Just what does "Mindsearch Expert"
mean? It means we are passionately
committed to research and to your project. It also
means we possess a unique expertise at digging deep below the
surface to explore your customers' underlying attitudes/core
motivations and how these impact behavior. We will take you
far beyond your current level of customer understanding to
the place insight resides. In this place, the real
strength of your brand, product, service or message also exists.
Traditional qualitative research relies heavily
on the word "why." Many researchers seem to think
a few well-designed probes will get beyond rationalizations.
Instead, "why" forces the rationalizations to exist.
When faced with direct questions regarding behavior they don't
understand, it is human nature for respondents to make educated
guesses and avoid challenging topics. To use a court room
metaphor, "We object. Calls for speculation." Simply
put, they just don't know.
Our researchers have a thorough understanding
of human nature coupled with a keen sense of observation and
intuition. These tools allow us to probe beyond rationalizations.
We use our skills as behavioral and attitudinal researchers
to determine what is underlying respondent motivations and
truly driving customers. Instead of the flat snapshot traditional
qualitative work provides, our approach leaves you with a
rich, dimensional portrait of your target
audience.
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