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These are some of our commonly used qualitative tools.
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Probing
This is the most basic tool in the qualitative toolbox. Qualitative
interviewers are skilled at finding creative and revealing ways to
explore the reasons why consumers think and act the way they do. The
fundamental question "Why?" allows in-depth understanding
of views, perceptions and behavior.
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Laddering
This technique utilizes extensive probing. Every behavior and
attitude is driven by a set of beliefs, emotions and, ultimately,
values. However, people are frequently unaware of, or find it difficult
to articulate, their underlying values. To get below the surface and
uncover both rational and emotional motivations requires committed
probing. Laddering is a structured, hierarchical approach to probing.
Once the interviewer has explored the beliefs underlying certain attitudes,
he or she taps the emotions beneath those beliefs. This allows the
client to develop communications strategies based on more fundamental
human characteristics such as values or emotions.
- Projective techniques
This term describes a variety of techniques introduced in focus
groups and in-depth interviews to help consumers articulate what they
truly think and feel about the products and services they use. These
techniques are particularly effective in competitive-set evaluations,
where it is difficult for consumers to differentiate between products
and services without the benefit of some context or focus. Projective
techniques include exercises such as role-playing, collage-building,
picture sorts, envisioning, village-building, bionics, parallel fields
and adjective transfer. All of these creative exercises are specifically
designed to encourage new connections and lateral thinking.
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