Right Brain vs. Traditional Qualitative Research


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.