A classical interview is based on studying consumer’s experience. In its turn, consumer’s experience is largely formed by the communications of the brands existing in the market. Thus, the analysis of only consumer experience can give us just a slight increment to our existing knowledge (subtitle).
Without rejecting the classical marketing research methods, there is an obvious need for fundamentally new instruments that would allow one to take consumers beyond the framework of the category, while remaining within the product context.
We use one of these methods in our practice. Its name is «A Holiday». It is a written home task in the form of an essay to be done in compliance with a special format before a focus group interview with consumers.
As a result, we have higher-quality «nourishment» for creative concepts in the end. We cannot set forth the examples of such projects for all to see, but you can have a look at them at our office.