Plunkett Communications Inc. - Brand Architecture through Marketing Research
 
  

Qualitative Techniques
               Better questions, Better answers
 
 

We utilize leading-edge, value-added qualitative research services:

  • On-site and in-situ - our ethnographic qualitative marketing research approach called On-site Insights™ inspired by the perspective and methods of cultural anthropology
  • In focus group facilities – we typically plan for several smaller sessions (minis, trios, pairs, depths) as opposed to large sessions (8+ participants)

Using a larger number of smaller sessions offers the following advantages for our clients:

  • Maximize learning from each respondent
  • Observe interaction among respondents over several sessions
  • Observe patterns over a number of sessions to look for convergence - if it exists (as opposed to relying on one comment from a larger group setting)
  • Use learning from early sessions to refine discussion for later sessions
  • Explore responses to a variety of stimuli to see patterns emerge and be able to pick up on different probes
  • Magnify geographic differences – if they exist

We incorporate a wide variety of stimuli and projective techniques to better understand complexities of respondent attitudes and behaviour, such as:

  • Observe interaction among respondents over several sessions
  • Use learning from early sessions to refine the Discussion Outline for later sessions
  • Utilize a wider variety of stimuli and projective techniques to better understand complexities of respondent attitudes and behaviour, such as:
    • Photosorts
    • Homework Assignments
    • Personification Exercises
    • Sentence Completion
    • Thought Bubbles
    • Laddering
    • Bullseye Activities
    • Idea Mapping

See also Quantitative Techniques

 

    

 

 

 

  
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