Translating qualitative insight into real-world change

{"v":"5.1.16","fr":25,"ip":0,"op":137,"w":3878,"h":3794,"nm":"How Animation","ddd":0,"assets":[],"layers":[{"ddd":0,"ind":1,"ty":4,"nm":"Layer 17 Outlines","sr":1,"ks":{"o":{"a":0,"k":100,"ix":11},"r":{"a":0,"k":0,"ix":10},"p":{"a":0,"k":[2398.747,497.607,0],"ix":2},"a":{"a":0,"k":[192.76,170.645,0],"ix":1},"s":{"a":0,"k":[100,100,100],"ix":6}},"ao":0,"shapes":[{"ty":"gr","it":[{"ind":0,"ty":"sh","ix":1,"ks":{"a":0,"k":{"i":[[23.13,-27.399],[93.55,78.981],[-23.141,27.41],[-93.54,-78.97]],"o":[[-23.141,27.4],[-93.54,-78.97],[23.13,-27.4],[93.54,78.97]],"v":[[169.381,142.995],[-41.89,49.615],[-169.369,-142.995],[41.89,-49.615]],"c":true},"ix":2},"nm":"Path 1","mn":"ADBE Vector Shape - Group","hd":false},{"ty":"fl","c":{"a":0,"k":[0.949442306219,0.949442186543,0.949442306219,1],"ix":4},"o":{"a":0,"k":100,"ix":5},"r":1,"nm":"Fill 1","mn":"ADBE Vector Graphic - Fill","hd":false},{"ty":"tr","p":{"a":0,"k":[192.76,170.645],"ix":2},"a":{"a":0,"k":[0,0],"ix":1},"s":{"a":0,"k":[100,100],"ix":3},"r":{"a":0,"k":0,"ix":6},"o":{"a":0,"k":100,"ix":7},"sk":{"a":0,"k":0,"ix":4},"sa":{"a":0,"k":0,"ix":5},"nm":"Transform"}],"nm":"Group 1","np":2,"cix":2,"ix":1,"mn":"ADBE Vector Group","hd":false}],"ip":0,"op":141,"st":0,"bm":0},{"ddd":0,"ind":2,"ty":4,"nm":"Layer 16 Outlines","sr":1,"ks":{"o":{"a":0,"k":25,"ix":11},"r":{"a":0,"k":0,"ix":10},"p":{"a":0,"k":[1936.59,1225.776,0],"ix":2},"a":{"a":0,"k":[906.19,1056.604,0],"ix":1},"s":{"a":0,"k":[100,100,100],"ix":6}},"ao":0,"shapes":[{"ty":"gr","it":[{"ind":0,"ty":"sh","ix":1,"ks":{"a":0,"k":{"i":[[164.32,-164.46],[0,0],[0,0],[199.37,273.19],[0,250.91],[-499.611,2.74],[-0.851,0],[-0.849,-0.01],[0,-500.129]],"o":[[-199.369,273.19],[0,0],[0,0],[-164.32,-164.46],[0,-500.129],[0.849,-0.01],[0.849,0],[499.611,2.74],[0,250.91]],"v":[[640.109,494.646],[460.88,1056.476],[-460.881,1056.476],[-640.111,494.646],[-906.192,-147.874],[-2.551,-1056.464],[0,-1056.474],[2.548,-1056.464],[906.188,-147.874]],"c":true},"ix":2},"nm":"Path 1","mn":"ADBE Vector Shape - Group","hd":false},{"ty":"fl","c":{"a":0,"k":[0.949442306219,0.949442186543,0.949442306219,1],"ix":4},"o":{"a":0,"k":100,"ix":5},"r":1,"nm":"Fill 1","mn":"ADBE Vector Graphic - Fill","hd":false},{"ty":"tr","p":{"a":0,"k":[906.188,1056.734],"ix":2},"a":{"a":0,"k":[0,0],"ix":1},"s":{"a":0,"k":[100,100],"ix":3},"r":{"a":0,"k":0,"ix":6},"o":{"a":0,"k":100,"ix":7},"sk":{"a":0,"k":0,"ix":4},"sa":{"a":0,"k":0,"ix":5},"nm":"Transform"}],"nm":"Group 3","np":2,"cix":2,"ix":1,"mn":"ADBE Vector Group","hd":false}],"ip":0,"op":141,"st":0,"bm":0},{"ddd":0,"ind":3,"ty":4,"nm":"Layer 15 Outlines","sr":1,"ks":{"o":{"a":0,"k":100,"ix":11},"r":{"a":0,"k":0,"ix":10},"p":{"a":0,"k":[1934.921,2385.705,0],"ix":2},"a":{"a":0,"k":[464.078,553.762,0],"ix":1},"s":{"a":0,"k":[100,100,100],"ix":6}},"ao":0,"shapes":[{"ty":"gr","it":[{"ind":0,"ty":"sh","ix":1,"ks":{"a":0,"k":{"i":[[0,0],[0,0],[0,0],[0,0]],"o":[[0,0],[0,0],[0,0],[0,0]],"v":[[301.801,-38.094],[-301.801,-38.094],[-301.801,38.094],[301.801,38.094]],"c":true},"ix":2},"nm":"Path 1","mn":"ADBE Vector Shape - Group","hd":false},{"ty":"fl","c":{"a":0,"k":[0.317828668333,0.321377533557,0.337911568436,1],"ix":4},"o":{"a":0,"k":100,"ix":5},"r":1,"nm":"Fill 1","mn":"ADBE Vector Graphic - Fill","hd":false},{"ty":"tr","p":{"a":0,"k":[465.745,393.441],"ix":2},"a":{"a":0,"k":[0,0],"ix":1},"s":{"a":0,"k":[100,100],"ix":3},"r":{"a":0,"k":0,"ix":6},"o":{"a":0,"k":100,"ix":7},"sk":{"a":0,"k":0,"ix":4},"sa":{"a":0,"k":0,"ix":5},"nm":"Transform"}],"nm":"Group 