3rd Partial Review Market Intelligence

It is generally used to ask a wide range of multiple questions

• Poll

• Brand personality

• Predictive Model

• Survey

It is used to ask one simple question

• Poll

• Brand personality

• Predictive Model

• Survey

Are built and tested using historical customer and transactional data, and then used to predict how customers might respond in any number of future situations

• Poll

• Brand personality

• Predictive Model

• Survey

It can survive only if those responsible for it think long term, safeguard its consistency, and ensure its adherence to and compatibility with the needs and attitudes of those for whom it caters.

• Poll

• Brand personality

• Predictive Model

• Survey

Research techniques that seek to quantify data and, typically, apply some form of statistical analysis

• Qualitative research

• Quantitative research

• Market research

An unstructured, primarily exploratory design based on small samples, intended to provide insight and understanding

• Qualitative research

• Quantitative research

• Market research

Participants are presented with a stimulus and are asked to respond with the first thing that comes to mind.

• Association techniques

• Construction techniques

• Expressive techniques

Participants are required to construct a response in the form of a story, dialogue or description.

• Association techniques

• Construction techniques

• Expressive techniques

Participants are presented with a verbal or visual situation and are asked to relate the feelings and attitudes of other people to the situation.

• Association techniques

• Construction techniques

• Expressive techniques

An unstructured and indirect form of questioning that encourages participants to project their underlying motivations, beliefs, attitudes or feelings regarding the issues of concern (story completion, word association, etc.)

• Exploratory

• In-depth interview

• Projective