Introducing Our New Quant Team

We’re thrilled to announce that Humankind is expanding beyond its qualitative heartland and building a quantitative team able to take on standalone quant research projects. It will be led by our wonderful newly recruited Head of Quant, Laura Moore, and Quant Research Director, Amy Watson. The move to establish a quantitative practice comes in response to growing demand for quant approaches from existing and new clients, leading Laura and Amy to initially work alongside us in a freelance capacity, and now making the move to join the team permanently. The team will be offering a full suite of quantitative research, including campaign and brand tracking, segmentations, supporter surveys and much more, bringing the rigour, thoughtfulness and person-centricity which we pride ourselves on. These are just a few tangible examples of how our focuses on participant experience, inclusivity and actionability translate to quant research: 

• Thinking hard about who is answering the survey – going beyond simple definitions of ‘nat rep’ to think about factors such as disability, gender identity and sexuality 
• Considering the experience of the quant participant. We want surveys to be engaging, enjoyable, not too long, and speaking their language. With this in mind, we put a lot of thought into how questions are framed, especially on sensitive topics (which may even involve doing some light-touch qual first to ensure we get the language right) 
• Scrutinising findings for meaning. We know there is a risk of over-claim in quant, especially on the social good topics we specialise in, so we triangulate our findings with existing data  
• And, as ever, we bring a sharp and intentional focus to how outputs will be used. Quantitative research can play so many brilliant roles in insight, PR, taking stakeholders on journeys and more…. But these different outputs require very different inputs  

 As you might be able to tell, we’re very excited to get our quant proposition out to the world! We know some clients have been working with us on quant projects for many years, but for others it might be more of a shift to consider Humankind in a standalone quant capacity. We’d love to introduce you to our quant team so you can hear more about what they do. Just email hello@humankind-research.com if you’d like to discuss further