1","np":2,"cix":2,"ix":1,"mn":"ADBE Vector Group","hd":false},{"ty":"gr","it":[{"ind":0,"ty":"sh","ix":1,"ks":{"a":0,"k":{"i":[[0,0],[0,0]],"o":[[0,0],[0,0]],"v":[[688.724,463.631],[688.724,10.5]],"c":false},"ix":2},"nm":"Path 1","mn":"ADBE Vector Shape - Group","hd":false},{"ty":"st","c":{"a":0,"k":[0.317828668333,0.321377533557,0.337911568436,1],"ix":3},"o":{"a":0,"k":100,"ix":4},"w":{"a":0,"k":21,"ix":5},"lc":2,"lj":1,"ml":10,"nm":"Stroke 1","mn":"ADBE Vector Graphic - Stroke","hd":false},{"ty":"tr","p":{"a":0,"k":[0,0],"ix":2},"a":{"a":0,"k":[0,0],"ix":1},"s":{"a":0,"k":[100,100],"ix":3},"r":{"a":0,"k":0,"ix":6},"o":{"a":0,"k":100,"ix":7},"sk":{"a":0,"k":0,"ix":4},"sa":{"a":0,"k":0,"ix":5},"nm":"Transform"}],"nm":"Group 2","np":2,"cix":2,"ix":2,"mn":"ADBE Vector Group","hd":false},{"ty":"gr","it":[{"ind":0,"ty":"sh","ix":1,"ks":{"a":0,"k":{"i":[[0,0],[0,0]],"o":[[0,0],[0,0]],"v":[[242.765,463.631],[242.765,10.5]],"c":false},"ix":2},"nm":"Path 1","mn":"ADBE Vector Shape - Group","hd":false},{"ty":"st","c":{"a":0,"k":[0.317828668333,0.321377533557,0.337911568436,1],"ix":3},"o":{"a":0,"k":100,"ix":4},"w":{"a":0,"k":21,"ix":5},"lc":2,"lj":1,"ml":10,"nm":"Stroke 1","mn":"ADBE Vector Graphic - Stroke","hd":false},{"ty":"tr","p":{"a":0,"k":[0,0],"ix":2},"a":{"a":0,"k":[0,0],"ix":1},"s":{"a":0,"k":[100,100],"ix":3},"r":{"a":0,"k":0,"ix":6},"o":{"a":0,"k":100,"ix":7},"sk":{"a":0,"k":0,"ix":4},"sa":{"a":0,"k":0,"ix":5},"nm":"Transform"}],"nm":"Group 3","np":2,"cix":2,"ix":3,"mn":"ADBE Vector Group","hd":false},{"ty":"gr","it":[{"ind":0,"ty":"sh","ix":1,"ks":{"a":0,"k":{"i":[[0,0],[-129.752,0],[0,60.572]],"o":[[0,60.572],[129.753,0],[0,0]],"v":[[-234.937,-54.838],[-0.001,54.838],[234.937,-54.838]],"c":true},"ix":2},"nm":"Path 1","mn":"ADBE Vector Shape - Group","hd":false},{"ty":"fl","c":{"a":0,"k":[0.914053464403,0.905735150506,0.878605083391,1],"ix":4},"o":{"a":0,"k":100,"ix":5},"r":1,"nm":"Fill 1","mn":"ADBE Vector Graphic - Fill","hd":false},{"ty":"tr","p":{"a":0,"k":[466.819,1052.437],"ix":2},"a":{"a":0,"k":[0,0],"ix":1},"s":{"a":0,"k":[100,100],"ix":3},"r":{"a":0,"k":0,"ix":6},"o":{"a":0,"k":100,"ix":7},"sk":{"a":0,"k":0,"ix":4},"sa":{"a":0,"k":0,"ix":5},"nm":"Transform"}],"nm":"Group 4","np":2,"cix":2,"ix":4,"mn":"ADBE Vector Group","hd":false},{"ty":"gr","it":[{"ind":0,"ty":"sh","ix":1,"ks":{"a":0,"k":{"i":[[-13.332,0],[0,0],[0,13.333],[0,0],[13.333,0],[0,0],[0,-13.333],[0,0]],"o":[[0,0],[13.333,0],[0,0],[0,-13.333],[0,0],[-13.332,0],[0,0],[0,13.333]],"v":[[-439.587,50.987],[439.588,50.987],[463.828,26.747],[463.828,-26.745],[439.588,-50.987],[-439.587,-50.987],[-463.828,-26.745],[-463.828,26.747]],"c":true},"ix":2},"nm":"Path 1","mn":"ADBE Vector Shape - Group","hd":false},{"ty":"fl","c":{"a":0,"k":[0.914053464403,0.905735150506,0.878605083391,1],"ix":4},"o":{"a":0,"k":100,"ix":5},"r":1,"nm":"Fill 1","mn":"ADBE Vector Graphic - Fill","hd":false},{"ty":"tr","p":{"a":0,"k":[464.078,874.505],"ix":2},"a":{"a":0,"k":[0,0],"ix":1},"s":{"a":0,"k":[100,100],"ix":3},"r":{"a":0,"k":0,"ix":6},"o":{"a":0,"k":100,"ix":7},"sk":{"a":0,"k":0,"ix":4},"sa":{"a":0,"k":0,"ix":5},"nm":"Transform"}],"nm":"Group 5","np":2,"cix":2,"ix":5,"mn":"ADBE Vector Group","hd":false},{"ty":"gr","it":[{"ind":0,"ty":"sh","ix":1,"ks":{"a":0,"k":{"i":[[-13.332,0],[0,0],[0,13.333],[0,0],[13.333,0],[0,0],[0,-13.333],[0,0]],"o":[[0,0],[13.333,0],[0,0],[0,-13.333],[0,0],[-13.332,0],[0,0],[0,13.333]],"v":[[-439.587,50.987],[439.588,50.987],[463.828,26.747],[463.828,-26.745],[439.588,-50.987],[-439.587,-50.987],[-463.828,-26.745],[-463.828,26.747]],"c":true},"ix":2},"nm":"Path 