The Need for Speed: Overnight Qual

To stay in touch with the sheer pace of information delivery, we’ve created a fast and lean qualitative approach – Overnight Qual – to deliver insights at speed.

The Need for Speed: Overnight Qual

The author(s)

  • Natalie Kearse Research Director
  • Katherine Jameson Armstrong Head of Qualitative, Ipsos Connect
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In this reality, where our clients are juggling tight timelines to address business issues – fast decision making is key. It’s not uncommon for our clients to apologise for the pace with which they want us to deliver insights. Rather than push back, we prefer to embrace the need for speed.

To this end, we've created a fast and lean qualitative approach – Overnight Qual – to deliver insights at speed. It capitalises on the visceral reactions of consumers in response to different stimuli, whether product or communications, echoing their instant decision-making in store or at home to help with optimisation.

Want to learn more about how Overnight Qual could help with your research needs? Please contact  Natalie Kearse or Katherine Jameson-Armstrong.

The author(s)

  • Natalie Kearse Research Director
  • Katherine Jameson Armstrong Head of Qualitative, Ipsos Connect