Qual Street

Dedication to the answer



Core Team

Kath Rhodes, Ambreen Aziz and Claire Thomas are the core team at Qual Street. We’re three long-serving qualitative researchers, who’ve each been doing research for more than 20 years. Our long service award means we know how to do qual old-school, so we know how to go deep in groups when needed. Along the way we’ve learned that good research is always ‘360’, so we take time to get to know the person we’re interviewing – and their character. We explore too what affects behaviour and decision making in the moment. To complete the picture we’re mindful of the impact of culture too on how people live their lives.

Each of us is different: Kath particularly loves ideas, Claire especially loves the narrative, Ambreen is above all a great visual thinker: together we make up quite a team!

We’ve got an amazing contacts list of very special Street Mates who we collaborate with on projects (many of my projects are combined qual & quant as well as qual-only). All the researchers we work with are senior, experienced and full of commitment.

We don’t just work with researchers, though, we frequently work with film-makers, graphic designers, visualisers, planners, and creative facilitators too.

There are more, but regulars are:


Sandra Hand
She’s a master thinker. She can write up a storm too.

Dawn Lambert
Diligent, dedicated and smart.

Vicki Raynor, Vicki Raynor Research
The Duchess.

PS We do work with men too! They are just a bit thin on the ground as Qual researchers…


For a business called Qual Street, it sure does get involved with a lot of quantitative research. We work hand in hand with these three businesses to bring you an all-round research package on full service projects. Highly recommended:

Jo Perkins, Jo Perkins Research
We can’t speak highly enough of her as a person and a researcher. She’s the tops.

Ink Research
They are a quality outfit who are inspired by the best in Behavioural Economics

Tracer Insight Consultancy
Run by Iona Carter, an expert in shopper and behavioural insight. No stone left unturned with Iona. She’s an amazing shopper researcher. Tracer Insights

Beyond Researchers

Good research needs more than researchers… it needs great fieldwork companies, film makers, designers, technologists and more. Here’s who I recommend:

Such a can-do field agency and super efficient…

We’re so impressed by how this business runs and how they manage their huge database of respondents in a way that means you get really good participants.

Studio HB
Graphic design: Harp makes things look beautiful.

Fly Video
Ex qual researcher turned film-maker.


Kath Rhodes, Qual Street Owner

I love love learning and so I invest time and resources with Ambreen and Claire into exploring social psychology, neuro science, creativity and new techniques in research. Read all about it and help yourself to the ideas that will deliver your business the insight it needs

Latest tweet from the street

RT @living_brands : Come and see the friendly ICG! ⁦ @TheICG ⁩ ⁦ @TweetMRS#mrslive https://t.co/xkvfQDc4fz

@Qualstreet on 12 March 2019