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Genius

Genius was developed in order to include all the categories of people involved in the marketing process, to ensure maximum flexibility and to meet the pressure of time constraints. It is a method of qualitative research for the development and evaluation of CONCEPTS and serves as a Basis for Decision Making (pdf, 54 KB).

Genius takes advantage of the synergies between consumers (who communicate their needs), the client/agency (who develop(s) the initial concept and make(s) ongoing revisions) and the market researcher (who directs the research and serves as an interface). The client and agency play an active role in the analysis process, developing an information platform with the market researcher.

In a 2-phase process (development phase and validation phase) basic concepts are first developed and then are adapted in line with the needs and attitudes of consumers and finally evaluated.

›› Advantages of Genius (pdf, 74 KB)