Our Qualitative Approach

Our experienced social researchers consistently deliver sensitive and insightful qualitative evaluations

Woolcott Researchhas a longstanding history working with Government at the Commonwealth, State and local level in researching issues pertinent to development of social programs and policies. In the qualitative arena we have conducted formative research, campaign development, concept testing, communications evaluations and service delivery evaluations.

We have a large team of very experienced qualitative researchers skilled in conducting social research, and can therefore turn-around research findings in very tight time lines when required.

We have researched many sensitive issues including smoking, obesity, organ and tissue donation, binge drinking, water restrictions, infant feeding, bowel cancer, breast, cervical cancer and fertility/IVF.
Our strong experience conducting qual research covers a range of diverse segments and audiences, Australia-wide, including the ATSI community, people from Culturally and Linguistically Diverse (CALD) backgrounds, pregnant smokers, children, parents, university students, Government benefit recipients, socially disadvantaged, SMEs.

Our various methods used to 'talk' to key segments include individual in-depth interviews, in-home paired partner depths, affinity groups, mini-groups.

Some segments are typically hard to recruit for qualitative research sessions, but we think 'outside of the square' to find them. Through our in-house recruiter, as well as a team of regular recruiters Australia-wide, we maintain total control and flexibility in terms of recruitment methods, venues, locations and participant specifications.


Our emphasis is on human psychology, which allows us to go beyond logical, rational responses, to understand the real determinants of consumer behaviour which are particularly important in the development of effective communication strategies and social policy.


- We use a wide range of projective techniques to help uncover some of the more closely guarded or private attitudes and perceptions.

- We have innovative methods (used in the qual context) to assist in overcoming response bias. We acknowledge that there can be pressure on people to respond to questioning in the most 'favourable' way, on the basis of influences such as the desire to impress, concern for political correctness and/or the need to minimise embarrassment.

- Our proprietary response latency techniques are based on indirect questioning methods which are not transparent to participants and which cannot be manipulated. True responses are invariably revealed without participants feeling any sense of discomfort.