Cambridge MR has a rich, in-depth understanding of the needs, motivations and changing priorities of consumers in Britain. Applying this knowledge on every Qualitative project enables us rapidly to move on beyond the basics and into discovering what is really shaping behaviour and influencing opinion.

With so much exposure to markets at the heart of British life, our approach is inevitably realistic and pragmatic. Whilst this provides a framework, it does not inhibit us from exploring fresh, creative thinking that helps us to understand how attitudes and behaviour are evolving - and at what pace.

Like other agencies, we use the full repertoire of Qualitative techniques, but place great emphasis on using those that involve the respondent and getting them to relax and open out. Games, stimuli, media and other interactive techniques are all used to exploit their interest in the research and willingness to contribute, allowing them to be more spontaneous and genuine in their responses.

Getting closer to the respondent is important to us. That is why we devised Consumer Shadowing, an extended process that peels back claimed behaviour to reveal the realities of consumer attitudes and behaviour, closing the gap between what people say and what they actually do.

Getting the client involved in the research process is equally important, right from briefing, viewing in and out of the home, through to final presentation.