Usage & Attitude. To get an overall view of usage occasions, behavior patterns, etc. in a new market or for a new category.
Top Marketing Research applications:
Lifestyle & Values. To get a deeper understanding of a certain group of consumers (aspirations, needs, pains, etc.).
Combine with Classical Research Methods
Segmentation. To get a preliminary grouping of different types of consumers, with illustrative verbatims and consumer wording.
Insight Testing. To gauge the relevance of an insight for further concept development, quickly and without organizing resource-heavy research.
Trend / Phenomenon / Influencer Analysis. To get information ASAP for a concept / ad development, and you have no time and budget for large-scale research.
Product Idea Testing. To get a deeper understanding of a product’s benefits/attributes, their relevance and appeal for the target audience.
Concept / Communication / Design Testing. To get details and direct-from-consumer wording for further idea development.
Pre-Quant. To get consumer wording, relevant usage occasions, etc. in order to adjust a questionnaire.
Post-Quant. To understand the WHYs behind the numbers, get a deeper understanding of answers to open-ended questions, gather details and rich verbatims.
Research within a Workshop. To get quick feedback on raw ideas or some insights about consumers as a source of inspiration for generating insights.
After F2F Qual. To deepen unclear insights, to save time and money researching other markets.
Claim / Message Testing. To understand potential drivers and barriers to try a product/service, quickly and without organizing resource-heavy research.
Usability Testing. To get a deeper understanding of how certain elements of a website/app are perceived and get recommendations for further development.
After a Product / Service Test. To gather quick and honest consumer feedback.