Our Unique Methodology Process
At The Marketing Clinic we use a focus group format but our groups are run in a unique way using Interrogation Research techniques.
Why Interrogation Research?
The consumer is under strong social pressure to provide answers which are acceptable to society.
- Orthodox qualitative research will produce the answer that the consumer feels they should give.
- Extensive use of questioning and experience exploration uncover a deep understanding that clients do not get elsewhere – and of which the consumer is not consciously aware.
Interrogation Research involves encouraging the consumer to talk about their experience in a way that they have never done before.
- This is achieved by asking many questions all aimed around the same area but appearing different.
- Secondly the consumer is asked to operate with a wider vocabulary – and tell their stories in this context.
- The Marketing Clinic can ascertain what is really going on and get into consumers unconscious thoughts.
- We can get even deeper into motivation by cross- questioning and interrogating them on the very choices they have made in using this wider vocabulary. This leads us to ask completely new questions.
- This enables us to learn more than has been understood before about consumer attitudes and behaviour.
