TRADITIONAL MARKETING RESEARCH METHODS

We use a full range of marketing research methods to obtain cross-methodological insights at the intersection of neuromarketing and classical approaches to collecting consumer data.

Qualitative research methods

FOCUS GROUP

Semi-structured face-to-face interview with a group of respondents selected according to one or more criteria. 

 

Group dynamics, dialogue allow you to get the maximum number of arguments for and against, develop new hypotheses or test existing ones. 

 

The use of various projective techniques reveals the creative potential of the respondents.

Focus Groups

Classification

By the composition of participants

Classic: 8 participants (recruit with reserve)

Mini - groups: 4-6 participants

Extended: 10-12 participants

By structure

Classic: one moderator, duration up to 2 hours, qualitative analysis only

Responsive:

  • Sessions (focus groups with hall test)

  • Creative groups

  • Conflicting groups

  • Home groups

By target audience

Consumer, social

Professional 

By conducting method

Online

Offline

 

IN-DEPTH INTERVIEW

Semi-structured personal conversation with the respondent to determine his personal deep motives, beliefs, feelings and attitude to the topic under study

In-depth interview

Classification

By the composition of participants

Individual interview

Dyads

Triads

By structure

Classic: personal conversation held in a specially equipped room

Responsive:

  • Escorted purchase interview

  • Home interviews

  • Usability testing

By target audience

Consumer, social

Professional, expert

By conducting method

Online

Offline

 

DIARY STUDIES

In the framework of diary studies, respondents fill out online or mobile diaries in which they, for a certain time:

  • record the purchase and situations of product use, accompanying this process with emotional and rational comments

  • perform tasks designed for creativity (category, brand, hobby, lifestyle, etc.)

  • keep a photo or video blog on a given topic

We use a full range of marketing research methods to obtain cross-methodological insights at the intersection of neuromarketing and classical approaches to collecting consumer data.

 

SURVEY

F2F interview - a personal quantitative survey in places of audience concentration using a structured questionnaire:

  • Street interviews

  • Local interview

  • Point of sale interviews

  • Interview in cinemas and shopping and entertainment centers / shopping malls

Remote polling:

  • CATI - Computer Assisted Telephone Interview - telephone interviews using computer terminals, united in one network, the unity of which is supported by specialised software

  • Online (CAWI) - quantitative marketing and sociological surveys on the Internet

 

TESTS

 

Hall test is a method that involves testing a product and / or its elements by potential buyers in specially equipped premises. During hall tests, testing of product packaging, commercials, product or service concepts, product prices, etc. can be carried out.

 

 

 

Home test is a method similar to the hall test, except that testing the product and / or its elements are carried out at home (at the respondent's home). Typically this method is used when testing a durable product or service is required. 

OBSERVATION

Descriptive research method, which consists in the purposeful and organized recording of the behavior of the studied object / group. Observation is used where the analyst's intervention disrupts the process of human interaction with the environment. 

 

This method is indispensable when it is necessary to identify a holistic picture of what is happening and reflect the behavior of the target consumer in its entirety, to obtain real data on the interaction of the consumer and the product / service in the "habitat".

Observation can be carried out both with the help of observers and by hardware (installation of video cameras and automatic video encoding).

Observation

Classification

By the degree of openness

Latent (object does not know he is being watched)

Open (object knows he is being watched)

By the role of the observer

Included (observer is an active participant)

Not included (observing the situation from the outside)

By frequency

Free

Systematic

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