Qualitative method:
The Qualitative Method offers information of a more subjective and latent nature. This implies not only in an analysis of the interviewee's speech, but also of his/her global posture before the questions that are posed. Without statistical concern, the application of this method occurs in a more restricted number of cases, if compared to the quantitative one.
Focal groups
A group of 8 to 10 people is invited, with pre-established characteristics, to exchange ideas and discuss the object of the research.
In-Depth Interviews
The interviewee manifests himself individually about the researched object, where a research professional conducts the interview, through topics previously selected according to the client's objectives.
Ethnographic
It is research that aims to understand, in its everydayness, the processes of daily life in its various forms, the ways of life of the individual or social group.
In it, the interviewer has an active participation, despite observing a script, he can ask additional questions to clarify issues to better understand the context.
Mystery shopper e audits
- Mystery shopper:
It studies the variables that influence the sale of products or services:
- simulated purchase of the product or service researched.
- tries to evaluate the salesperson's knowledge of a product or service and the difficulties faced.
- Audits:
Checks - identified or hidden - carried out by auditors focusing on compliance with operational standards. In possession of this information:
- To identify occasional faults in the execution of the shop planogram.
- To ensure the implementation of merchandising actions.
- To reduce stock out levels.
- To maximise sales conversion rates.
