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OUR
SOLUTIONS...
In MDK marketing research we either carry
out qualitative researches as previous phase to a quantitative study or like
independent project. In both cases the objective is the one of obtaining
useful and enriching information for our clients. In the processes of
realization of this type of studies we work maintaining a continuous
feed-back with the client that follows all the procedures closely and can
even introduce changes in the same moment of the realization of the
fieldwork.
The applied methodologies are the in-depth
interview
and the focus group
in function of the nature and the objectives of the
research.
The qualitative techniques are an instrument that allows us to know
conscious aspects, but also and mainly
unconscious (
behavior, motivations,
attitudes...).
Some of our analysis:
1. Association: consists on reading a list
of words. The association of words is very useful to look for mark
denominations, or the personality of this, or you can use to identify
attributes.
2. Construction: It consists on inventing histories or dialogues. To
build scenarios or reactions before certain situations
3. Complementation: It consists on completing sentences. It is a very
useful technique to detect attitudes or motivations.
4. Expression
5. Collage: It consists on building a mural with different cuttings
of publications, catalogs, colors, etc. to obtain information on what
aspects they are those that are related with a certain product or it marks.
6. Brainstorming: Also well-known as "rain
of ideas".
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