More insightful and actionable Qualitative Research

MORPHOLOGICAL PSYCHOLOGY

Using consumer research based on the principles of morphological psychology, Duxton delves deeper into the minds of any target audience through in-depth interviews and focus groups.

For example, in Singapore we identified the underlying needs that cause unhealthy habits and which motivations must be ‘triggered’ to affect behaviour change.

With our approach, we unearthed the key insight of the iQuit campaign, which is recognised by WHO as the most effective anti-smoking campaign globally.

ONLINE OR OFFLINE

We conduct in-depth interviews and focus group discussions via Zoom which we have found elicits freer and more open responses because respondents feel secure in their own environment.

However, we can also accommodate face-to-face in-depth interviews and focus group discussions as required.

ENGAGEMENT MODEL

To ensure that our findings are insightful and actionable we produce an engagement model that defines the drivers of brand/service engagement and the ‘proof points’ that need to be delivered to ensure maximum customer engagement. The model provides marketers with the specific insights to drive brand loyalty and new customer acquisition.

Duxton's engagement model acts as a strategic platform for behavioural change of all types to guide policy, marketing and communications.

Qualitative Research by Duxton

brings insights to life, and delivers an actionable strategic platform.