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insight research
A strategy can not be built on fictions. It is indispensable to obtain direct, relevant information about the consumer and so is inspiration.
Insight research is one of the most inspirational fields of research. It plays an active role in strategy making, e.g. in brand/company/communication strategy.
It is an aggregation of such research methods and such system of recognitions that make possible to see into the thinking and motivations of the consumers. Consumer insight is a way to get in direct/indirect contact with the consumer so that we can understand his/her decision making mechanism either intellectually or emotionally driven. During an insight research we obtain valuable information about the way consumers observe a certain product/brand/service; how they cope with different situations, e.g. buying; how their decisions change according to the situation they are in; on what basis their opinion is shaped.
Brand creates, mediates, informs culture, induces dialogue, and adds value. A brand insight research puts brand in the centre. That is to say we examine those elements, factors, stories that might affect the life of the brand e.g. its development and spread. The real aim of brand insight research is to find elements that the strategy can be built on.
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