Qualitative Intelligence Development

Holding of personal interviews in the “Hall Centre.” The information base for the analysis will be collected through a personal interview with a structured questionnaire, applied to a sample of individuals that form part of the universe, chosen at random from a previous telephone survey. In just one interview we combine different forms of approaching the interviewees that allow us to understand from a completely neutral approach the motivations behind their preferences. The order of the gadgets should be rotated in a way that all are evaluated first the same number of times.

Once the personal interviews with the structured questionnaire are completed, the next stage is more open interviews, obtaining deeper levels of comprehension from the whole sample. We propose the following sequential structure of the interview:

• Identify: Collect personal and preferential data of the target in question.
• Observe: Direct observation of – target contact – of the study with the test material, allowing free interaction.
• Find out: administration of a quantitative questionnaire with the objective of comparative testing of the materials object being studied (gadgets, packs, instructions, communicational media, etc.).
• Understand: part of the selected sample, after the observation period, will be required to have a short dialogue with a researcher specialising in qualitative research. This will provide us with nuances of interpretation that help us detect subtle aspects in relationships that could signify a difference in assessment.

The analysis of the potential of the different gadgets should be carried out from two different points of view: the assessment of the gadget (likability, attractiveness, newness, etc.) and the image it transmits (brand values). The two analyses should complement each other because it is important that the selected gadget not only pleases the customer but also transmits the right brand values.

“In-situ” observations in homes or stores. Become closer to the consumer’s experiences. How?

There are two ways:

• Observation of the consumer’s conduct, uses and habits by a team of psychologists and sociologists. Use of photographic reports or video documentaries.
• Teaching Executives: Showing company executives ways to conduct in-depth interviews, as well as ways to understand consumers’ habits and customs. To later carry out brainstorming sessions between the involved executives and the technical team to analyse the information collected on the safari.

Exploratory studies allow us to approach unknown phenomena, with the aim of adding to the degree of familiarity and contributing ideas with respect to the correct way to address a particular research project.

Establish the tone for later research projects and become more flexible in methodology. The exploratory study is focused on discovery.

Integrating workshop sessions among the different parties involved in the study is always highly constructive and offers more operational results.

There are different types of studies in which this methodology can be used:

• Concept screening, whether for products, communication or positioning.
• Test communication material and implement modifications/optimisations that emerge, such as visual aids for a specific pharmacological product for doctors.

Analyse the consumer’s mental response (measurement of biometric parameters) in terms of the scenarios and different communicational elements to evaluate (shopping centre, architecture, messages, publicity, climate, colours, smells, parking, everything that affects the brand).

Interpret and establish which emotions each one of the analysed elements awakens and in what sense they are constructed in the global purchase process to ultimately isolate which elements are more susceptible triggers.

Analyse the consumer’s mind in the fundamental part of the purchase process that is produced some time between beginning and end of the process, determining the main parameters that integrate the “experience” of the customer’s purchase.

NeuroBioMarketing makes it possible to discover the most intimate emotions and brings them to the surface.