1","mn":"ADBE Vector Shape - Group","hd":false},{"ty":"fl","c":{"a":0,"k":[0.914053464403,0.905735150506,0.878605083391,1],"ix":4},"o":{"a":0,"k":100,"ix":5},"r":1,"nm":"Fill 1","mn":"ADBE Vector Graphic - Fill","hd":false},{"ty":"tr","p":{"a":0,"k":[464.078,711.546],"ix":2},"a":{"a":0,"k":[0,0],"ix":1},"s":{"a":0,"k":[100,100],"ix":3},"r":{"a":0,"k":0,"ix":6},"o":{"a":0,"k":100,"ix":7},"sk":{"a":0,"k":0,"ix":4},"sa":{"a":0,"k":0,"ix":5},"nm":"Transform"}],"nm":"Group 6","np":2,"cix":2,"ix":6,"mn":"ADBE Vector Group","hd":false},{"ty":"gr","it":[{"ind":0,"ty":"sh","ix":1,"ks":{"a":0,"k":{"i":[[-13.332,0],[0,0],[0,13.333],[0,0],[13.333,0],[0,0],[0,-13.333],[0,0]],"o":[[0,0],[13.333,0],[0,0],[0,-13.333],[0,0],[-13.332,0],[0,0],[0,13.333]],"v":[[-439.587,50.987],[439.588,50.987],[463.828,26.747],[463.828,-26.745],[439.588,-50.987],[-439.587,-50.987],[-463.828,-26.745],[-463.828,26.747]],"c":true},"ix":2},"nm":"Path 1","mn":"ADBE Vector Shape - Group","hd":false},{"ty":"fl","c":{"a":0,"k":[0.914053464403,0.905735150506,0.878605083391,1],"ix":4},"o":{"a":0,"k":100,"ix":5},"r":1,"nm":"Fill 1","mn":"ADBE Vector Graphic - Fill","hd":false},{"ty":"tr","p":{"a":0,"k":[464.078,546.715],"ix":2},"a":{"a":0,"k":[0,0],"ix":1},"s":{"a":0,"k":[100,100],"ix":3},"r":{"a":0,"k":0,"ix":6},"o":{"a":0,"k":100,"ix":7},"sk":{"a":0,"k":0,"ix":4},"sa":{"a":0,"k":0,"ix":5},"nm":"Transform"}],"nm":"Group 7","np":2,"cix":2,"ix":7,"mn":"ADBE Vector Group","hd":false},{"ty":"gr","it":[{"ind":0,"ty":"sh","ix":1,"ks":{"a":0,"k":{"i":[[0,0],[-52.899,-11.127],[0,0],[-52.792,11.128],[0,0]],"o":[[0,0],[52.897,11.128],[0,0],[52.792,-11.127],[0,0]],"v":[[-392.948,-37.556],[-303.518,26.428],[0,34.551],[303.518,26.428],[392.948,-37.556]],"c":true},"ix":2},"nm":"Path 1","mn":"ADBE Vector Shape - Group","hd":false},{"ty":"fl","c":{"a":0,"k":[0.317828668333,0.321377533557,0.337911568436,1],"ix":4},"o":{"a":0,"k":100,"ix":5},"r":1,"nm":"Fill 1","mn":"ADBE Vector Graphic - Fill","hd":false},{"ty":"tr","p":{"a":0,"k":[462.508,963.048],"ix":2},"a":{"a":0,"k":[0,0],"ix":1},"s":{"a":0,"k":[100,100],"ix":3},"r":{"a":0,"k":0,"ix":6},"o":{"a":0,"k":100,"ix":7},"sk":{"a":0,"k":0,"ix":4},"sa":{"a":0,"k":0,"ix":5},"nm":"Transform"}],"nm":"Group 8","np":2,"cix":2,"ix":8,"mn":"ADBE Vector Group","hd":false},{"ty":"gr","it":[{"ind":0,"ty":"sh","ix":1,"ks":{"a":0,"k":{"i":[[0,0],[0,0],[0,0],[0,0]],"o":[[0,0],[0,0],[0,0],[0,0]],"v":[[-417.609,32.096],[417.609,32.096],[417.609,-32.096],[-417.609,-32.096]],"c":true},"ix":2},"nm":"Path 1","mn":"ADBE Vector Shape - Group","hd":false},{"ty":"fl","c":{"a":0,"k":[0.317828668333,0.321377533557,0.337911568436,1],"ix":4},"o":{"a":0,"k":100,"ix":5},"r":1,"nm":"Fill 1","mn":"ADBE Vector Graphic - Fill","hd":false},{"ty":"tr","p":{"a":0,"k":[464.079,794.63],"ix":2},"a":{"a":0,"k":[0,0],"ix":1},"s":{"a":0,"k":[100,100],"ix":3},"r":{"a":0,"k":0,"ix":6},"o":{"a":0,"k":100,"ix":7},"sk":{"a":0,"k":0,"ix":4},"sa":{"a":0,"k":0,"ix":5},"nm":"Transform"}],"nm":"Group 9","np":2,"cix":2,"ix":9,"mn":"ADBE Vector Group","hd":false},{"ty":"gr","it":[{"ind":0,"ty":"sh","ix":1,"ks":{"a":0,"k":{"i":[[0,0],[0,0],[0,0],[0,0]],"o":[[0,0],[0,0],[0,0],[0,0]],"v":[[-417.609,32.096],[417.609,32.096],[417.609,-32.096],[-417.609,-32.096]],"c":true},"ix":2},"nm":"Path 1","mn":"ADBE Vector Shape - Group","hd":false},{"ty":"fl","c":{"a":0,"k":[0.317828668333,0.321377533557,0.337911568436,1],"ix":4},"o":{"a":0,"k":100,"ix":5},"r":1,"nm":"Fill 1","mn":"ADBE Vector Graphic - Fill","hd":false},{"ty":"tr","p":{"a":0,"k":[462.508,628.463],"ix":2},"a":{"a":0,"k":[0,0],"ix":1},"s":{"a":0,"k":[100,100],"ix":3},"r":{"a":0,"k":0,"ix":6},"o":{"a":0,"k":100,"ix":7},"sk":{"a":0,"k":0,"ix":4},"sa":{"a":0,"k":0,"ix":5},"nm":"Transform"}],"nm":"Group 10","np":2,"cix":2,"ix":10,"mn":"ADBE Vector Group","hd":false},{"ty":"gr","it":[{"ind":0,"ty":"sh","ix":1,"ks":{"a":0,"k":{"i":[[0,0],[0,0],[0,0],[0,0]],"o":[[0,0],[0,0],[0,0],[0,0]],"v":[[-417.609,32.096],[417.609,32.096],[417.609,-32.096],[-417.609,-32.096]],"c":true},"ix":2},"nm":"Path 1","mn":"ADBE Vector Shape - Group","hd":false},{"ty":"fl","c":{"a":0,"k":[0.317828668333,0.321377533557,0.337911568436,1],"ix":4},"o":{"a":0,"k":100,"ix":5},"r":1,"nm":"Fill 1","mn":"ADBE Vector Graphic - Fill","hd":false},{"ty":"tr","p":{"a":0,"k":[460.555,463.632],"ix":2},"a":{"a":0,"k":[0,0],"ix":1},"s":{"a":0,"k":[100,100],"ix":3},"r":{"a":0,"k":0,"ix":6},"o":{"a":0,"k":100,"ix":7},"sk":{"a":0,"k":0,"ix":4},"sa":{"a":0,"k":0,"ix":5},"nm":"Transform"}],"nm":"Group 11","np":2,"cix":2,"ix":11,"mn":"ADBE Vector Group","hd":false}],"ip":0,"op":141,"st":0,"bm":0},{"ddd":0,"ind":4,"ty":4,"nm":"Layer 8 Outlines","sr":1,"ks":{"o":{"a":0,"k":100,"ix":11},"r":{"a":0,"k":0,"ix":10},"p":{"a":0,"k":[1936.587,1867.887,0],"ix":2},"a":{"a":0,"k":[225.48,29.875,0],"ix":1},"s":{"a":0,"k":[100,100,100],"ix":6}},"ao":0,"ef":[{"ty":5,"nm":"Glow","np":17,"mn":"ADBE Glo2","ix":1,"en":1,"ef":[{"ty":7,"nm":"Glow Based On","mn":"ADBE Glo2-0001","ix":1,"v":{"a":0,"k":2,"ix":1}},{"ty":0,"nm":"Glow Threshold","mn":"ADBE Glo2-0002","ix":2,"v":{"a":0,"k":153,"ix":2}},{"ty":0,"nm":"Glow Radius","mn":"ADBE Glo2-0003","ix":3,"v":{"a":0,"k":290,"ix":3}},{"ty":0,"nm":"Glow Intensity","mn":"ADBE Glo2-0004","ix":4,"v":{"a":0,"k":8,"ix":4}},{"ty":7,"nm":"Composite Original","mn":"ADBE Glo2-0005","ix":5,"v":{"a":0,"k":2,"ix":5}},{"ty":7,"nm":"Glow Operation","mn":"ADBE Glo2-0006","ix":6,"v":{"a":0,"k":3,"ix":6}},{"ty":7,"nm":"Glow Colors","mn":"ADBE Glo2-0007","ix":7,"v":{"a":0,"k":1,"ix":7}},{"ty":7,"nm":"Color Looping","mn":"ADBE Glo2-0008","ix":8,"v":{"a":0,"k":3,"ix":8}},{"ty":0,"nm":"Color Loops","mn":"ADBE Glo2-0009","ix":9,"v":{"a":0,"k":1,"ix":9}},{"ty":0,"nm":"Color Phase","mn":"ADBE Glo2-0010","ix":10,"v":{"a":0,"k":0,"ix":10}},{"ty":0,"nm":"A & B Midpoint","mn":"ADBE Glo2-0011","ix":11,"v":{"a":0,"k":0.5,"ix":11}},{"ty":2,"nm":"Color A","mn":"ADBE Glo2-0012","ix":12,"v":{"a":0,"k":[1,1,1,0],"ix":12}},{"ty":2,"nm":"Color B","mn":"ADBE Glo2-0013","ix":13,"v":{"a":0,"k":[0,0,0,0],"ix":13}},{"ty":7,"nm":"Glow Dimensions","mn":"ADBE Glo2-0014","ix":14,"v":{"a":0,"k":1,"ix":14}},{"ty":7,"nm":"GPU Rendering","mn":"ADBE Force CPU GPU","ix":15,"v":{"a":0,"k":1,"ix":15}}]}],"shapes":[{"ty":"gr","it":[{"ind":0,"ty":"sh","ix":1,"ks":{"a":0,"k":{"i":[[0,0],[0,0],[0,0],[0,0],[0,0],[0,0],[0,0],[0,0],[0,0],[0,0],[0,0]],"o":[[0,0],[0,0],[0,0],[0,0],[0,0],[0,0],[0,0],[0,0],[0,0],[0,0],[0,0]],"v":[[222.98,27.334],[177.873,-26.75],[133.565,26.375],[88.737,-27.375],[43.595,26.75],[-1.025,-26.75],[-45.333,26.376],[-89.536,-26.624],[-133.739,26.375],[-177.942,-26.625],[-222.98,27.375]],"c":false},"ix":2},"nm":"Path 1","mn":"ADBE Vector Shape - Group","hd":false},{"ty":"st","c":{"a":0,"k":[0.940567555147,0.951069970224,1,1],"ix":3},"o":{"a":0,"k":100,"ix":4},"w":{"a":0,"k":23,"ix":5},"lc":1,"lj":1,"ml":10,"nm":"Stroke 