QUALI

Qualitative tools

KRISIS IDEATION
The aim of Krisis is to reveal the decision-making strategies employed by ‘consumer-actors’ by attempting to identify: the real causes of involvement, the intensity of acceptance or rejection and the hidden choices underlying behaviour. Krisis exploits the crisis situation, using debate, confrontation and conflict
In company brainstorming research
TREND OBSERVER ON LINE
International research, a new outlook on values and trends that will shape tomorrow's consumption On line focus groups or discussion forums: chatting room sessions where the research problem is discussed. Animated by a qualitative moderator
SHOPPER RESEARCH NEXT QUALI
In store focus groups, observation, staff interviews, accompanied shopping trips Advertising research totally in line with the quantitative set up
LIFE BOOKS OBSERVATION IN SITU
A research tool that combines individual collages with personal, written testimony. It is designed to provide another layer of learning and insight to work alongside the material gathered through groups discussions or in-depth interviews
Witnessing purchase-qualitative interviews on the spot to gather opinion and understand unconscious, non-verbal purchase attitutes
VISUAL SYMBOLS EMOTICONS
The tool helps to overcome the rational output in a focus group or interview: with the help of a quantified image set, the affective code – which reflects the deeper emotional relation between the person, the product and the brand – is discovered. A score by a number is often insignificant. That's why Ipsos chooses to work with figures of emoticons. This material was tested in different countries. By the encircling of the appropriate emotions, deeper information is achieved;