Market Research
How you see your brand really doesn't matter. Customers control brand meaning, which is why we are such strong advocates for listening to the voice of the customer.
To discover the counterintuitive insights that can differentiate a brand and drive profit growth, Quixote Group uses unique tools such as Visual Explorer (a product of the Center for Creative Leadership) and PhotoSynthesis.
Research clients include: Hanes Brands, Energizer Personal Care Products (Playtex Products), Daimler Trucks North America (Freightliner trucks; Western Star trucks), Detroit Diesel engines, Kroger, Merz Pharmaceuticals, Sunstar Americas (GUM brand oral care products), the Amercian Chamber of Commerce Executives, American Association of Family & Consumer Sciences (AAFCS), Blue Rhino, Unifi, Pulaski Furniture and Lea Industries.
Counterintuitive Insights Lead to Profit Growth
Quixote Group uses a deliberate and proven process that blends qualitative and quantitative techniques to identify the purchase triggers, drivers and processes. The qualitative component is used to ensure that the right purchase drivers are being tested (internal stakeholders will likely identify only 75% of the key purchase drivers - the other 25% will come from talking to your customers) and that the right language is being used. This step leads to deeper customer insights and a more thorough and accurate quantitative survey.
Why search for counterintuitive insights? Because they will differentiate your brand, and will resonate with your customers. When incorporated into your positioning and communications, they demonstrate a deeper level of understanding of your customers, and allow you to make stronger, more meaningful connections with them.
Visual Explorer
People can't always put their thoughts and experiences into words, which is a problem when it comes to research. Much of our thinking occurs in images and metaphors, and a technique that allows people to illustrate their thoughts can result in the discovery of unique rational and emotional insights that can't be obtained from dialogue or surveys alone.
Visual Explorer is a tool to generate creative conversations using interesting, diverse and provocative images.
Quixote Group combines Visual Explorer with mind mapping techniques to help clients better understand the rational (mind mapping) and emotional (Visual Explorer) dimensions of a concept. The result of these combined exercises is a visual depiction of a concept (see example below) that helps everyone within the client company “see” what it means to the target audience.
This approach is particularly helpful in understanding the meaning of words or concepts that may be multi-dimensional. For example, “comfort” can mean many things. Combining Visual Explorer with mind mapping, it is easy to understand the different dimensions and meanings of conveyed by the word.
Finding the Counterintuitive Insights for You
From identifying new product opportunities to conducting broad community assessments, Quixote Group can assist you with the development and execution of a broad range of market research. Quixote Group provides focus group moderation, as well as customized qualitative research studies through national quantitative research studies.
To find out more about our process, drop us a note.