Traditional and Non-Traditional
Focus Groups
- Pre-recruitment or mall intercepts for groups and IDI’s
- Brand image assessment, news, advertising language and graphics, concept reactions
- When valuable, we incorporate techniques from psychology and anthropology
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Deep Probing Psychological
Research
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Cognitive Reorientation Research, a tool that identifies strategies to disrupt consumers' habit of using/shopping for a competitive brand/product, making them more receptive to our clients' brands/ products
- Focus on specific emotions consumers associate or could associate with a brand, what we call Prime Emotions
- Techniques adapted from personality psychology, social psychology, health psychology, cultural anthropology, and other fields
- Fundamental questions: What is breakfast? What does clean mean?
- Guided Retrospection
- Storytelling
- Metaphor and symbol analysis
- Deprivation
- Personification
- Cultural meanings and rules, belief systems
- Benefit laddering
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Interactional Research
- Quasi-ethnographic methodology that entails observation of simulated interactions between mothers and children, spouses, doctors and patients, and other pairs
- Enables marketers to observe consumers and those who influence them in real time rather than retrieve interaction from memory
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Observational Research and
Ethnography
- Basic observation studies and, as appropriate, concepts adapted from anthropology
- Brand myths: Stories and beliefs that have personal meaning
- Cultural meanings and rules, belief systems
- Rituals: Repetitive habits and their meaning; rites of passage
- Transformations: Ritual-based and otherwise
- Tribalism: Shared choices, shared identity; secret societies
- Social Interactions: Family members, housemates, others
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