Kaleidoscope is a new approach to qualitative research, grounded in humanistic psychology and systems theory. It is a synthesis of research tools and techniques custom-designed to provide a deeper understanding of how respondents think, feel and are motivated in any particular area of medicine.
Respondents undertake a range of exercises along with some group discussion in customized workshops facilitated by specially trained Kaleidoscope Practitioners. Insight have developed a significant number of Kaleidoscope Practitioners both internally and in selected partner agencies, allowing for large scale multi-country Kaleidoscope studies to be undertaken.

The data generated by the Kaleidoscope workshops undergoes rigorous analysis, often involving clients. The unique outputs enable us to construct a model of the emotional landscape of the area under investigation, illuminating values, beliefs, motivations and restraints in terms of treatments and approaches.

Kaleidoscope research can shed valuable new light on a variety of challenging marketing situations such as launching into a new market, undertaking a major communications rethink, and giving ‘stuck’ products an edge.