This allows you to see nuances that you would not ordinarily get in a focus group. Interviewing friendship pairs in relaxed environments can sometimes add useful insights to a project. The process is more relaxed than a brand audit and helps tighten the lens on brand communication towards consumers from every level within a corporation. Add to this the feelings that your brands inspire in manufacturers, retailers, suppliers and consumers. A video is produced that encapsulates what the brand stands for within these different segments.
Workshops take place in an environment relevant to the product field.
The workshop is highly interactive and creative. We like to approach a project as a working team with our clients and their agencies. A flexible not rigid discussion guide with debrief discussions after each group, fine tuning the methodology as a team to answer all the research objectives. Our groups tend to be smaller between six and five respondents in each group, so that it is easier for the group to interact with each other. Our flexible and creative interviewing approach allows us to understand how consumer attitudes relate to the brand and the marketing idea, rather than rational answers in response to rational questions.