Ravages writes about his experiences with qualitative research. Here's the text of his post :

" ..... Today, Valentines Day was spent sitting through a research presentation - Qualitative - of the perceptions of one the brands that my agency handles. We have been asked to present our ideas to the marketer again and hence the research study.

The presentation was brilliant in terms of giving me something to base my claims for the product on. The presenter, though well meaning, was a little fast, and glossed over lots of parts.

Qualitative research is really briliant for an advertiser, agency, and the creatives.  For example, one tool of qualitative research is called Brand Imagery or something, in that it asks respondants to associate brands with a personality or person they know.  Such an association gives you valuable insights into your consumer's mindsets andidentify where your brand stands and what needs to be done to take it where you want it to be.

For example a brand that I know of was supposedly identified as a Joker/Johnny Walker. But that is not what the marketer/company wanted. Such a distinction helps creatives and agencies to come up with an integrated, comprehensive, cohesive strategy to achieve its objective.

Anything more and I would be guilty of revealing secrets, hence this post stops here. If you are bored and have nothing better to do, do read up on advertising and quali research. Else read my post."

A while ago i had picked up and commented on John Porcaro's wonder at attending focus groups.

Is nice !!

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