These advanced interviewing techniques have proven effective for even the most difficult consumers.
In 1998, we developed a visual sorting technique, called Strategic Imagery, where I have pre-tested over 600 non-advertising images as to their meaning to viewers. The pictures are used in a Rorschach type format to identify and quantify (quasi-qualitative & quantitative analysis) user images, brand images of key drugs and their competitors and even packaging impact, when relevant. Thirteen factors emerged from the factor analysis, which have since been tested in five different countries. Click to learn more about the 13 dimensions: Desirability, Emotionality, Quality, Authenticity, Security, Health, Approachability, Status, Familiarity, Gender, Maturity, Activity and Dependability.
We rely on speed to make it harder for the respondent to prepare and edit their verbal response to the boards. The stimuli come so quickly that first impressions are the dominant response. Nonverbal cues of likes and dislikes, of which the respondent are less aware of and less likely to give socially acceptable answers are probed and used to further articulate respondents' choices. If contradictions or inconsistencies occur, the interviewer explores the why behind the inconsistency in order to find out the real order of priority. In this way, the dominant reactions and their meanings are revealed quickly and with greater certainty. This method of exposure more closely mimics the way consumers see and evaluate products in the marketplace.