Subscribe to Ogilvy IlluminationNews FeedSubscribe to Ogilvy IlluminationComments

Browse > Home / Our approach

Our approach


Qualitative research

At Ogilvy Illumination we use a range of qualitative techniques for our clients including focus groups, mini groups and in-depth interviews.

We use focus groups as an important tool to investigate the opinions of people who share a common set of characteristics – socio-economic, demographic, occupational or otherwise and who will be comfortable discussing relevant issues amongst their peers.

In-depth interviews are an effective way to reach time-poor research targets as well as those with confidential or otherwise sensitive information that they would prefer not to share publicly or with peers. They allow for flexible and in-depth consultation with people and in particular provide the opportunity to personally and directly consult key stakeholders on their views on a set of issues.

Ogilvy Illumination uses qualitative research techniques to probe the underlying beliefs and explore the value propositions held by our target audiences. A well-conducted qualitative research program will identify the key beliefs and attitudes that need to be changed, the values that will allow this to be achieved and the key messages that will achieve this. Insight into these attitudes and values is vital when crafting compelling communications messages.

Quantitative research

Ogilvy Illumination uses quantitative methods including online interviewing, computer-assisted telephone interviewing, face-to-face interviewing and self-completion surveys to deliver robust data with high levels of accuracy.

Quantitative research allows Ogilvy Illumination to put hard numbers around values held in the community. With this we can build a detailed profile of supporters and detractors and determine how to best frame an argument and position a communications campaign.

Tracking these measures over time allows Ogilvy Illumination to identify shifts in attitudes and beliefs and to provide strategic advice about how to redeploy campaign resources and adapt messages for key audiences as these shift over time.

Briefing, debriefing and reporting

Once appointed, we make arrangements for a detailed briefing session with Ogilvy Illumination, the client and any other relevant stakeholders to outline in detail the communications objectives, to confirm understanding of existing research and to agree a detailed and comprehensive research brief.

Usually this involves us running a brief workshop session in which we discuss the project with stakeholders and outline existing knowledge and data from both publicly available sources and our experience on similar projects to avoid duplicating existing knowledge. We use this session to produce a clear framework for the research fieldwork and reporting including:

  • A detailed audit of the resources available for consultation;
  • A specific set of research targets;
  • A detailed methodological approach for consulting these targets; and
  • A defined set of parameters to guide the research process.

At Ogilvy Illumination we do not believe that our work for clients is finished once we hand over our final research report. We make ourselves available for our clients to conduct detailed reporting sessions on all relevant findings as well as planning workshops and other similar sessions. Where appropriate we act as advocates for the findings with our clients and their stakeholders.

Sharing the research findings and making them actionable for our clients and their stakeholders is a vital part of what we do and is always at the forefront of our approach to research.

Ogilvy Illumination understands that for our research to be genuinely useful for our clients we need to understand their operating environments and provide research advice that is tailored to that environment.