To be the best-in-the-worldwe have built the methodology called The Right to SucceedSM
Here is an overview of our process:
1.
We develop the Hypotheses of the client’s business;
2.
We do Point-of-Purchase anonymous intercepts to get consumers to “sell” us, thereby creating the questionnaires that are useful at point-of-use research;
We do minimum of 60 intercepts in 4 different US geographies by 4 different Ethnographers
3.
We conduct ONLY 1-on-1 point-of-use interviews;
4.
They are done by Ethnographers with a specific Skill Set, proven to be correlated to results – to find the Consumer Hedonics™;
5.
The interviews are done like pre-1940 investigative reporting. We do not follow a static questionnaire. We follow leads and dig for the true causal factors of behavior.
We break new ground (using certain questions as tools).
Make the hole bigger (develop story lines).
Finally, we dig with our bare hands for the ‘nuggets’ (discover the real truth and write the story using consumer quotes).
6.
We use 8 Ethnographers on every project, who conduct 12 to15 interviews each (100+ in total) across various US geography and demographics;
We cover 6 to 8 different US States (1 per Ethnographer) on every project we do.
7.
Redlining - We have 1 Ethnographer do 12-15 additional interviews among category “experts”, heavy users – all judged to be Articulates.
This technique is called Redlining and was developed by the FBI to challenge and validate the truth.
We eliminate the two most common Marketing errors:
Alpha Error – An opinion (or personal bias) that is kept in
Beta Error – An opinion (or personal bias) that is kept out
8.
Each Ethnographer uses Human Synthesis
to develop;
The category Hedonics.
The useful product Attributes to guide development.
The category beliefs held by consumers.
9.
Our project leaders use Human Synthesis to make one story out of the six or eight. The reports, the one story (summary), and the Redlining are sent to the Baker Street consumer research headquarters for the final validation and synthesis.
10.
We bring the consumer to Life! (via Videography).
11.
We enter all our information into SPSS (statistical programming for the social sciences). We use this template to find, sort, and then assess the frequency, relationships, and actual consumer language of the category Hedonics.
12.
We run quantitative research to provide data-based support to all our Recommendations. The combined tools of Human Synthesis, our own usage of SPSS and MR-Tables to synthesize (using proprietary software), and quantitative tests provide the basis to take Action.
13.
Additionally, some of the clients use our proprietary technique, called Fingerprinting, to map the consumer preferred product DNA. Once we discover the category Hedonics, we create a map (fingerprint) of a ‘winning’ product (or service), based on Hedonically driven factors, that are CAUSAL and highly correlated with purchase intent.
The output is an iterative development system that drives Products and Services to consumer preferred superiority.
