced in mixed method research and evaluation, and is skilled in the review of monitoring and administration documentation, primary quantitative and qualitative data collection, and the triangulation of findings to produce analytical outputs, as well as developing logic models and theories of change to support evaluations. Jane’s policy knowledge is wide-ranging but is particularly focused on the areas of children and families, with several recent evaluations focused on childcare and child poverty. |
 | Ciaran Mullholland, Research Director, is highly skilled in qualitative, quantitative and mixed-method research and evaluation. He has project managed and facilitated qualitative and deliberative research studies, on topics ranging from local government spending, to water service standards and renewable energy. He has also overseen numerous quantitative research studies, including a number of our regular tracker surveys, such as the Highlands and Islands Enterprise Business tracker. Ciaran leads on transport and infrastructure research in the Scotland team. He has a particular interest in climate change and in consumers’ experiences of infrastructure, including in relation to energy, water and postal services. |
Case studies
Civil Justice Pandemic Response
Our Civil Justice Pandemic Response research, conducted on behalf of the Scottish Government with academics from University of Glasgow, explored the adoption and use of remote hearings and other adaptations to the Covid-19 pandemic within the Scottish Civil Justice system. Drawing on a rapid review of existing evidence, an online survey of professionals, and qualitative interviews with parties and professionals involved in four different types of civil case, the research provided robust evidence to inform discussions around whether to continue with, and how to improve experiences of, remote hearings and other measures.
The Scottish Welfare Fund review
The Scottish Welfare Fund review provided independent evidence on the operation and effectiveness of the SWF in supporting people on low incomes who require help due to crisis or to live independently, and to identify issues that either aid or hinder the Fund in meeting this purpose. A mixed mode study, it combined existing evidence, analysis of monitoring data, interviews with all local authorities, and case study research with applicants, stakeholders and delivery teams in case study areas, to provide a robust picture of the operation of the fund and areas for improvement.
Out of Home Digital Market Food Promotion
Our research for Food Standards Scotland on Out of Home Digital Market Food Promotions explored the impact of promotions and other marketing strategies on consumer behaviours when ordering food and drink using digital platforms, such as websites or apps. In particular, it examined if, and how, promotions and marketing influenced the frequency and volume of food ordered. The study used qualitative methods, combining a four-week online diary task using a mobile app to record orders, and follow-up in-depth video interviews.
The Scottish Juries research project
The Scottish Juries research project, led by Ipsos in partnership with academics from the Universities of Glasgow and Warwick, was the largest mock jury study to date in the UK. We created and filmed two realistic, condensed trials, and showed these to 64 mock juries, varying the size of and instructions to juries to test the impact of jury size, the majority required for a verdict, and whether or not the ‘Not proven’ verdict was available on jury decisions. The Scottish Jury Research project was one of the highest profile and most ambitious pieces of justice research commissioned by the Scottish Government. The findings informed discussions on reforms to the Justice system in Scotland, and the study won the 2023 Public Policy/Social Research Impact Award at the MRS Awards.
