Qual, quant and data science, with strategic thinking built in.
We design qualitative research, quantitative research and data science around the question your team brings, whether it’s a choice to make or a market to understand first.
Three disciplines, and the programs built from them.
- Qualitative research
Why people choose, use and switch, from what they say and what they do.
- Quantitative research
How many people share a need or a view, and what they choose when the options are compared, so you know who to put first and what to offer them.
- Data science and analytics
How big an opportunity is, and how your options compare, in models built from survey data, your own data and outside sources.
- Market entry research
Which markets to enter, in what order, and with what.
- International research
Evidence your central and local teams can compare, market by market, and act on together.
- B2B research
Research with the businesses and professionals who specify, buy and use what you sell.
- Sensory research
What people notice as they taste, smell and use your product, in terms your developers can work from.
Where teams usually start.
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The decision is clear, and the research it needs isn’t.
We design qual, quant and data science around it, and we’ll say if research wouldn’t change your plan.
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The evidence you hold points different ways.
We read groups, surveys and models together, and tell you what the evidence supports, how far to rely on it, and what it means for your next move.
Evidence with a next move.
“The team is seeing application of the research, company-wide… We are making some major strides and I really appreciate the time, effort, and partnership from you and the team.”
- Building a growth plan for a family skincare brand A long-term growth strategy, with innovation, communications and retail playbooks. What happened next The company then commissioned us to test new product concepts, including products for babies and children.
- Setting a heating company’s target customers A sized customer segmentation with pen portraits, profiles and a targeting rationale. What happened next Its media agency planned around the priority segment, and further research was read through the same segments.
- Rebuilding support around what customers need A needs framework for customer support. What happened next Support plans built on the research, then taken into the company’s global customer experience strategy.
The scale we work at.
About half of our work, and often more, runs across more than one market.
We have run research in more than 20 countries. Many programs combine qualitative research, quantitative research and data science, and run in several markets at once, so central and local teams can compare them like for like.
An outdoor equipment maker was bringing a new mowing technology to professional markets in six countries. We sized each market from the ground up and heard from the people who buy the mowing, then assessed each market for entry.
A leisure travel company plans its year around a view of who its customers could be. We built a market segmentation with its insight and data science team, and the following year it commissioned a refreshed market view from us.
Questions teams ask.
Is antedote a consumer insights agency or a consultancy?
A consultancy that does its own market research. We design qualitative research, quantitative research and data science around the decision your team faces, and tell you what the evidence means for it.
Can one program combine interviews and a survey?
Yes. Qualitative research shows how people choose and why; quantitative research measures how many, and which differences matter. When a question needs both, we design them together, so each picks up where the other stops.
Can you start from research we already have?
Yes. Past research, sales data and tracking often answer part of the question, so we can begin there and put new research only where the evidence runs out.
Can you help us decide which customers to focus on?
Yes. A customer segmentation shows who your customers are, how large each group is and what each needs. Which to prioritize is then a commercial judgment, and we help your team make it with the evidence in view.
Which industries do you work in?
Mostly consumer brands, from food and drink to beauty, household and pet, and technology companies, from devices and apps to enterprise products.
Our work with consumer brandsOur work with technology companies
Our thinking on these questions
Bring us a question your plan depends on.
Tell us what your team needs to know and by when. We’ll suggest the mix of qualitative, quantitative and data science work that would answer it.
A partner or director will reply.