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Why is Teachers the largest selling scotch in India, despite not having the legacy and lineage of Johnny Walker?
Qualitative Research Works!
Dynamic nature of interview – Healthy, constructive
Conflict Groups – Basic premise of such a setting is to bring in people with conflicting views to a forum where they will ‘argue’ or ‘try to convince’ the other party as to why their view point is right. In such sessions, one can capture the stretch limits of both positive and negative feedbacks . Such sessions are very insightful, especially while evaluating ‘on the edge’ communication campaigns.
Post having selected the format for data collection as the methodology, the next critical aspect is to use the most appropriate tools and techniques in the bag. AZ Research Partners has a team of well experienced moderators who have expertise in various projective, laddering and semiotic decoding techniques. .
Laddering Techniques: Due to Inherent understanding of the brand needs and objectives of the study, our researchers are better equipped to probe deeper into the Attribute-consequence-value chain. This technique helps understand the way consumers look at things and the reasons thereof.
Projective Techniques: AZ Research Partners uses varied projective techniques to delve deeper into target audiences’ behavioural psyche and subconscious attitudes. Few examples of projective techniques used by us are mood boards, mapping/ranking, bubble diagrams, brand personality (person, party, office, etc.), brand world, word association, collage exercises etc. Another form of projective technique used is the Role play & simulation techniques – these techniques are used to understand the underlying, values and perceptions that customers attach to a brand. Our skilled moderators have expertise in using these techniques to get beneath the skin of customers and bring out the subconscious thoughts.
Semiotic decoding techniques: Post having collected data, we also do semiotic decoding of data to assess the underlying cultural conditioning of respondents and hence interpreting their responses in that context. For any project that requires semiotic understanding, we develop instruments which aim at collecting data for semiotic evaluation. This is particularly important when assessing equity of entrenched brands, assessing feedback to brand identity elements etc.
Why AZ Research Partners for Qualitative research needs
AZ Research Partners has a strong team of experienced, multi-lingual moderators who are well versed in various qualitative methodologies and dealing with varied range of consumer segments. Our researchers are involved in the project from conceptualization to execution stage and therefore are optimally placed in understanding and implementing the brand needs. Our moderators are skilled at asking questions in a way which connects with the target audience.
IInsights which one gains by interacting with the customer cannot be gained by merely going through a transcript or an audio tape. Therefore, we at AZ Research Partners ensure that our researchers are involved through each stage of project handling from conceptualization to execution. Having a large in-house moderator base helps us minimize usage of freelancers.
Is it really possible for someone to open up to a complete stranger? Well, in real life too we see people opening up to complete strangers without inhibitions of being ‘judged’ or ‘type casted’ – its all a function of the ‘person’, ‘the place’, ‘the situation’. Therefore, at AZ Research Partners we choose our moderators and settings carefully to suit the Target Audience requirements. The language of the discussion guide is also set to suit the Target Audience nuances. The ‘language’ in which one would talk to a modern young working women would be different from the ‘language’ in which one would discuss with a traditional housewife - our moderators are skilled at asking questions in a way which connects with the target audience
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