Research Methods

BrandDoc

The BrandDoc is a psychological method developed by the E.R.P. It captures and evaluates the associations regarding a brand or a product.

The result is a profound brand profile that does not only pool existing associations, but analyses them regarding their characteristics, importance and fit for the brand.

In addition to measuring the status quo the BrandDoc also allows to measure the impact of brand exposure or experimental ‘treatments’.

It is used to identify how customers perceive a brand: Which attributes are associated with the brand, how are they evaluated, as well as which key messages should be used. The BrandDoc is also used for testing PR measures/ events/ trainings.

ETAP5

ETAP5 is a system developed by Leiden University in the Netherlands based on the famous OCEAN theory and extending it. The name OCEAN is the combination of openness, conscientiousness, extraversion, agreeableness and neuroticism (also referred to as the Big Five personality traits), which can cover all descriptions of personality. The target group is exposed to a list of pairs of antonymical attributes and asked to evaluate their opinions on these scales. Thus we collect their emotional feedbacks and analyze in a quantitative way, taking valence effect into consideration.

We employ ETAP5 e.g. for:

  • brand & product differentiation,
  • analysis of existing segments, and also segment adaptations,
  • analyzing the emotional code of customers.

Further Reading

The Big Personality Test – the 5 personality traits that impact on our live (49:20 min)

Narrative Interview

The narrative interview (NI) envisages a setting that encourages and stimulates an interviewee to tell a story about some significant event in their life e.g. work life and social context.

As a qualitative research method, it is considered a form of unstructured, in-depth interviews. Conceptually, the idea of narrative interviewing is motivated by a critique of the question-response schema of most interviews.

Narrative interviews consist of five phases; preparation, initiation, main narration, questioning phase and concluding talk.

Narrative interviews can be also used as the initiative phase of another quantitative research or localization of global measurements in order to catch the situation holistically. We also design it according to Critical Incident Technique.

Further Developed Approaches & Concepts

  • Customer-Salesperson Communication Matrix – for Modelling and Optimization of Sales Processes
  • Sensor Technology for Dynamic Online Customer Recognition and Segmentation
  • EMS – Effectiveness Measurement System – Measuring Website Effectiveness
  • Brand Differentiator – To Map Communication Focus in the Media
  • Development of Customer-Specific Interaction and Communication Design
  • AS – Procedures to Identify Unfulfilled Areas of Product and Perceptions
  • Co-Creation Workshops
  • Brand Equity Assessment
  • EFB – Emotional Feedback

Traditional Approaches

  • Development of Surveys and Survey-Scales
  • Focus Groups and Field Studies
  • Behavioural Observation
  • Qualitative und Quantitative Market Research
  • Evaluation
  • Structured / Free Interviews using Critical Incident Techniques
 
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