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About Quiddity

Quiddity is devoted to making sense of consumer culture, popular opinion and public life through careful research and detailed analysis. We produce original insights unavailable to traditional market research by focusing on the analysis of naturally occurring data and unstructured data. Our belief that naturally occurring data is better data is what makes Quiddity different from other research & insight consultancies. While traditional market and social research “interrupts” daily life to get answers, we prefer to capture data in context rather than generating it artificially. We help organisations understand the cultural context in which they operate and how people make sense of brands and communications within that culture, using techniques such as netnography and discourse analysis. We are interested, enthusiastic, and open. We believe that curiosity has value. We like to work with clients who appreciate that there is no single answer to complex problems; and that there are many different ways of thinking about simple ones. We have specific expertise in the analysis of language and text (inc. survey open-ends, NPS verbatims, & social media data). Using specialist qualitative and quantitative techniques, such as discourse analysis and natural language processing, we turn abundant linguistic data into compelling insights. If you collect a lot of linguistic or qualitative data such as survey verbatims and focus group transcripts but want to extract more insight and value from them, do get in touch. We are always interested in working with interesting (and interested) people on interesting problems.

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