Exploratory research

Understanding the underlying emotions and factors driving stakeholder sentiment is the first step toward shaping opinion. 

Discover Principals are all experienced facilitators and moderators with deep expertise in leading exploratory research including focus groups, in-depth influencer interviews and environmental reviews as well as innovation sessions and large group facilitated sessions. 

These methods help uncover the hidden motivators and deeper insights needed to develop compelling strategies that resonate with your stakeholders. We employ exploratory methods and projective techniques — including mood boards, brand imagery associations and birth and death notice exercises — in virtual and in-person environments to build a comprehensive understanding of the issues at play. 

Elevate your strategy with perspectives from leading voices. Our influencer interviews provide insights from confidential in-depth interviews with individuals who may have significant influence on a group’s position or stance. Discover will leverage these findings to help inform your strategies for engagement and persuasion. 

See beyond the headline with a comprehensive audit and review of key sources in social and traditional media, public policy forums and academia. Our team has a depth of experience assembling, analysing, and summarizing relevant resources to inform your strategy and reinforce your practices with expert opinion. 

Quantitative research

In business, as in politics, data drives effective decision-making. Without it, you are operating in the dark. It can be used to take stock of your reputation, understand public awareness of an issue, examine attitudes and behaviours of a specific target group, and measure sentiment of stakeholder groups toward any range of topics.

The type of quantitative research employed depends on the target audience and mandate. Our research team crafts the optimal approach from a range of instruments, beyond traditional online polling – whether it be tracking consumer online traffic, permission-based tagging of consumers to capture their online responses to advertising, or online usage and activity diaries.

To gain meaningful insights and better understand the “why” behind survey responses, Discover often incorporates AI-driven qualitative tools into conventional quantitative research instruments.

When there is a need to dig deeper into the numbers, Discover will employ advanced statistical analysis techniques such as factor analysis, cluster analysis and multiple regression.