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More than 90% of purchase decision actually happens in the subconscious (Gerald Zaltman, Harvard). Conventional focus groups and interviews do not help respondents develop their thinking very much and thus may not be able to provide a reading of their mind at the subconscious level. There is also a tendency for some respondents to be more outspoken than others and thus influence the discussion dynamics and directions.? In addition, focus group fatigue is a usual problem as peopleˇ¦ attention span is limited. We need different research tools to allow respondents to express their concerns, unmet needs, emotions, fears and expectations on a deeper level. We help organisations uncover the desires, needs and wants of existing and prospective customers through observation, contextual interviews, participant journals, lead and extreme user analysis, projection techniques, story-telling, collage, videoing, customer journey mapping and other design research tools. For details, please read Treasure Hunt: Tools to Uncover Customer Insights.
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