Creative Groups: "The Rolls Royce of Market Research"
Increasing product and brand identity, along with the growing trend towards critical behaviour on the part of consumers, is continually accentuating the need to understand the psychological properties and values of products and brands, as well as the emotions and experiential world, of consumers.
The Creative Group method makes it possible to gain access to consumers’ emotions in an indirect and entertaining way. Barriers such as the desire for social approval, inhibitions about discussing things that are taboo and fear of saying the wrong thing are circumvented with the use of Psychoscopic Instruments (pdf, 68KB), facilitating direct access to the "gut feelings” of consumers – The Iceberg Model (pdf, 116 KB).
Each creative group lasts 3 hours and has 8 to 10 participants.
Here you can have a look at our facilities and technical equipment (pdf, 63 KB).
Creative Groups are also highly recommended for enquiries related to the target group of physicians, since they provide direct insights into areas that previously were extremely difficult to investigate, such as factors that influence prescribing patterns.
Having doctors serve as co-moderators in creative groups is a tool that we consider to be just as essential as meticulous observation and analysis of behaviour in focus groups with children.
Typical topics explored:
- Consumer needs and buying/prescribing motives
- Assessment and structuring of range of products offered/segmentation
- Choice criteria for brands and products/factors influencing prescribing patterns
- Ascertaining brand images, brand equity
- Development potential of specific brands
- Requirement profile for product launches
Contact
Dr. Christine Buchebner
Tel. +43-1-71710-119
E-Mail ››