- brand research>
- discovery research
Discovery research is a systematic and disciplined creative research methodology that combines fact finding research with creative ideation and strategy building in an iterative process. Discovery research goes beyond discovering facts to discovering powerful ideas based on facts that can be used to develop clear brand marketing strategy.
• The concept of emergent research design guides the process: As the research progresses, based on the emergent learning we revise or update our strategy ideas as well as the research guides and techniques and submit to the next phase of research / ideation.
• At the end of the process, the research findings should converge on clear directions for developing a Brand / Marketing Strategy brief.
The choice of qualitative techniques is dictated by the research problem and the product category, and there are multiple qualitative techniques to get patient and doctor perspectives to help identify possible areas of differentiation.
Laddering
• Laddering refers to an interviewing technique that can be used to elicit connections and attribute-consequence-values people use when making decisions.
•The laddering interview reveals the linkages between attributes, consequences, and values used by respondents to justify their beliefs and/or behavior.
Hierarchical Means / Mind Map
• A methodology to construct a hierarchy or tree-like structure to see the relationship among entities.
Metaphor / Photo Elicitation
• Metaphor Elicitation is a projective technique that uses visual stimuli and metaphors to uncover the respondents perceptions.
• The process invites participants to find images that represent their thoughts & feelings about a topic.
• By thinking about and searching for images brings hidden, unconscious thoughts to the surface.