1","mn":"ADBE Vector Graphic - Stroke","hd":false},{"ty":"tr","p":{"a":0,"k":[225.479,29.875],"ix":2},"a":{"a":0,"k":[0,0],"ix":1},"s":{"a":0,"k":[100,100],"ix":3},"r":{"a":0,"k":0,"ix":6},"o":{"a":0,"k":100,"ix":7},"sk":{"a":0,"k":0,"ix":4},"sa":{"a":0,"k":0,"ix":5},"nm":"Transform"}],"nm":"Group 1","np":2,"cix":2,"ix":1,"mn":"ADBE Vector Group","hd":false},{"ty":"tm","s":{"a":0,"k":0,"ix":1},"e":{"a":1,"k":[{"i":{"x":[0],"y":[1]},"o":{"x":[0],"y":[0]},"n":["0_1_0_0"],"t":20,"s":[0],"e":[100]},{"i":{"x":[0.452],"y":[1]},"o":{"x":[0.167],"y":[0]},"n":["0p452_1_0p167_0"],"t":40,"s":[100],"e":[100]},{"i":{"x":[0.969],"y":[0.442]},"o":{"x":[0],"y":[0]},"n":["0p969_0p442_0_0"],"t":107,"s":[100],"e":[49.997]},{"i":{"x":[0.647],"y":[1]},"o":{"x":[0.017],"y":[0.65]},"n":["0p647_1_0p017_0p65"],"t":115,"s":[49.997],"e":[0]},{"t":132}],"ix":2},"o":{"a":0,"k":0,"ix":3},"m":1,"ix":2,"nm":"Trim Paths 1","mn":"ADBE Vector Filter - Trim","hd":false}],"ip":0,"op":141,"st":0,"bm":0},{"ddd":0,"ind":5,"ty":4,"nm":"Layer 8 Outlines","sr":1,"ks":{"o":{"a":0,"k":100,"ix":11},"r":{"a":0,"k":0,"ix":10},"p":{"a":0,"k":[1936.587,1867.887,0],"ix":2},"a":{"a":0,"k":[225.48,29.875,0],"ix":1},"s":{"a":0,"k":[100,100,100],"ix":6}},"ao":0,"shapes":[{"ty":"gr","it":[{"ind":0,"ty":"sh","ix":1,"ks":{"a":0,"k":{"i":[[0,0],[0,0],[0,0],[0,0],[0,0],[0,0],[0,0],[0,0],[0,0],[0,0],[0,0]],"o":[[0,0],[0,0],[0,0],[0,0],[0,0],[0,0],[0,0],[0,0],[0,0],[0,0],[0,0]],"v":[[222.98,27.334],[177.873,-26.75],[133.565,26.375],[88.737,-27.375],[43.595,26.75],[-1.025,-26.75],[-45.333,26.376],[-89.536,-26.624],[-133.739,26.375],[-177.942,-26.625],[-222.98,27.375]],"c":false},"ix":2},"nm":"Path 1","mn":"ADBE Vector Shape - Group","hd":false},{"ty":"st","c":{"a":0,"k":[0.317828668333,0.321377533557,0.337911568436,1],"ix":3},"o":{"a":0,"k":100,"ix":4},"w":{"a":0,"k":1,"ix":5},"lc":1,"lj":1,"ml":10,"d":[{"n":"d","nm":"dash","v":{"a":0,"k":10,"ix":1}},{"n":"o","nm":"offset","v":{"a":0,"k":0,"ix":7}}],"nm":"Stroke 1","mn":"ADBE Vector Graphic - Stroke","hd":false},{"ty":"tr","p":{"a":0,"k":[225.479,29.875],"ix":2},"a":{"a":0,"k":[0,0],"ix":1},"s":{"a":0,"k":[100,100],"ix":3},"r":{"a":0,"k":0,"ix":6},"o":{"a":0,"k":100,"ix":7},"sk":{"a":0,"k":0,"ix":4},"sa":{"a":0,"k":0,"ix":5},"nm":"Transform"}],"nm":"Group 1","np":2,"cix":2,"ix":1,"mn":"ADBE Vector Group","hd":false}],"ip":0,"op":141,"st":0,"bm":0},{"ddd":0,"ind":6,"ty":4,"nm":"Layer 14 Outlines","sr":1,"ks":{"o":{"a":0,"k":100,"ix":11},"r":{"a":1,"k":[{"i":{"x":[0.795],"y":[1]},"o":{"x":[0.333],"y":[0]},"n":["0p795_1_0p333_0"],"t":0,"s":[0],"e":[4]},{"i":{"x":[0.833],"y":[1]},"o":{"x":[0.167],"y":[0]},"n":["0p833_1_0p167_0"],"t":18,"s":[4],"e":[-6]},{"i":{"x":[0.833],"y":[1]},"o":{"x":[0.167],"y":[0]},"n":["0p833_1_0p167_0"],"t":34,"s":[-6],"e":[2]},{"i":{"x":[0.833],"y":[1]},"o":{"x":[0.167],"y":[0]},"n":["0p833_1_0p167_0"],"t":44,"s":[2],"e":[-3]},{"i":{"x":[0.833],"y":[1]},"o":{"x":[0.167],"y":[0]},"n":["0p833_1_0p167_0"],"t":57.43,"s":[-3],"e":[1]},{"i":{"x":[0.738],"y":[1]},"o":{"x":[0.13],"y":[0]},"n":["0p738_1_0p13_0"],"t":67.501,"s":[1],"e":[-1]},{"i":{"x":[0.833],"y":[1]},"o":{"x":[0.167],"y":[0]},"n":["0p833_1_0p167_0"],"t":80.929,"s":[-1],"e":[0]},{"t":91}],"ix":10},"p":{"a":0,"k":[2280.698,2315.578,0],"ix":2},"a":{"a":0,"k":[52.925,0.25,0],"ix":1},"s":{"a":0,"k":[100,100,100],"ix":6}},"ao":0,"shapes":[{"ty":"gr","it":[{"ind":0,"ty":"sh","ix":1,"ks":{"a":1,"k":[{"i":{"x":0.667,"y":1},"o":{"x":0.859,"y":