It is often when the results of a communication are problematic that we do those qualitative behavior surveys...
And yet, understand why it succeeds is also essential that to know why it fails ...
Results
The individual creativity is often the result of talent ... The creativity of a group depends on techniques used and on the quality of the animation ...
Particularities ...
According to our customers, the quality of the analysis and the relevance of the recommendations are very important!
Key methodological Pointsconcerning the qualitative studies :
The animation guides must be designed in "funnel" so as to understand in what position are the thoughts and perceptions of the participants. The semantic analysis is not sufficient, it must go beyond taking into account the behavioral variables : beliefs, situational variables, motivations (system DPMC ® in four strata and 17 dialectical axis), and acts generated.
Results generally obtained:
Changes to substance and form of communication, a better understanding of the messages, changes in behavior and/or attitudes ...
Redefinition of communication and definition of the rules to respect in the future communications. These rules are often translated in the form of procedures. The criteria of success evolve over time, it is for this reason that measures of this type must be repetitive.
Example 1: One of our clients has multiplied by 7 its return rate concerning modes of payment of its customers (monthly payment) ... in amending its axis of communication and changing certain terms of mail initial ...
Example 2 : One of our customerd has been able to regain 10 per cent of lost market shares after a change of catastrophic "mix" concerning a food product to very high market share.
Main applications :
Letters and communication with customers and prospects, content of "E-mailing", commercial offers, result in behavior changes ... Post-test of the advertising,systematic test at launches of new products, definition of "marketing means" (operational marketing) ...
Search of names, brand, new concepts, new products and services ...
Understanding and Action
Marketing and Management Survey
Marketing survey - Employee survey - Behavior analysis - "Shoppers" survey - Data base analysis - Catchment area survey - DPMC ® Dynamic model
® DPMC - 2009