Qualitative Research

KEY OBJECTIVES/TYPES OF RESEARCH:

Study of consumer expectations from product/brand, choice factors/preferences/loyalty, reasons for consumption refusals/brand threats
Study of consumption habits and product attitudes, primary segmentation, market potential
Brand image research, rational and emotional brand values
Product/concept/pack pre-test (at the stage of elaboration)
Ad study (through all stages of its development)
Creative research, search for hypotheses and potential solutions
Consumer lifestyles research
Corporate study (study of internal communications, employee satisfaction/dissatisfaction)
Strategic image study for organizations (bank, insurance company, etc.)

SPECIAL EQUIPMENT:

Kyiv, Lviv and Dnipropetrovsk offices are fully equipped for qualitative research projects (including one-sided mirror room). Following focus group discussions run in other cities are done using video equipment.

METHODS:

Focus group discussions:

Standard (8 participants, 1,5-2 hours)
Prolonged (from 3 hours)
Mini groups (4-6 participants)
Creative groups

Creative groups with the client (workshop)
In-depth interviews

Standard (30-60 minutes, 1 participant)
Paired (2 participants)

Half-structured interviews

PROJECTIVE TECHNIQUES:

Free associations
Sentence completion
Laddering:

classical
visual

Letter associations
Collage

Individual
Group
Mixed

Analogies:

Personification

Classical personification
Party

Personalization
Other: animal, car, etc.

Role play
Mapping
Brand/product corridor
Brand/product planet
The house where the brand lives
Brand/product life cycle
Brand/product bull’s eye
Speech bubbles
Manipulations with objects/cards
Matrices of ideas/decisions/properties
Leaves fall
Fantastic scripts/fairy-tales
Idealization
Press release
Obituary
Voyage
Horoscope
Drawings
Standardized test (landscapes)

GfK SPECIAL QUALITATIVE RESEARCH METHODS:

GfK Ad*Creator
GfK Copy Test
GfK Genius

CONTACT: Olga Ovchar, Head of Qualitative Research Department