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QUALITATIVE-PSYCHOLOGICAL
RESEARCH
We employ a variety
of psychological techniques, depending
on the nature of a given task. This
is done in order to acquire in-depth
results which are then used to make
marketing-related recommendations:
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- focus
groups
- in-depth interviews
- (video) monitoring,
accompanying subjects through typical
everyday situations
(e.g. at play, shopping, using
media, etc. )
- ‘little friendship groups' and
pair interviews
(more relaxed atmosphere because
they are playmates, children stimulate
each
other)
- usage of a variety of playful
and projective techniques, e.g.
self-portrayal,
role play.
- clique ("insider")
discussions
- expert discussions
(e.g. with DJs or youth reporters)
on trends, spotlights
- in-depth
psychologically oriented creative
groups to create scenarios, projections,
collages, “biographic” techniques
- in-depth interviews (one-on-one)
carried out by the project
managers, for detailed psychological
analyses: very personal
- sometimes unguided - discussion
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