What we're good at

We’re not precious when it comes to recommending a qualitative or quantitative approach; we’re committed to using appropriate techniques to meet pre-defined project objectives.


We carry out qualitative research; workshops, focus groups and group discussions, hall tests and depth interviews, accompanied shopping trips and mystery shops, on-site insight and in-home brand checks. We’re always using and reviewing new techniques as well.

Projects include new product development, category reviews, advertising development, product testing, idea generation and current range explorations.

Insight Gatherings

We choose the most appropriate method or methods which we believe will provide us with the most authentic customer voice.


We are experts in actively listening to this voice, interpreting it and bringing it to life in our presentations and reporting. We provide marketing insight through interpretation, whether it’s for a bank needing to understand its customers in more depth, or a supermarket wanting to understand a category in more detail.

“There are different types of sushi eater.”

This insight led to an extended range being developed specially adapted for each group.
Telling it like it is in Food.

“Blind testing food and drink products asks questions around the quality of many a famous brand.”
This ongoing work helped in the development of a major retailer’s advertising campaign which went on to be voted ad of the year by the British public.
Telling it like it is in Food.

“There’s more to cleaning a caravan than might initially meet the eye.”
This insight inspired a major car cleaning product manufacturer to create a product range specifically for caravanners. Telling it like it is in Transport.

“Even well trained sales consultants can sometimes let down their guard down.”
This mystery shopping project continues to prove invaluable for a major house-builder. Telling it like it is in Construction.

“Most mums would love an alternative to dragging their poorly children down to A&E.”
This insight helped in the development of a campaign to promote the wide range of health services available to mothers from the NHS. Telling it like it is in Healthcare.

“Knitting’s not just for mums.”
This work helped a major publisher promote and target its new knitting magazine beyond the image of the stereotypical knitter.
Telling it like it is in Leisure & Tourism.

“Golf at the driving range can be highly competitive, as well as good fun.”
This project helped a company with a new idea for golf coaching obtain a major investment for its new ‘faster golf’ concept. Telling it like it is in Sport.

“The devil can be in the detail when designing a new tent.”
This work encouraged a global manufacturer of camping equipment to take a long, hard look at its current range of tents. Telling it like it is in Leisure & Tourism.

“More and more people are living life in the red.”

This insight helped a major bank understand their customers in more depth.
Telling it like it is in Finance.

“Interviewing ethnic minorities has to be done on their own territory and terms and preferably after food.”
This insight led to fieldwork being conducted in mosques as opposed to in homes and hotels. Telling it like it is in Social Marketing.

“Men who buy chocolate as Christmas presents want to multi-purchase in less than five minutes.”
This insight led to a revised layout in store, making product choice simpler and speedier. Telling it like it is in Retail.

“High blood pressure in men can be the first sign that they are no longer invincible.”
This insight led to a radical re-think on how blood pressure monitors may be brought to market. Telling it like it is in Healthcare.

“Many people are unaware that they have payment protection insurance.”
This insight led to a re-think on advertising that warned about mis-selling of PPI.
Telling it like it is in Finance.

“Women with post natal depression don’t always feel welcome at clinics.”
This insight led to a healthcare provider adopting new and radical approaches to getting patients to attend clinics. Telling it like it is in Social Marketing.

“Consumers now expect a broad range of freshly baked speciality breads in-store.”
This insight led to a major supermarket chain extending its in-house baking facilities and offering a broader range. Telling it like it is in Food.

“UK teens share the same sense of humour as their US counterparts.”
This insight led to a similar advertising campaign being used in the UK as the US, leading to major savings all round. Telling it like it is in Advertising & PR.

“Many young people are surprised to know what comes under the heading of culture.”
This insight helped a government initiative re-develop its entire marketing strategy.
Telling it like it is in Leisure & Tourism.

“Coeliacs feel ignored by food manufacturers.”
This insight led to an improved range of coeliac products and better distribution of them by a major retailer. Telling it like it is in Food.

“Consumers love the idea of double concentrates and see it as the way forward.”

This insight was loved by the retailer too as it meant lower production costs, less product, less packaging but the same taste delivery. Telling it like it is in Soft Drinks.

“Real cash incentives are the only way to entice people to change banks.”
This insight led to a campaign message based on cash incentives not other ‘gimmicks’.
Telling it like it is in Finance.

“A friendly greeting by a courier can make or break a holiday.”
This insight led to a comprehensive training programme for all couriers running camping holidays in Europe. Telling it like it is in Leisure & Tourism.

“Not all ‘known’ criminals are known.”
This insight changed the concept of a major push aimed at getting people to report crime anonymously. Telling it like it is in Advertising & PR.

Telling it like it is in: Advertising & PR, Eyewear, Finance, Food, Healthcare, Leisure & Tourism, Retail, Social Marketing, Soft Drinks...
Adidas logoWaitrose logoBurger King LogoM and S LogoBarclays logonhs logoTesco logoMcCain logoPizza HutDulux logoSainsburys logoNike logoASDANestlePrincesStarbucksSadolinCo-Op BankThorntonsPagoMillies CookiesReevesWinsor and NetwonCott
© Park Lane Research. All rights reserved | 352a Park Lane, Poynton, South Manchester, SK12 1RL | T: 01625 850123 | F: 01625 850103 | E: enquiries@parklaneresearch.co.uk | Site Map | Designed by PITCH&CO