The advantage of qualitative research methodologies is that it explores the customer’s mentality deeply. With many years of development, there are already many sophisticated qualitative research methodologies. And we have rich experience in these methodologies, for example:

Application of Projective Techniques

How to deeply explore the customer’s mentality?

Some researches showed that 60%-70% of the purchasing behaviors in the supermarket were impulsive actions. Consumers didn’t have a plan in advance and the purchase decisions only occurred just within several minutes. If we asked them why they chose a certain brand, they would rationalize the whole process combined with their experience of different brands. Actually, these impulsive actions are the results from the influence of ads promotion, their own personal value or subconscious, etc.? What affect impulsive actions are the customers’ mentalities and values.

Asking questions directly may lead to very rational answers from the respondents. Therefore, a successful qualitative research depends on whether we can use the appropriate questioning techniques. In qualitative research, we use different projective techniques to explore the customer’s mentality, meanwhile try to make respondents feel relaxed to answer our questions These project techniques include: ■ Personification ■ Collage ■ Planet travel ■ Future world ■ A big family ■ Holding a party ■ Simulated company visit ■ Write a resume ■ 5 senses… etc.

Ethnographic Interview

The newest trends in qualitative research is to go directly into the interviewees’ lives to observe their daily behaviors.? It is to avoid the possible leading questions. These methodologies are called Ethnography or Immersion.

This methodology generally can be divided into two main parts: in-depth interview and accompanied shopping / recreation. We shall choose the places where the customers use the tested products most frequently to carry out interviews and observations. If possible, we shall accompany them to go shopping or to do other recreational activities e.g. supermarket, shopping mall, pub, and KTV, etc.

Observation is the core part of this methodology, which emphasizes that we understand the customers’ behaviors and values deeply in a real environment.? How are they influenced by the surrounding stimulus and other people?? It complements the traditional qualitative techniques which may not be able to unveil the external influence on the customers.

Diary Writing

We shall let respondents record their real lives, attitudes and values freely by writing a diary. We encourage respondents to explain their lives by using pictures in order to step into their lives and their inner world as well. With their agreement, we could also browse their blogs and short text messages. In conclusion, qualitative research methodologies have to be developed in line with respondents’ lives? We should understand the current most popular communication methods, and then use it to explore customer’s inner world.

Understand Customers from Different Regions or Typologies

We try to explore the customer’s mentality by different projective techniques; however, how to analyze their mentality is even more important. The qualitative research needs a senior researcher with rich cultural knowledge and product / service experience, and then they can accurately read the customers’ thoughts and give the appropriate recommendations, for example:

Beijingers are comparatively frank and don’t look into details, therefore, the communication message should be specific and direct. People in Shanghai are more westernized .? They are willing to accept new ideas and the feeling brought up by a brand. People in Guangzhou are more practical. They pay their attention to details and product benefits.

Our qualitative researchers have rich experience. They had done thousands of focus groups and in-depth interviews and have visited dozens of cities in different tiers ?Their respondents include students, white collars, corporate leaders etc., whose age ranged from below ten to over 50. All these will help us have a good understanding about different consumers.?