CONVENTIONAL
MORE AVANT-GARDE
 
 
  • Groups
  • Mini-groups
  • Creative groups
  • Interviews
  • Individual
  • Paired
  • Triads
  • Special emphasis on projective and enabling techniques
  • Development of typologies
  •  Respondent diaries of product usage and usage moments
  • Experiential and observation techniques of target on their own territory, eg:
  • Playing with children in their homes
  • Accompanied shopping trips
  • Accompanied drinking nights
  • Video-ethnography
  • Voxpops
  • Photograph album of respondents' life, lifestyle and typical consumption moments.

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    To achieve the greatest emotional and cognitive depth
    To go beyond rational, predictable responses
    To understand the consumer’s relationship with the brand product, advertising, etc...
    To define brand image and identify any USP