Interviewing and Moderating
QUALITATIVE TECHNIQUES
Standard groups and mini groups which can be convened in
conventional situations or less conventional environments, such as
shopping centres, pubs - or anywhere your customers are to be
found.
Extended discussions, utilising a broad range of enabling and
projective techniques to help respondents to get in touch with their
innermost feelings.
Video interviews capturing non-verbal as well as verbal information.
VIDEO ANALYSIS
Our research is informed by the latest findings in neuroscience on how decisions are
made by consumers. Consumers make decisions in a split second and the emotional and
cognitive centres of the brain reach decisions before the person is even aware of it.
For projects which have a large emotional component, we use video analysis to capture
facial expressions of emotions. Many emotions are so fleeting that respondents
cannot recognise and verbalise them. Or emotions may be considered inappropriate or a
source of embarrassment. We carefully analyse what is expressed verbally and compare
and contrast with non-verbal signals.
Analysis of facial expressions adds greater richness and reliability to branding, design,
advertising communications, pricing, copy testing, and web site usability.
Response catcherTM utilises the well-established technique of facial expression analysis
in video interviews lasting only 10-15 minutes. Because we focus on the critical first
moments when the respondent is presented with the proposition, or sees the logo, these
interviews yield rich qualitative data in a short time. This means that a large number of
interviews can be conducted in hall test environment, for the cost of two or three group
discussions.
ETHNOGRAPHIC APPROACHES
By observing how consumers use products in the home we're able to generate those
insights which can help to develop the product or target the communication.
Accompanied shopping provides a video and observational record of the customer
journey.
johnhabershon@momentumresearch.co.uk
Momentum Research & Marketing
45 Honeywell Road
London SW11 6EQ
Tel.07725582093
WORKSHOPS
We have the skills and experience to run successful workshops - with
consumers, staff and management - to create commercial advantage.
New Product/Service Development, through brainstorming ideas,
reviewing your markets and scenarios for growth, or retaining/increasing
market share during the recession.
Consumer Panels, held on a regular basis to help ensure that customer
satisfaction and loyalty stay top of the agenda.
Deliberative Workshops, introducing ideas, product features, service
scenarios and assessing consumer responses - in a carefully controlled
environment.
Market Audit Workshops, bringing market analysis - empirical research
and desk research - inside the company.
