Knowledge
is indivisible.
When people
grow wise
in one direction, they
are sure to make it easier for themselves to grow wise in other
directions as well.
–
Issac Asimov,
author
FOCUS
GROUPS
In
order to capture the richness of consumer thoughts, feelings,
and choices, we analyze all of the signals that consumers give
us both directly and indirectly.
We
do this through combination of techniques appropriate for
the specific research question at hand.
Indirect
approaches include:
Metaphor
Exploration
Image-focused
discussions with consumers allow us to uncover deep insights
into their thoughts and impressions.
We
explore not just the literal interpretation of these images
but look at the symbolism and visual themes used, areas
that indirectly convey a wealth of additional insight.
Observational
Research
Much
can be learned by simply observing patterns of behavior
or immersing oneself in a target environment.
People
often do things that they are unaware of such as managing
around a problematic aspect of a product without even realizing
that it is a problem (let alone a problem for which there
is a solution).
