Pre-diagnosis of (alternative) concepts
Psyma Explore combines the advantages of qualitative and quantitative methods in an integrated test design that can be used for the analysis of consumer concept acceptance (animatics, packaging, brand value proposition, etc.):
In focus groups, individual scaled assessments of a stimulus are collected and polarising appraisals are subsequently discussed (on an aggregated base). The methodical advantage lies in the deep diagnosis.
At the same time, one-to-one interviews are conducted in addition to this in order to depict the typical advertising impact on a valid base, i.e. to verify the achieved qualitative hypothesis quantitatively as well.
Diagnostic and scaled research are separated in a methodically meaningful way. In this respect, this integrated test-design can be considered as an economically interesting option.
As a standard, we recommend four (online-aided) focus groups plus n=80 one-to-one interviews (studio).