QUALITATIVE

QUALITATIVE MODELS AND APPROACHES



is used to develop new products. It combines creative use of ethnography, observations and other qualitative tools with expert opinions to identify needgaps and develop new product ideas.

It is a specialized tool that probes 'Hidden Dimensions' of brand names to match brand 'desired equity'. The 'Brand Name Pyramid' is used to shortlist and hone in on names which are both evocative as well as reflect the brand character.

utilizes a Semiotic approach in which the brand identity is broken down into individual components in a context of the consumer culture, category codes and a competitive context.

- Intense Consumer Experience

defines the customer's emotional experience at different stages of product usage. Therefore, identifies emotional benefit space for a brand.

It is a video ethnographic methodology to understand lifestyles and attitudes through videography of lives and activities. Professional standards are maintained during filming and editing and findings are presented videographically. This provides fresh insights and a rich visual canvas of the consumer's cultural and social ethos.



Specialized approach to children's research- use of play based techniques to observe, engage and obtain relevant input from children.

OTHER OFFERINGS IN QUALITATIVE RESEARCH

ADVERTISING RESEARCH:

• Ideation / brainstorming for creative inputs
• Testing creative concepts and positioning platforms
• Testing of creative execution
• Creative development studies

BRAND RESEARCH:

• Usage and attitude
• Motivational study
• Segmentation and positioning
• Values and lifestyle studies
• Buying behavior
• Triggers and barriers
• Brand equity

PRODUCT RESEARCH:

• New product testing
• Testing of product concepts
• Assessment of reaction to product post usage

PRODUCT DESIGN RESEARCH:

• Ideation and brainstorming
• New product ideas/modification'


RURAL RESEARCH:

Extensive work has been done amongst men and women at a village level. A different approach has been evolved including different socio economic definitions and specialized projective techniques and workshops for rural consumers.

SEMIOTIC RESEARCH:

Decoding semiotics of communication, brand identity and packaging using the services of expert semioticians.

 
 
 
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