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Have you ever been writing a discussion guide and needed an idea for a question or technique that caused you to dig through your old discussion guides? While some of the specifics of guides and / or techniques are confidential, others get recycled in new and different ways. AIM Marketplace is a platform where you can look for new ideas or share your experience.
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A useful technique for understanding how consumers view a product category and the brands within it. Helpful at the start of a category discussion.
Can be used in so many situations for understanding difficult-to-articulate perceptions and anything that requires a respondent to draw upon his or her emotions.
A technique that is used when trying to give direction to product or creative teams on how consumers feel about product features or issues within a category.
New Concept Exploration
Discussion guide question wording and sequence in rapidly evaluating many new concepts in written form to eliminate several prior to additional research.
This technique incorporates visuals into the discussion and allows respondents the opportunity to be exposed to different expressions of the same positioning.
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