What's the value of advanced research?

Let's talk about one of my favorite things - real, deep consumer insights coming from advanced methodologies in consumer research.

As you might know, a huge focus for our team is to help researchers and insights leaders understand the value of advanced methods and why they should become non-negotiable in insights work.

If you're new to quantilope, or just starting to dip your toes into research, advanced methods are research modules that go beyond standard usage and attitude questions - to really get at the ‘why’ behind consumer decision-making. So, instead of asking how satisfied a consumer is with a product or service, a Key Driver Analysis (a type of advanced method) can determine what other aspects are?driving?satisfaction to be high or low (like customer support, product availability, shipping speed, etc.).?

Aside from uncovering the ‘why’ behind consumer behavior, advanced methods add quality and competitiveness to standard U&A questions. While your top competitors might measure brand awareness or usage, you’re going to know the reason behind those funnel metrics - putting yourself in a much better position for success in the category.

Through the use of advanced methods, you can supplement traditional usage and attitude questions with metrics that go a layer deeper. For example, instead of grouping your target audience based on their similar demographic traits, a need-based segmentation clusters respondents based on their true product or service needs - making them a much more targetable and actionable group of customers.

Whether it’s implicit testing to capture consumers’ subconscious reactions, a MaxDiff to prioritize a long list of items, or any of the other advanced methods we offer, I hope you share my excitement in seeing how advanced methods generate a competitive edge when strategizing on your consumer insights.

Kind regards,

Peter Aschmoneit

quantilope CEO

Advanced research methods are a means of research that go beyond the 'what' and explore the 'why.'

In this report, learn how?advanced methodologies?(like?Conjoint,?Key Driver Analysis,?TURF, and so many others) are non-negotiable for research teams that hope to generate richer, more actionable findings than standard usage and attitude questions alone.?

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