Research

Ethnography
Cultural Immersion
Persona Build
User Diaries
Focus Groups
In-depth Interviews (IDIs)
Home Trials
Online Research
Shopper Research
Store Safaris
Eye Tracking

Our research offer is diverse     and includes ethnography, exploratory qualitative research, concept development & testing, user trials, shopper research, eye-tracking and online research.  

We conduct stand-alone research projects as well as integrating research into innovation and design programmes. In a fully integrated programme, we might use research to discover fundamental user insights, innovation to generate new ideas, design to create concepts, research to evaluate the concepts and prototyping for bringing it to life.  This integrated approach allows us to bring insights and ideas to life, and to fully realise the potential of an opportunity.

Our sector research experience is significant and broad, covering personal care, food and drink, pet care, automotive, healthcare, domestic appliances, vending and mobile communications.

We offer an in-house research viewing facility in the UK, as well as the capability to run large-scale global research  programmes. Recent global projects have involved fieldwork in Brazil, Russia, Japan, India, China, Korea USA, and Europe.

Ethnography 
We run large-scale global cultural immersion and ethnographic projects which yield rich insight for innovation projects. Ethnographic research allows us to observe product use in its real-life context and can highlight opportunity areas that are not revealed in traditional qualitative research

Exploratory qualitative research
We undertake qualitative user research (groups, depths, workshops) both in our in-house viewing facilities in the UK and on a global scale.  

Concept development
User testing of concepts or prototypes is key to the product development process at KD. It ensures that user needs are taken into account and provides direction in terms of which concepts to take forward.

User trials / home trials
We use home / user trials to observe users interacting with products or prototypes and identify opportunities for development.

Shopper research
Shopper research helps us to understand the purchase journey and identify purchase triggers, conversion drivers and barriers. We use a mix of techniques, including accompanied shops, intercepts, in-store focus groups and eye-tracking.

Online research
Online research allows us to test product and packaging concepts with a much larger and more robust user audience. We also use online focus groups as a co-creation tool, allowing us to engage a group of online users over a period of days or weeks in order to develop new product ideas.

Discovery™
Our Discovery™ programme uses a combination of cultural immersion and observational ethnography to reveal insights and explore potential business opportunities.  Discovery™ explores the reasoning and emotions behind consumer behaviour, and allows us to uncover both conscious and unconscious user needs.