Qualitative Hothouse

Fresh, flexible qualitative research

We are Ipsos MORI's award-winning specialist qualitative team.  We are the biggest leading edge private and public sector qual team in the UK.  With passion and expertise, we explore the brand, category, social, technological, industrial and cultural changes which affect our clients - and spot the patterns others don't. 

The 32 researchers in the Hothouse are experts in thinking big, illuminating the future for social, consumer and business decision-makers.  The majority of our £12.8 million turnover in 2007 came from qualitative only studies. 

Many large agencies keep their qualitative units in a box, distant from the specialist knowledge of other teams in the company.  We're different - we like to get out more.  But we are not generalists who work on everything.  We each work on the projects we love, in the sectors we know.  We keep our creativity, enthusiasm and sensitivity, and our clients benefit. 

One group of us, based in Harrow, spearheads consumer and b2b research while the other, based in Borough, leads on public sector work. When we get together, we constantly make fresh and unexpected connections. 

Your project will be run by qualitative specialists, enriched with Ipsos MORI's wider knowledge.  This gives you innovative research design together with clear, creative thinking.   

Our clients say …

"The Ipsos MORI Hothouse skillfully knit together semiotic analysis, great qualitative research and thoughtful consultancy to give us meaningful insights for our business and our brands. It was a pleasure working with them".

Jon Sumroy ,Chief Marketing Officer, 888.com

"Qualitative research can sometimes be superficial — but Ipsos MORI got to the bottom of issues that can take 20 years to understand fully!"

George Legatt, QC, General Council of the Bar

"Ipsos MORI's work was full of ideas which helped us understand our brand and improve our communications"

Sally Pulvertaft, Marketing Director, University of Portsmouth