What we do differently ... USPs
- Cultural expertise thanks to our local partners within the QUALIS International Network that we have been working with for decades.
- ASR Approach: Iterative process for optimising test input (verbal concepts, insights, claims, positioning statements, prints & designs).
- Time saving for marketing: Execution of up to 2 group discussions of 5 hours each on one day in the same project team. Or up to 4 group discussions of 2.5 hours each.
- Self-completion questionnaires in qualitative research in order to control for the effects of group dynamics.
- Instant evaluation of fieldwork questionnaires in order to keep clients informed about first tendencies arising during the course of the focus groups.
- Target focus: It is not significant which approach wins the test, but rather which approach meets the target criteria (briefing).
- Adaptability: : Use of relevant marketing models, e.g. brand key for brand positioning or brand management.
- Independence and quality assurance: Internal IT department ensures flexibility in dealing with questionnaire programming and data evaluation.
- A sure instinct: Thanks to decades of experience and the highest level of professionalism, we ask the respondents the decisive questions in a short time for a maximum gain in knowledge.
- Reduction of complexity: In the preparation of results, we present complex contexts clearly and very well understandable.
- Recommendations for action are comprehensibly derived, implementation-oriented, and based on profound psychological analytics and expertise.
Kids & Family - Life amidst Growing & Becoming
- Brands and products are always understood as part of the mother-child-father system
- Project planning, study concepts, tools and language are adapted according to age and development dynamic of the target group - always considered against the background of growing and becoming.
- The qualitative research methods are complemented with target group specific versions of the psychological in-depth interview: e.g. children interviews, friendship interviews, triad interviews (child-mother-father), in-home interviews. We also use psychological playful methods of taboo-games, role-playing, scenery, etc.
- The continuous supervision by other experts (including educators, pedagogues, and child and youth psychotherapists) ensures an interdisciplinary view of the special world of experience of children and their family.
Morphological psychology
Morphological psychology is an integral part of our psychological research.
Although we have never been bound to one school of thought, we feel a particularly close association with morphological psychology. This may be due to the fact that each of the directors of our 3 research units studied Psychology in Cologne at a time when the resident Institute of Psychology was still very much oriented towards Morphology...
Scientifically, morphological psychology is characterized by being 'on the trail of the unconscious running of everyday life'.
What impact do things have on everyday life? What are the differences in the way they are experienced? Which patterns (Gestalten) emerge?
Things', i.e. the objects of research, are intentionally observed as a whole rather than being separated into their individual components. Psychological and objective items are observed together, in their interaction.
Observing interdependencies and differing perspectives & holistically enables a deep understanding of consumers' 'real' behaviours within the reality of their own lives. Methodologically, this is based on in-depth psychological interviews and accounts of individual experiences.
In addition to unconscious effects, morphologic market and media effects research also explores the overarching causal relationships of contemporary everyday culture. Thus enabling the movements of the market to be traced.
Particularly in the area of market and advertising research, this scientific approach can contribute to a deeper understanding of causal relationships.
Because: Truth is that which works!
Hybrid research –
implicit and explicit methods combined
The whole is greater than the sum of its parts …
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