| Challenges of Qualitative Research |
Right Brain Research Addresses Challenges |
| Consumers posture and try to appear to be smart and rational about their decisions. |
Our analysts bypass the rational or left side of the brain and access the emotional side via visualization techniques. |
| Consumers want to tell 'their stories.' |
Our analysts guide respondents to focus them on the emotional information we require. |
| Consumers give rationalizations to justify what they do rather than the real reasons for their decisions and behavior. |
Our analysts probe again and again in different ways to navigate around respondents' rationalizations. |
| Often the richest emotional content is contained within seemingly unimportant, casual phrases. |
Our analysts are trained to identify emotional language and to probe on it during the interviews. |
| Brand information is hidden within the category information. |
Our analysts are armed with techniques and probes that are proven to yield critical differences in feelings about brands. |
| Key words identified during interviews always have nuances and implied meanings that are deeper than the literal meanings of the words. |
Our analysts also have a framework for understanding and interpreting the material that they uncover in their interviews. This framework is based on identifying the emotional needs and barriers that motivate the respondents' behavior. |
| Interviewers are naturally tempted to inject their own ideas, feelings and personal experiences into their perceptions and understanding of what they hear. |
Our analysts are trained to set aside their personal, subjective feelings about a category or brand and never to make assumptions that could shape their understanding of what respondents mean. |
| Interviewers naturally want to use their personalities in order to build rapport with respondents - which leads to subjectivity bias and a poorly controlled interview. |
Our analysts are trained to relax respondents and gain their confidence by following a carefully structured methodology throughout the interview. Doing so ensures objectivity and consistent findings across analysts. |
| Use of one interviewer has the advantage of eliminating differences across interviewers but maximizes the chances for subjectivity bias. |
We use three or more analysts who follow a structured and proven methodology, and are supervised by a Senior Project Director, which guarantees that personal bias and subjectivity is controlled and that all of the interviews will be conducted in the same way. |
