Methods of collection:
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Face-to-face non-directive interviews: Method of interview where the researcher lets the person questioned express himself as he pleases. This type of interview aims to explore, understand and explain a topic on which nothing (or little) is known. The interviewee expresses himself quite freely on the theme originally submitted. This interview is primarily used to study deep motivations, inhibitions, representations and symbols |
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Face-to-face semi-directive interviews: Method of interview where the researcher uses an interview-guide mentioning the topics to be discussed, but where he also has considerable leeway to introduce and supervise the topics during the interview. Fields of application are motivations and checks studies, brand images studies, product uses studies... |
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Structured paper-pencil interviews (face-to-face or by telephone):Method of interview where the interviewer controls in which order the topics are handled. He thus follows the interview-guide listing the topics that must be discussed. This type of interview is used whenever the researcher already has a precise idea as to which kind of information must be corroborated or validated. It makes it possible to collect information on brand image components, product uses studies, inventories of research objectives... |
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Groups: The group discussion brings together 8 to 12 participants and normally lasts for 2 hours. Its main benefit is that a large amount of contradictory data can be collected very quickly. But the overall effectiveness of the group may be altered by inhibitions, stereotyped comments and conflicts between participants. The moderator relies on a facilitator’s guide assembled according to the different topics that must be discussed. These discussions have a wide range of applications in marketing: collecting image components, packaging test, advertising pre-test... |
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Mini-groups: This is a variation of the discussion group bringing together about 4 participants and lasting approximately for one hour. It is very easy to organize and offers much flexibility in the discussion. This method intensifies the participants’ sensibility and also stimulates their imagination: A small group is always more creative and more immersed than a Focus group... |
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Progressive triads: A triad is a mini-group of 3-4 participants. It is a tool that makes it possible to examine topics far more thoroughly than in a group (as each participant may speak longer) whilst preserving the dynamics and the consensus which always have been the cornerstones of a group. Furthermore, triads can be progressive. This method of progressive triads has several advantages: It makes it possible to discover and identify the perceptions and expectations of each target whilst exploiting in subsequent triads any relevant and pertinent information discovered in previous triads. This is a most interactive method as both the research company and the target are involved with the representatives of the Laboratory as "active participants"... |
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Internet/on-line survey The e–questionnaire is accessible through a Web interface. It is conceived to be very user-friendly so that the respondent may easily access it in order to answer on his own all the questions without outside assistance. To guarantee security and reliability, access is encrypted and protected with a log-in and a password. This method makes it possible to test and analyze on-screen all the different elements (visit aid test, press pack, concept). On-line studies can not only be used by practitioners, but also by sales teams (satisfaction surveys). Progress reports are sent regularly to the laboratory representatives throughout the study |
