A new research technique which involves consumers acting out their relationships with brands.
Why are we different from conventional qualitative research?
• We take our agenda from the respondents themselves, encouraging them to set their own priorities.
• We stimulate the expression of deeper, normally unarticulated motives.
• We bypass learned responses from marketing-wise consumers.
What are the benefits of Performance Research?
• Provides a meaningful consumer frame of reference against which marketing assumptions can be reviewed and challenged
• Provides image-rich insight into the consumer experience.
• Uncovers the “Consumer Dream” of the role consumers would like the brand to play.
When is Performance Research most useful?
Brand development
- when we need greater insight into the role that a brand can play in the consumer’s life
New product development
- when we need to uncover the most relevant consumer ideals
Advertising development
- when we need to understand the target audience’s emotional response to the brand
Employee motivation
- when we need to reveal normally hidden feelings and aspirations of employees
What techniques do we use?
The techniques we use are well established and encourage an atmosphere in which people can relax and feel safe “acting out” their feelings. This process releases resources of imagination that in other circumstances lie unused.
We are looking for the relationship respondents feel they have with, say, a company or brand, and also the ideal they would like them to fulfil.
The Performance Research Team
Alison Walsh
Alison has concentrated on strategic marketing issues as a planner and researcher, working on brand positioning, communications and product development for numerous brands including McDonald’s, Coca cola, Terry’s, Dulux, MFI and the National Lottery.
She is a full member of the Market Research Society and the Association of Qualitative Researchers. She had tutored moderating skills for the latter.
Peter Townsend
Peter trained as a copywriter at J.Walter Thompson and became Creative Director of The Creative Business in the 70’s. He has focused on corporate communications and new product development for such clients as Shell, Cadbury’s, Unilever, Peterborough, CPC, Heinz, Spillers, Sara Lee, Guinness, Pedigree Petfoods, London Weekend Television and Nestlé.
With Shell, he led the consultancy team that developed the first global brand. He has also lectured extensively on communication subjects in universities and colleges.