IMMERSIVE DEPTH INTERVIEWS
2 hour One-on-One in-depth interviews employing Incubation, Laddering, Collage, and other Projective techniques to explore people’s non-literal or metaphoric expressions — to uncover the thought processes that occur below the level of awareness.
1 hour One-on-One in-depth interviews employing Delphi Questioning and an array of other techniques to examine consumers’ perceptions, thoughts and feelings.
Are two hour group sessions with 8 to 10 research participants. The group setting encourages interaction, enabling participants to build on each other’s ideas and comments, thus advancing spontaneity and serendipitous insights. Nonverbal data, such as body postures & facial expressions often deliver enriched insights.
Are similar to Focus Groups but include 5 or 6 participants.
Are gatherings of 3 to 5 people who know each other. These sessions are often conducted on site — in people’s homes, places of work, or in consumers’ usual gathering places. Deeper insights and new vantage points are gained through the interaction that occurs between people who know each other well.
Are interviews with 2 or 3 individuals. The length of the interviews depends on the specific research objectives. Participants may be related. Examples include: people having purchased the same product in past; a husband and wife, mom and child, boss and employee, club members.
Incorporates observation, in-depth interviewing, & video taping target consumers in their environments. This close examination of behaviors where they occur reveals the nuances and subtleties at play; thus affording acutely accurate insights. Ethnography can be executed anywhere — in homes, in cars, at work, on the beach, at a store, & beyond. Rooted in anthropology, its primary concern is to contextualize elements of experience and to make systematic connections among influential factors.
Provides ethnography observation and interviewing of the same participants overtime. Following the same people overtime achieves a deeper understanding of influences that result in attitude and behavioral changes.