The qualitative foundation

A good house is build on a solid foundation. Our foundation is our professional skills. As specialists we have a broad experience as well as the depth that comes with being well educated method-nerds and question-enthusiasts.

At Gad's we try to promote an atmosphere based on commitment, cosiness, and a taste for pampering. A workplace that expects and respects differences.

Our qualitative qualifications

Interdisciplinary cooperation is central to qualitative research. We employ psychologists, anthropologists, sociologists, masters of communication as well as others.

Independent of background we all possess the openness, curiosity, flexibility and thoroughness that we believe is the cornerstone of qualitative research.

But we also find it very important to be able to listen carefully and be enthusiastic about the possibility to generate new knowledge about a phenomenon. And to be interested in the world around us and the society that we are part of.

Case: test of campaign
Purpose: A foreign company wants to test a TV campaign for the Nordic marked. They need input for the creative process as well as an indication on how the campaign is received and understood.

Approach: Two focus groups in four countries. The focus was not on testing if the campaign was s 'go' or 'no-go' but more on the emotional response to particular elements of the campaign as well as the campaign overall.

Output: we composed four different typologies of customers who understood and reacted in different ways to the campaign based on their different backgrounds. Based on this the company and the agency were able to make creative changes in relation to the type of customers they wanted to reach.