0},"n":"0p667_1_0p859_0","t":0,"s":[{"i":[[0,-3.91],[0,0],[22.86,0],[0,0],[0,22.86],[0,0],[-3.91,0],[0,0],[0,0],[0,0],[0,0],[0,0]],"o":[[0,0],[0,22.86],[0,0],[-22.86,0],[0,0],[0,-3.91],[0,0],[0,0],[0,0],[0,0],[0,0],[3.91,0]],"v":[[52.676,406.254],[52.676,555.624],[11.285,597.025],[-11.285,597.025],[-52.676,555.624],[-52.676,406.254],[-45.596,399.174],[-6.506,399.174],[-6.506,-597.025],[6.494,-597.025],[6.494,399.174],[45.595,399.174]],"c":true}],"e":[{"i":[[0,-3.91],[0,0],[22.86,0],[0,0],[0,22.86],[0,0],[-3.91,0],[0,0],[0,0],[0,0],[0,0],[0,0]],"o":[[0,0],[0,22.86],[0,0],[-22.86,0],[0,0],[0,-3.91],[0,0],[0,0],[0,0],[0,0],[0,0],[3.91,0]],"v":[[76.676,634.254],[76.676,783.624],[35.285,825.025],[12.715,825.025],[-28.676,783.624],[-28.676,634.254],[-21.596,627.174],[17.494,627.174],[-6.506,-597.025],[6.494,-597.025],[30.494,627.174],[69.595,627.174]],"c":true}]},{"i":{"x":0.444,"y":1},"o":{"x":0.333,"y":0},"n":"0p444_1_0p333_0","t":17,"s":[{"i":[[0,-3.91],[0,0],[22.86,0],[0,0],[0,22.86],[0,0],[-3.91,0],[0,0],[0,0],[0,0],[0,0],[0,0]],"o":[[0,0],[0,22.86],[0,0],[-22.86,0],[0,0],[0,-3.91],[0,0],[0,0],[0,0],[0,0],[0,0],[3.91,0]],"v":[[76.676,634.254],[76.676,783.624],[35.285,825.025],[12.715,825.025],[-28.676,783.624],[-28.676,634.254],[-21.596,627.174],[17.494,627.174],[-6.506,-597.025],[6.494,-597.025],[30.494,627.174],[69.595,627.174]],"c":true}],"e":[{"i":[[0,-3.91],[0,0],[22.86,0],[0,0],[0,22.86],[0,0],[-3.91,0],[0,0],[0,0],[0,0],[0,0],[0,0]],"o":[[0,0],[0,22.86],[0,0],[-22.86,0],[0,0],[0,-3.91],[0,0],[0,0],[0,0],[0,0],[0,0],[3.91,0]],"v":[[12.676,224.254],[12.676,373.624],[-28.715,415.025],[-51.285,415.025],[-92.676,373.624],[-92.676,224.254],[-85.596,217.174],[-46.506,217.174],[-6.506,-597.025],[6.494,-597.025],[-33.506,217.174],[5.595,217.174]],"c":true}]},{"i":{"x":0.826,"y":1},"o":{"x":0.272,"y":0},"n":"0p826_1_0p272_0","t":21,"s":[{"i":[[0,-3.91],[0,0],[22.86,0],[0,0],[0,22.86],[0,0],[-3.91,0],[0,0],[0,0],[0,0],[0,0],[0,0]],"o":[[0,0],[0,22.86],[0,0],[-22.86,0],[0,0],[0,-3.91],[0,0],[0,0],[0,0],[0,0],[0,0],[3.91,0]],"v":[[12.676,224.254],[12.676,373.624],[-28.715,415.025],[-51.285,415.025],[-92.676,373.624],[-92.676,224.254],[-85.596,217.174],[-46.506,217.174],[-6.506,-597.025],[6.494,-597.025],[-33.506,217.174],[5.595,217.174]],"c":true}],"e":[{"i":[[0,-3.91],[0,0],[22.86,0],[0,0],[0,22.86],[0,0],[-3.91,0],[0,0],[0,0],[0,0],[0,0],[0,0]],"o":[[0,0],[0,22.86],[0,0],[-22.86,0],[0,0],[0,-3.91],[0,0],[0,0],[0,0],[0,0],[0,0],[3.91,0]],"v":[[68.676,528.254],[68.676,677.624],[27.285,719.025],[4.715,719.025],[-36.676,677.624],[-36.676,528.254],[-29.596,521.174],[9.494,521.174],[-6.506,-597.025],[6.494,-597.025],[22.494,521.174],[61.595,521.174]],"c":true}]},{"i":{"x":0.604,"y":1},"o":{"x":0.223,"y":0},"n":"0p604_1_0p223_0","t":26,"s":[{"i":[[0,-3.91],[0,0],[22.86,0],[0,0],[0,22.86],[0,0],[-3.91,0],[0,0],[0,0],[0,0],[0,0],[0,0]],"o":[[0,0],[0,22.86],[0,0],[-22.86,0],[0,0],[0,-3.91],[0,0],[0,0],[0,0],[0,0],[0,0],[3.91,0]],"v":[[68.676,528.254],[68.676,677.624],[27.285,719.025],[4.715,719.025],[-36.676,677.624],[-36.676,528.254],[-29.596,521.174],[9.494,521.174],[-6.506,-597.025],[6.494,-597.025],[22.494,521.174],[61.595,521.174]],"c":true}],"e":[{"i":[[0,-3.91],[0,0],[22.86,0],[0,0],[0,22.86],[0,0],[-3.91,0],[0,0],[0,0],[0,0],[0,0],[0,0]],"o":[[0,0],[0,22.86],[0,0],[-22.86,0],[0,0],[0,-3.91],[0,0],[0,0],[0,0],[0,0],[0,0],[3.91,0]],"v":[[52.676,376.254],[52.676,525.624],[11.285,567.025],[-11.285,567.025],[-52.676,525.624],[-52.676,376.254],[-45