Giving consumers freedom of expression.

We are the first to say that qualitative research needs to constantly evolve to respond to changing consumer and business needs. But the focus group remains a powerful framework for us to discover how consumers choose to represent their life, times, attitudes and relationship to brands.
We are constantly developing original qualitative research-based techniques, to help us gain a more in-depth understanding of the consumer's story and look behind the truth they assume to tell or want us to hear.

Many of our moderating techniques involve staging deliberate challenges to get people analysing their own lives. We like to get consumer-informants to work with us as active participants, not passive respondents.

Seeing ordinary life through an extra-ordinary lens

Duckfoot used ethnographic techniques to generate new insights from everyday consumer behaviour that other research methods are unable to produce.
Our approach combines academic anthropological principles with innovative research methods designed to provide the most insightful solutions for our clients.
This allows us to get privileged access to people' intimate relations with brands and products / services.
Ethnographic methods uncover un-met consumer needs and identify new opportunities for brands, because they can answer questions consumers themselves can't.

Live-in Research
First hand observation and interrogation by researchers in the home, shop, car, where ever.

Consciousness Raising
Consumers monitor and report on their own everyday behaviour to heighten awareness of their own lives.

New Behaviour
Consumers are given a new product or concept to understand how it could fit into their everyday lives.

Giving creative ideas the freedom to flourish

Psychology is an essential element of the DUCKFoOT approach and we consider the important social psychological issues that influence brand choice and use.
Quality ideas need sophisticated testing — AIM™ is a revolutionary application of proven psychological insights that uncovers what has been absorbed on an intuitive, unconscious level that will not be picked up by self-reported techniques. Find out more about AIM™.