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Qualitative research techniques
- Individual interviews
To ascertain and understand the nature of the relationship between the consumer and the research subject :
- in terms of usage, behaviour, experience, habits ;
- in terms of motivation, hindrances, involvement, comprehension.
- Group meetings
To determine and assess the perceptions and representations generated by the research subject :
- in terms of image, positioning, evocation, brand values ;
- in terms of approval, interest, recall, persuasion and differentiation.
- Ethnographic observation
To identify and master the behavioral phenomena that stem from (in situ) interaction between the consumer and the research subject :
- in terms of attitudes, postures, facial expressions, movements, orientation, product spotting ;
- in terms of impact, interest, incentive, so as to identify the levers on which to act to optimize purchasing conditions.
- Semiology
To understand the mechanisms by which the research subject operates :
- in terms of the different codes – formal, chromatic, linguistic, photographic… – and of the associated signification content ;
- in terms of the consistency and logic of relations between the various signs that constitute the subject under study, with a view to identifying any areas of dysfunction and prescribing actionable recommendations enabling their reabsorption.
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