.596,369.174],[-6.506,369.174],[-6.506,-597.025],[6.494,-597.025],[6.494,369.174],[45.595,369.174]],"c":true}]},{"i":{"x":0.833,"y":1},"o":{"x":0.167,"y":0},"n":"0p833_1_0p167_0","t":40,"s":[{"i":[[0,-3.91],[0,0],[22.86,0],[0,0],[0,22.86],[0,0],[-3.91,0],[0,0],[0,0],[0,0],[0,0],[0,0]],"o":[[0,0],[0,22.86],[0,0],[-22.86,0],[0,0],[0,-3.91],[0,0],[0,0],[0,0],[0,0],[0,0],[3.91,0]],"v":[[52.676,376.254],[52.676,525.624],[11.285,567.025],[-11.285,567.025],[-52.676,525.624],[-52.676,376.254],[-45.596,369.174],[-6.506,369.174],[-6.506,-597.025],[6.494,-597.025],[6.494,369.174],[45.595,369.174]],"c":true}],"e":[{"i":[[0,-3.91],[0,0],[22.86,0],[0,0],[0,22.86],[0,0],[-3.91,0],[0,0],[0,0],[0,0],[0,0],[0,0]],"o":[[0,0],[0,22.86],[0,0],[-22.86,0],[0,0],[0,-3.91],[0,0],[0,0],[0,0],[0,0],[0,0],[3.91,0]],"v":[[60.469,359.158],[60.469,508.528],[19.079,549.929],[-3.491,549.929],[-44.882,508.528],[-44.882,359.158],[-37.802,352.078],[1.288,352.078],[-6.506,-597.025],[6.494,-597.025],[14.288,352.078],[53.389,352.078]],"c":true}]},{"i":{"x":0.833,"y":1},"o":{"x":0.167,"y":0},"n":"0p833_1_0p167_0","t":48,"s":[{"i":[[0,-3.91],[0,0],[22.86,0],[0,0],[0,22.86],[0,0],[-3.91,0],[0,0],[0,0],[0,0],[0,0],[0,0]],"o":[[0,0],[0,22.86],[0,0],[-22.86,0],[0,0],[0,-3.91],[0,0],[0,0],[0,0],[0,0],[0,0],[3.91,0]],"v":[[60.469,359.158],[60.469,508.528],[19.079,549.929],[-3.491,549.929],[-44.882,508.528],[-44.882,359.158],[-37.802,352.078],[1.288,352.078],[-6.506,-597.025],[6.494,-597.025],[14.288,352.078],[53.389,352.078]],"c":true}],"e":[{"i":[[0,-3.91],[0,0],[22.86,0],[0,0],[0,22.86],[0,0],[-3.91,0],[0,0],[0,0],[0,0],[0,0],[0,0]],"o":[[0,0],[0,22.86],[0,0],[-22.86,0],[0,0],[0,-3.91],[0,0],[0,0],[0,0],[0,0],[0,0],[3.91,0]],"v":[[62.614,378.274],[62.614,527.643],[21.224,569.044],[-1.346,569.044],[-42.737,527.643],[-42.737,378.274],[-35.657,371.194],[3.433,371.194],[-6.506,-597.025],[6.494,-597.025],[16.433,371.194],[55.534,371.194]],"c":true}]},{"t":59}],"ix":2},"nm":"Path 1","mn":"ADBE Vector Shape - Group","hd":false},{"ty":"gr","it":[{"ind":0,"ty":"sh","ix":1,"ks":{"a":0,"k":{"i":[[0,0],[0,0],[0,0],[0,0]],"o":[[0,0],[0,0],[0,0],[0,0]],"v":[[-2280.698,881.167],[1596.652,881.167],[1596.652,-2912.603],[-2280.698,-2912.603]],"c":true},"ix":2},"nm":"Path 1","mn":"ADBE Vector Shape - Group","hd":false},{"ind":1,"ty":"sh","ix":2,"ks":{"a":0,"k":{"i":[[0,0],[0,0],[0,0],[0,0]],"o":[[0,0],[0,0],[0,0],[0,0]],"v":[[-2280.698,-2912.599],[1596.648,-2912.599],[1596.648,881.167],[-2280.698,881.167]],"c":true},"ix":2},"nm":"Path 2","mn":"ADBE Vector Shape - Group","hd":false},{"ty":"tr","p":{"a":0,"k":[0,0],"ix":2},"a":{"a":0,"k":[0,0],"ix":1},"s":{"a":0,"k":[100,100],"ix":3},"r":{"a":0,"k":0,"ix":6},"o":{"a":0,"k":100,"ix":7},"sk":{"a":0,"k":0,"ix":4},"sa":{"a":0,"k":0,"ix":5},"nm":"Transform"}],"nm":"Group 1","np":2,"cix":2,"ix":2,"mn":"ADBE Vector Group","hd":false},{"ty":"mm","mm":4,"nm":"Merge Paths 1","mn":"ADBE Vector Filter - Merge","hd":false},{"ty":"fl","c":{"a":0,"k":[0.317828668333,0.321377533557,0.337911568436,1],"ix":4},"o":{"a":0,"k":100,"ix":5},"r":1,"nm":"Fill 1","mn":"ADBE Vector Graphic - Fill","hd":false},{"ty":"tr","p":{"a":0,"k":[52.925,597.275],"ix":2},"a":{"a":0,"k":[0,0],"ix":1},"s":{"a":0,"k":[100,100],"ix":3},"r":{"a":0,"k":0,"ix":6},"o":{"a":0,"k":100,"ix":7},"sk":{"a":0,"k":0,"ix":4},"sa":{"a":0,"k":0,"ix":5},"nm":"Transform"}],"nm":"Group 1","np":4,"cix":2,"ix":1,"mn":"ADBE Vector Group","hd":false}],"ip":0,"op":141,"st":0,"bm":0}],"markers":[]}
Previous Page

