Applying psychological methods to uncover the truth
Such obfuscation makes the emphasis we put on human psychology that much more crucial (see PSYCHOLOGICAL ANALYSIS). Our moderators employ a variety of projective techniques which encourage people to reveal themselves. And if, say, goal object stimulation isn't working, they'll try picture interpretation tests. Or triadic sorting. Or insight tests. Or whatever method it takes to get into their respondents' heads.
While this might be easier and more fun for the respondents, it makes a lot more work for our people.
We also use some techniques we've invented
To supplement these projective devices we have developed a number of proprietary techniques. With them we're able to quantify the needs, attitudes and motivations that lead to consumers' purchase decisions. Something that is extremely hard to measure using standard approaches.
Projected Needs Rating - This method allows us to quantify needs that consumers might be reluctant to reveal in a normal quantitative interview.
Evaluative Attitude Scale - As you might expect, when exploring attitudes we will evaluate all three aspects: cognitive, affective and behavioural. But we don't stop there. We also incorporate an evaluative component which helps predict any potential attitude shifts that could affect your marketing efforts down the road.
Scalar Conjoint - By adapting one of our own trade-off techniques, we can assess situational cues for their potential motivational (or energising) power for consumers.
And our quest continues for new techniques to provide even greater insight.
