’The best vision is insight.'
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Less structured approaches are useful for providing a rich, insightful picture of how a brand/product is perceived. These are based on the assumption that respondents may be either unwilling or unable to reveal feelings, thoughts and attitudes when asked direct questions. We extensively deploy these techniques wherein the questioning does not confine responses and in fact, disguises the objective.
1. The World View Technique
- Used for brand image studies, where the aim is to understand brand values beyond what are generated by simple
- As opposed to other personification techniques, it's broad based - and throws a bank of data, rich with feelings
- Especially useful in low involvement categories/brands that have a nebulous image, or lifestyle/image based products
- It also helps identify brand's strengths and weaknesses, as well as health aspects with respect to competition.
How is it used?
- Conjure up the image of a world (of a brand) slowly in a group either in isolation or in conjunction with another world (another
brand) they feel close to.
- Researcher spends some time in creating this world, and making them feel a skew of emotions: anticipation, tension,
excitement, hence involving respondents completely. Role of moderator is crucial as he/she gets the respondents in a 'feel'
mode, and opens up a Pandora's box of emotions.
2. Visual Techniques
- More often than not, it is seen that consumers are not able to articulate feelings and emotions on certain issues and their
responses are restricted to 'I like it' or 'I feel good'
- Visuals are a potent tool in deciphering such responses, and taking
thrilled vs. exhilarated (as in winning)
How is it used?
- We work with a visual bank developed over a period of time, and basis quantitative results, emotion scores have been
assigned to them. From this bank, visuals apt for the product/category are selected and used.
- An example (on contact lenses): When youth wearing glasses were asked ‘how do you feel when you think of lenses’, visuals
that depicted the following feelings were picked up: Curious, Apprehensive, Hi-tech, Young & Trendy, Romantic.
3. Sequential Recycling
- It requires members of the team to conduct one-on-one interviews with consumers. These are then observed by their
colleagues, to discuss, develop and refine ideas and prototypes over a condensed time frame. It is usually used during
the various stages of idea and concept development.
How is it used?
- It involves direct interaction between team members and consumers. It is based upon a series of sessions with consumers,
held at different points in time, over the course of which ideas and concepts are continuously refined.
- Those members of the team not involved directly in the discussion will observe the process. The key driver is that listening is
considered an important asset to draw maximum value.
4. Interest graphs
- To understand the past-present-future of the brand and its competitors as perceived by the consumer.
- They work well in predicting brand's future as per consumer's assessment
5. Kelly's Triads
- Understand the similarities between three attributes/brands/celebrities and finding the odd one out.
- Especially in seemingly similar products and brands, Kelly's gives meaningful results.
6. Picture Interpretation/Bubble Drawings
- Respondents interpret a scene presented wherein the brand/product is playing a role.
- A consumer statement (that talks about a certain behavior) is written in a bubble and the answer needs to be given by the
respondent, according to his view of what the other person would have said.
- Allows respondent to express how he feels by using the characters in the scene to communicate his own attitudes and
7. Brand Party (Making the brand a person)
- Used for personification, gives results superior to direct personification techniques
- The brand in question and its competitors are seen as people and are invited to a party. Different attributes - their dressing,
their attitude, their level of confidence, their social attributes and so on - highlight their distinct personality dimensions.
8. Free Associations
- Here the aim is to avoid thinking or evaluating but provide the first set of words that come to mind.
- These are used at a spontaneous level before the consumer starts to delve and think deeper on the brand.
9. User profiling
- Through visuals or using celebrities, respondents are asked how the user of a brand/product differs from the user of another
We use many such types of projective techniques depending on the objective of the research. But most important is to set the respondent's mind free and get information to flow on its own, irrespective of the technique being used.
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