Qualitative Research

Humans are messy. They make purchases on impulse; take decisions based on intuition. They eat tuna mayo sandwiches.

When it comes to understanding them, you need real, people-focused researchers. That’s where Populus’s Qual team come in.

We work with our clients to translate qualitative research into real-world change; be it successful new products, impactful advertising, or well-informed brand strategies.

Hi, it's great to meet you..

"Qual is about helping to make the changes that benefit client, customer and the wider world."

Andy Barker

Head of Qualitative Research

"No two days are ever the same in Qual. I am constantly meeting new people and feeding my curiosity!

Rachel Williams

Research Director

"It's our job to create something meaningful and coherent from a mountain of different sources"

Simon Gedman

Research Director

"We're all qual researchers on some level – trying to connect with and understand others."

Rosie Shaw

Research Manager

"The 1st answer to a question is never a true reflection of the situation. It's about asking "why?"

Luke Powney

Research Manager

"Qual is about telling real people's stories. They deserve to be heard."

Marnie Mochnacz

Senior Research Executive

“It’s an important time to be in Qual. The biggest change is influence of technology (online and mobile) and the next big change is likely to be whatever emerging technology brings e.g. bringing together qual and big data through AI.

Listening to people struggling with debt, family breakdown and mental illness talk about how they cope with bills on a project for a water company stands out as qualitative research at its most powerful – empathy, listening, representing consumer’s real lives, telling their story and helping to make changes that will benefit the client and customer.”

“When I was younger I was extremely shy. University is where I got inspired, by new friends, experiences and my degree. As time went on, I eventually became more confident, but discovering Qual really changed me. I instantly gravitated towards it and after starting my first job, I absolutely loved the work; meeting new people, no one day the same as the next and getting to constantly feed my curiosity! It’s made me even more nosey, passionate and so very far from shy!

It’s an exciting time to be in Qual – it’s set to be even more collaborative, creative and inspired by the best thinking from other disciplines such as semiotics, psychology, behavioural economics and much more! 

The best advice I’ve ever had is just to be yourself, and the rest will follow. I can really relate to this.”

“A sense of curiosity is pretty important in Qual; in people, in behaviours, in cultures, in the semiotics of kitchen paint colours…  It’s important to see the big picture: on any one project we receive a mountain of feedback from so many different sources; it’s our job to create something meaningful and coherent out of this! Patience is important too. So many of the best insights come from just giving people the time and space to talk, be open and be themselves.

It feels like industry is really starting to change already – I’ve used VR on a couple of projects, and it’s a fantastic tool for bringing worlds to life, for both clients and respondents. I’m also really interested in how we can use AI in qual as an additional tool to help analyse data. Although the days of focus groups being moderated by HAL 9000 are probably still a little way off!”    

The best advice I’ve ever had, has to be – ‘In a year from now, you’ll wish you started today’ – it’s a great way to remind myself to keep on developing and exploring. My fledgling piano and Spanish language skills have a lot to thank me for!”

“No two days are ever same here. Genuinely. There have been some pretty out there moments. In fact, it’s a bit X-rated but I ran an online community for a brand that sold kitchen appliances, and when we asked them what their favourite electrical item was – they all started talking about sex toys! Although slightly off topic it was weirdly insightful and definitely bonded the ladies together!

But that just sums up Qual really – I think we’re all Qual researchers on some level. We’re all just trying to understand the world around us and connect with others. Qual epitomises this.

If I had to describe Populus’s Qual team in three words? Bright… Enthusiastic… Fun!”

“In my life I’ve really been inspired by Andy from The Devil Wears Prada (played by Anne Hathaway)…that film taught me that hard work takes you to amazing places, but you should never ever forget your friends, family and where you came from!

A lot has changed since I first started in Qual. If I could go back in time and talk to myself then, I’d advise myself to be comfortable with the ambiguity. Part of qualitative research is the slow uncovering of insights – we don’t obtain the answer straight away. It can’t be rushed. Use this is an opportunity to examine the question from various angles and as a result, you’ll deliver truly remarkable (and commercially relevant!) insights.

In Qual it’s important to always ask ‘why?’ – the first answer to a question is never a true reflection of the situation, so a great Quallie should always dig as deep as they can – this is where the exciting stuff is! Secondly, it is the ability to enjoy hotel room service…there is a lot of travelling!”

“Qual has really taught me to pause and really listen in interviews – to not worry about filling any silences. People talk and share when they are ready. These are their stories and they deserve to be heard. The Qual team here are without doubt creative, unusual and very friendly. 

Living life to the full is really important. My favourite poem is by E. E. Cummings and it sums this up perfectly by saying in this line: ‘I will take the sun in my mouth and leap into the ripe air. Alive. To dash against darkness.'”

Success stories

Suggested insights

Research

How much do we trust technology?

The era of finger print identification, autonomous cars and artificial intelligence in the home is no longer confined to the realms of science fiction movies. No corner of society is exempt from our advancing technology, which is set to transform the way we live our lives. Financial services in particular are being overhauled by new […]

More
Research

Qualitative insights breathe new life into print industry

We live in an age where newspaper stalwarts like The Independent ditch print in favour of becoming a digital only title. An age in which the fresh-faced, compact daily The New Day couldn’t last longer than two months before being wrapped up after disappointing sales. Over the past two years, Populus has conducted qualitative research […]

More
Research

Challenging the rugby fan stereotype

Challenging the stereotype Picture a typical Rugby Union fan. What do you see? For many years, Rugby Union has been viewed as a sport for the privileged; a sport played at public schools and largely supported by affluent, middle-aged men with an inclination towards heavy drinking and, perhaps in their younger days, the occasional stint of […]

More
whois: Andy White Freelance WordPress Developer London