|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.|