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THE K GROUP LTD.
HOW WE ARE
ORGANIZED
The greatest technique a
moderator can use is him or herself. However frequently qualitative
research requires projection techniques to bring the consumer to a new
unexplored place. The K Group uses all the standard qualitative research
techniques such as personification, word associations and laddering… to
gather information about categories and products.
However we are always
creating and enhancing techniques that allow for further digging. An
example is our “Web of Influence;” this technique developed at The K Group
has been particularly effective in breaking through the clutter to the
core psycho-graphic and fundamental beliefs that drive product usage. In
this technique the consumer is asked to explore the underlying elements
and factors that influence their decision to use products, categories or
services.
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