Qualitative Research - from the basics - your regular Usage & Attitudes, to the more specialized - using motivations as the basis for segmentation (psychographics), powerful but simple Brand Mapping and Positioning tools, Expert depths, Activation workshops. The solutions are tailored to address your specific objectives - there is no one-size fits all approach here.
Segmentation
A commercial is only as good as the relevence of the message to your core audience.
And messages work at an emotional level. So whats the point in saying my target is 25 - 45 male. That just doesn't sit right. Not all 25 - 35 male have the same needs and drivers.
The right approach would be to segment the audience in terms of psychographic clusters - people with similar needs and motivations. Oh yes, and we can then layer it down to demographics.
Try the pureQUAL motivations based segmentation.
Communication Evaluation
Commercials have to be tested. There are no 2 ways about it. Gut feelings are good - but gut feelings can be subjective and misleading when the audience is not just you. You will be surprised with how consumers react to your creative.
Go for a pre-test, make changes before you launch.
And I know the urgency behind finalizing the creatives - so we have pureQUAL interactive groups - total turnaround time of approximately 8 days.
Brand Mapping
& Positioining
Brands are like people. They have a personality, they have values and they have their strong and weak traits.
At pureQUAL, we use a map - a sort of compass - to plot the brands. It's very powerful, yet a clean interface to see how consumers view your brand and competition on different layers.
The map can also guide you on how to reposition your brand if it is not in the right space - what would move your core audience, the message that will resonate, the personality you need to adopt, the values you need to enforce, the tone of voice to use, where to be visible, and so on.
Concept Evaluation
Concept, ideas and value proposition evaluation.
pureQUAL interactive groups help with screening out concepts and ideas to identify the winning directions. These will then be further developed and tested using creative group sessions.
We like to be your consultants. Workshops can bring the findings to life. pureQUAL Activation workshops are expertly designed and craftfully facilitated to generate maximum ideas and then converge in on the best ones to take to the next level.
Working together as a team, we seamlessly integrate 'your expertise' and the 'opinions of your consumers' in order to develop viable concepts.
Many a times, good concepts are shelved owing to poor wording or not capturing and communicating the insight, Brand proposition and RTB clearly. Crafting a concept is no simple task. Each layer has to be carefully worded. Why not allow us to help you develop powerful concepts using our Concept Writing workshop.
Workshops
Usage & Attitude
A staple research - that answers the Who, What, When, How, Why and Where.
It is important to see if your products/ services are still relevent and identify gaps that could be addressed.
You also get to see how your brand stands in the market and take necessary action to ensure it stays Top Of Mind.
Stakeholder Research
Talking to your stakeholders helps with generating ideas for fine-tuning existing services and products. It also gives cues for new ideas and strategies that in turn improves the equity of your brand.
When talking to Stakeholders, the professionalism, skill and seniority of the researcher is of prime importance - and we have just the right people for the job.
Product Evaluation
or product tests. This could be for screening product ideas or for doing a final health check before launching. al fControlled Central Location labs are ide
At pureQUAL, we can run product tests for Cars, food and beverages, make up and facial care, electronics, website evaluation, mobile interface evaluation.
This is done using a mixed methodology of Creative Qualitative Discussions and Definitive Quantitative Scores, to give you actionable directions.
Each product category requires a specific clinic set-up and execution to ensure its success. With over 15 years of experience in the above categories, flawless execution and concrete recommendations are guaranteed.