What’s really interesting about this method is that the exploratory effort implied from both the moderators and the consumers and the incredible results that we can reach in the end.
Main characteristics of this method consist of:
Smaller number of respondents, with more time dedicated to pick their brain. Usage of a very extensive portfolio of creative and projective techniques. At the end of the creative process, the client receives relevant perspectives on the emotional relationship of respondents with products / brands and the understanding of subjective mechanisms that support the preference for one product.