Classical methods of marketing research

To obtain cross-methodological insights at the intersection of neuromarketing and classical approaches to collecting consumer data, we use a full range of marketing research methods.

Qualitative research methods

Semi-structured face-to-face discussion with a group of respondents selected according to one or more criteria. Group dynamics, dialogue allows you to get the maximum number of arguments for and against, develop new hypotheses or test existing ones. Using various projective techniques reveals the creative potential of the respondents.

Semi-structured personal discussion with the respondent to determine his personal deep motives, beliefs, feelings and attitude towards the research topic.

As a part of diary studies, respondents fill the online form or digital diaries in which they do the following for a certain period of time:

• Record the situation and purchase Use of the product, adding emotional and rational comments to the process
• Complete creative tasks (category, brand, hobby, lifestyle etc)
• Photo and video blog according to the theme

To get cross-methodological insights from combining neuromarketing and traditional approaches, we use the full spectrum of marketing studies.

F2F interview - personal quantitative survey in concentrated areas using structured questionary:

• Street interview
• Interview in places of residence
• Interview in sales spots
• Interview in movie theatres and shopping malls

REMOTE SURVEYS:

• CATI - Computer Assisted Telephone Interview - phone interviews through computer terminals that are supported by specialized software.
• Online (CAWI) - marketing and sociological quantitative surveys.

Hall test – method where the product or its elements are tested by potential consumers in specially equipped rooms. Objects for the research can be packaging of the product, TVCs, concepts of various goods and services, prices etc.

Home-test – similar to hall-test method that is conducted within the house of the respondent. Usually this method applies during long and continuous testing of the product or services.

Observations are applied when the analyst’s interference may disrupt the interaction process between the person and environment. This method is the key in cases when it is important to see the holistic picture and show the full process of consumer behaviour, as well as gather data on interaction within the environment between the consumer and the product/service that is being tested.

This observation is carried out by specialised observers, and with the use of hardware. (installment of video cameras, automated video encoding).