we understand people in mind, body and spirit

Spirit is the home of qualitative excellence at Join the Dots. Spirit breaks free from the constraints of traditional qualitative research and takes full advantage of our insight ecosystem by flexing methodologies to combine asking, listening and, crucially, observation techniques, including:

Mobile  I  Video  I  Communities  I  Workshops  I  Ethnography and Self-Ethnography  I  Discussion Groups  I  Depths  I  Accompanied Shops  I  Expert Interviews  I  User Testing  I  Hall Tests…and more.

Spirit leverages smart people and smart technology. Supported by designers, trend experts, filmmakers and storytellers, Spirit will help you gain a deeper understanding of people.


House of Fraser audience understanding

In 2016, House of Fraser embarked on a project to develop their brand ideology. As part of this they needed us to get them closer to their target customer. Our job was to unravel what makes her, her - in ways that would bring her to life for key stakeholders throughout the business.

read more

understanding Freeview switchers

Freeview identified a need to broaden and build upon their existing knowledge of their target audience in order that they might determine the likely triggers and barriers to Freeview adoption and to more accurately identify where these consumers drop out of the ‘switching to Freeview’ journey

read more

intu shopper journeys

intu had a good understanding of some touchpoints, and the in-centre experience for some customer groups. However, to enhance the customer experience further, they needed to look at the customer journey of each shopper type in detail, in order that staff training in all centres go further in developing intu's brand promise of bringing joy.

read more

when the spirit moves you come and talk to us about qualitative excellence at Join the Dots

email Sarah

we observe human behaviour

find out more

we deliver insight with impact

find out more

connect with us