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Qualitative research

- to see beyond

the obvious.

Qualitative research is about diving deep into the questions that focus on the why and how, and reaching beyond the known knowns to identify what really matters.

It is the artful inquiry to reveal a better understanding and interpretation of the social construction of experience and meaning through the insider's eye.

Sounds inspiring? Contact us to uncover hidden insights, map underlying concepts to gain nuanced authenticity, and eventually make the journey back to the origin - human ⊙

ABOUT US

Our key to success is the power of social sciences within the

impactful capabilities to observe,

decode,

analyse,

and translate

human nature, behaviour and cultures.

ABOUT US

C-BEYOND is a research and consulting company with a team of critical-thinkers, creative-makers and lifelong learners.

Considering ethnography as our backbone, we have been researching how people live, think and feel across a broad range of disciplines - sociology, anthropology and behavioral sciences; digital marketing and business development; photography and film studies.

We are interpreters of contextual and 'thick' data as well as collectors of well-designed and valid findings. We help our partners engage with their current and potential clients through a holistic understanding of their needs, practices and sentiments.

We promise to unveil barriers to change, explore how to create a better experience and deliver value.

A piece of Ezgi Sonmez's autoethnographic film, Memento Mori (2019)

OUR STORY

Adapt. Evolve. Connect.

Consumers are human,

after all - not a collection of consumption patterns and practices. This quality cannot be represented by numbers only, you need to hear the story.

OUR STORY

C-BEYOND is an independent, London-based organisation which thrives upon providing tailored support through qualitative research and consultation.

Our passion and talent belong to the same sea: being in the field, connecting to people's worlds of meaning and translating the unknown with our anthropological expertise. Therefore, we have invested our time and efforts into becoming cultural mediators, curators and guides for the lost communication between people and ivory towers.

We say that consumers are human, after all - not a collection of consumption patterns and practices. They are the source and the result of complex human interactions and fast-paced cultures. This quality can have a true voice when numbers are interwoven with stories, and vice versa.

We, as people-centred researchers and resourceful insight-finders, offer our help with highly unfamiliar business problems (such as new geographical markets, next generations or unexpected times like COVID-19 pandemic era) whilst shifting perspectives, reframing challenges and reorienting strategy in the organisations.

To access insightful territories, we break the boundaries between

the art world,

the academic world and

the business world

with a comprehensive and empirical approach.

OUR APPROACH

Our work is about understanding people. We use the following methodologies in order to shed light on the multilayered power of unique human insight:

Qualitative Data Analysis &

Scientific Consulting

- Participant Observation

- In-depth Interviews

- Narrative Analysis

- Mobile Ethnography

- Online Surveys

- Autoethnography

- Focus Groups and Co-Creation Workshops

- Diversity and Inclusion Roadmap

- Applied Anthropology for Social Change

Market Research

- Market Segmentation, Targeting and Positioning

- Customer Insight

- Consumer Journey Mapping

- User Experience Evaluation

- Brand Messaging Strategies

- Brand Opportunity Assessment

- Market Trend Research

- Industry and Competitor Analysis

- Market Validation

- Product Innovation

- Mystery Shopping and Shop-Along

- Organisational Culture, Ideation and Business Ethics Development

Digital Storytelling

- Photography and filmmaking are combined to provide full immersion into the studied project when necessary, as storytelling with photojournalism and the audiovisual outputs of the research enable us to grasp the complete journey to be conveyed to our partners.

OUR APPROACH

PEOPLE

Ezgi Sönmez

Director & Founder

Ezgi is an accomplished qualitative researcher, story-teller, creative writer, and the founder and director of C-BEYOND. She has a strong academic background that includes an MSc in Social and Cultural Anthropology from University College London (UCL), and a BA in Sociology from Bogazici University. Her passion in life is diving into the intersectionality of science, art and humanities to explore valuable, deep and human-centred insights. In order to keep her critical eye alive, she has been volunteering for human rights projects in various socio-cultural contexts - specialising in real-life strategies for women’s rights, children’s rights and minority rights. In her spare time, Ezgi is continuously chasing new learning opportunities to improve her talent in documentary filmmaking and performative practices.