Market Research

Qualitative research

It is used to "explore" and "explain" the behaviour of consumers by using various methodologies:

• Discussion groups
• In-depth interviews
• Projective techniques
• Observational studies

Quantitative research

Used to find out the relative weight of the various attributes and motivations in customer purchasing decisions. The most widely used quantitative techniques are as follows:

Mystery shopping actions

This analyses the objective quality in the providing of the service, assessing aspects of the physical environment in which the purchase occurs, with knowledge of the product or service, service quality, etc