Qualitative Methods/ Techniques

• Focus Group Discussions (FGDs)
• Enriched Focus Groups (METASpace)
• Hot Shops
• BI-POLAR Groups (BGs)/ Deliberative groups
• Predictive Focus Groups (PFGs)
• T-Groups/ Alternate Semi Groups (ASGs)
• In-depth interviews (IDIs)
• Ethnography research: Diaries and In-home Visits
• Connoisseurs/ Semiotician Dialogue
• Diades
• Bulletin Boards
• Tele-depth interviews (TDIs)

ISRA DELIBERATIVE GROUPS are skillfully performed to challenge views, examine attitude and beliefs of different, even opponent groups (users vs. non-users, users of two direct competitive brands), to go in-depth and bring out tactical insights.

BI-POLAR GROUPS are one of the smartest solutions, particularly if:

• there is the need to understand dramatic market changes (e.g., brand rapidly loses market share with no apparent reason)
• groundswells are felt present or really shake the market 

HOT SHOPS are a qualitative research experience that empowers connection to the consumers' deepest thoughts and needs in a warm, friendly and natural atmosphere for next levels of inspiration.

ISRA HOT SHOPS are a really befitted solution especially for:

• premium & super premium brands research

• qualitative stage of NPD
• concept & ideas testing

ISRA BULLETIN BOARDS format offers high flexibility for wide and in-depth data access, based on:

• longitudinal and multiphase approach (development, ideas exploration, product usage, discussion)
• hybrid of IDI/ group, switching back and forth

We ensure a rich platform for data mining, from visual/ observational uploads (video dairies, self-directed photography, etc.) to people live interaction.

In order to hear both sides of the story, ISRA Center skillfully employs T-GROUPS to help detect possible gaps and disconnections between usually interacting targets such as:

• purchasers & consumers
• providers & clients
• parents & kids
• physicians & patients etc.

T-GROUPS output is to offer key insights for problem solving and way further development.

IN HOME VISITS allow a deeper and more genuine understanding of the way consumers feel and relate with brands.

ISRA Center enriches IHVs findings with consumers journals revealing day by day info related to consumers and brands interaction along with lifestyle details as to encourage insight disclosure.

IN HOME VISITS offer access to best understand the consumers way of life and catch details available only in their natural environment such as: products storage, on the spot preparation / usage ways and underlying reasons, family members' role & influence in brand choice and much more.

We rely on hybrid approach for fresher insights on consumers real life interaction with categories, brands and retail execution by:

• uncovering facets of day-to-day shopping behavior that, in other research contexts, consumers may not be aware of or may not be able to verbalize
• capturing in-action purchase decision process as well as specific reactions to packaging and merchandising
• identifying consumers in-store real “pathway” (walkway chosen, shelves that hold attention, length of pauses), what is truly important at the shelf and what not and so on...

ISRA Center understands one of the most sensitive target groups that “jump” from one stage of development to another in a glimpse of an eye: kids (starting from 5/6 years old) and teens.

ISRA Center skillfully catches how children & teens really think and feel and furthermore what is relevant and aspirational to these special targets by keeping the discussions in attention span with the help of smaller and shorter sessions and with the participation of peer and friends; thus kids & teens feeling more comfortable, confident and having more fun while participating in research.

We empathically work with kids & teens in different types of research such as:

• brand extension, brand identity development (logo, associated symbols, design elements, naming, avatars)
• concept development, advertising testing, improving promotions
• CSR development (engaging programs, appropriate channels to be employed) etc.

We value archetypal characters usage in research as deriving stories that are somehow similar beyond borders and times and already exist deep within peoples collective subconscious; in other words, archetypal characters encapsulate and express the human need to feel stability, belonging, discovery and achievement.

Whether brands tell the archetypal story of a ruler, caregiver, creator or any other, ISRA Center makes a great use of archetype projective technique to:

• help align the brand around key emotional needs in a way that both client and consumers can naturally and willingly adopt
• detect, clarify or simply make obvious brand archetypal story
• offer creative feeder for development of strategic positioning of new, established or yet undefined brands

• Brand personification
• Brand party
• Family of brands
• Chinese Portrait
• Role playing: convince someone to use a brand
• Sensory sorts: expose textures to stimulate feelings
• Train Journey Technique: projects patient-physician or consumer- brand across time relationship
• Solar System Technique: obtains the brands positioning vs. IDEAL in consumers/ physicians/ patients minds
• Planets/ Worlds Technique
• NLP (NeuroLinguisticProgramming) Technique: encourage the participants to unwind for deeper revelations about various topics activating all 5 senses
• Future scenarios / WHAT IF / WILD CARDS

• Psycho-drawing: drawings of research relevant topic further interpreted
• Mind Maps
• Heart Maps
• Scrap Art Technique: used to get to the core issues and facets of a brand/ category/ product
• Thought balloons: disclose under the surface emotions and potential disconnections in consumer- brand or physician-patients relationships
• Guided Imagery: a great tool for brand imagery and ideas testing
• Visitor from another planet: 1st time seeing X
• Tarot cards
• Laddering: starts with a functional benefit and keeps naming benefits until reaching the emotional benefit/ values                                

Our approach on traditional FGDs is constantly refreshed and redesigned according to market latest needs.

ISRA Center FGDs versatility is expressed by:

• performing FGDs as creativity sessions/ workshops, dyads/ triads, friendship circles
• resizing FGDs from very small (dyads/ triads) to large group of participants (20-30 people workshop/ Bulletin Boards)
• being hosted in the comfort of coffeeshops, hotels or in people's homes
• involving respondents that are friends/ family, creative super consumers/ fans, prosumers, lead consumers
• getting fully immersed by stimulating participation before, during and after discussion sessions to broadly cover contexts, behaviors and emotions by means of: Show Me’s, Deprivations, Diaries, Journals, Collages, Projective Exercises