| Japanese farmers have overcome the problems associated with storing round watermelons in supermarkets and consumer refrigerators (where their round shape takes up too much space and is difficult to ‘sit’ on a shelf). By growing them within rectangular ‘glazed boxes’ they force them to grow into this perfect ergonomically shaped fruit … without any GM issues… our kind of solution to a problem! |
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| HOW WE DO IT - ‘ACCESS POINTS’ |
QUALITATIVE
In-depth qualitative insight understanding respondent perceptions, exploring motivations and isolating functional and emotive needs
Used for brand equity exploration, new product development, communication & concept testing, category development strategies, consumer behaviour understanding
Focus on the WHY
Consumer Focus Groups
Trade Business Discussion Groups / Interviews
Consumer In-Depth Interviews
Paired / Triad In-Depth Interviews
Accompanied Shops
QUANTITATIVE
Focus on measuring hypotheses (often generated in qualitative research)
Measuring incidences, occasions, attitudes, opinions and perceptions
Used for measuring behaviour as opposed to ‘understanding’ it per se. Focus is on using the output to ‘quantify’ a given ‘case’
Focus on HOW MANY
National Survey (street-stop / store-stop)
Mail Surveys (consumer database driven)
E-Surveys (again best consumer database driven)
Telephone Survey (Consumer & B2B)
In Home Diaries
Mystery Shopping
EPOS & Data analysis
ETHNOGRAPHICAL
Originating in cultural & social anthropology, ethnographical research concerns itself, as a methodological approach, with immersion in a given market or set of circumstances to fully understand the given environment – understanding from within through participation as opposed to from outside
In-Store Observation
Consumer Tandems
‘Meet the Shopper’ In-Trade Training Sessions
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