Research methods

Data collection

  • Personal in-home interviews

  • Personal executive interviews

  • Central location interviews

  • In-home visits

  • Exit polls and intercept interviews

  • Telephone interviews (CATI)

  • Online interviews

  • Self-administered interviews

  • Diaries: online, offline, sms, text messaging

  • Postal interviews

  • Retail audit

  • Focus group discussions

  • Creative groups and co-creation

  • Online focus groups

  • In-depth interviews

  • Expert interviews

  • Ethnointerviews

  • Accompanied shopping

  • Desk research

  • Mystery shopper

  • Mystery caller


Computer assisted methods of data collection

  • Click test

  • Shelf test

  • Virtual shopping

  • 3D modeling

  • In situ test for advertisement and media


Data processing and analysis methods

  • One- and multi-dimensional statistics

  • Modeling

  • Data mining

  • Content analysis

  • Conjoint analysis

  • Narrative analysis

  • Media content analysis: mass-media, social networks