Precision, exact and comparable values. Objective, reliable and measurable results. Dependencies, correlations, „hard” statistics, trends, rational thinking.
Emotions, moods, states of mind, inspirations, „soft” insights, directions of change, sensitive areas. Unconscious needs and motivations. Experience is not 0-1, it is sensitive, requires conversation, intuitive thinking.
that is a combination of quantitative research and qualitative experience.
That is, diagnosis of brand DNA from the point of view of the consumer, perceived values, benefits, motivation and barriers, unique features, positioning vs. competition
In-store research to diagnose consumer buying habits, noticeable messages in the store, elements affecting the purchase (positive, negative), the decision path from entry to purchase the product
Diagnosis of the materials based on the following dimensions: engagement, branding and communication
deep dive into the needs and habits of consumers using a particular category (rational and emotional motivations, i.e. needstates). Research aimed at finding new areas attractive to be taken over by brands; segmentation research (consumer segmentation, category segmentation)