Martyn Richards Research | Qualitative research
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Qualitative research

Whilst quantitative research can tell us ‘how many’, it is qualitative research that will give us the ‘why’.


Further, good qualitative research uncovers the feelings that really guide decisions.

I’ve worked with Martyn on a couple of very high profile strategic projects at Interface. He is great to work with – professional, knowledgeable and determined to meet his client’s needs. Martyn’s experience in qualitative research is second to none – you’re in safe hands when you ask him to work on a project – he’ll deliver what you need every time, on time, on budget. I’d recommend Martyn for any qualitative work.

Karen Lambert, Marketing Director UK & Ireland, Interface

With Martyn’s recent help and in depth research he has managed to piece together several matters and areas which we need to address and improve upon, to help develop Abate’s awareness more in our industry and services provided. Now we have a much better and clearer understanding of where we need to keep the same and where we need to improve, to help Abate at becoming East Anglia’s number one pest control company.

Jon Blake, Managing Director, Abate Pest Management


Indepth Interviews

Focus Groups


Research focus:
customer attitudes; advertising; communications; brand essence