Allegiance Research Group Decides to Turn Down Focus-Group Research and On-line Surveys. Why?

 
WASHINGTON - April 22, 2014 - PRLog -- Dale Paulson of the Allegiance Research Group says “I think I am pleased to announce that the Allegiance Research Group will no longer accept requests to do focus groups and on-line or web-based research.”

Why, pray tell? He has reluctantly come to the conclusion that focus-group results are not bad whereas web-based research can be downright terrible. He says that he feels a bit guilty about accepting money for results that are “not bad” or “downright terrible” and he has tried to educate clients about “leading questions” and “non-response bias” to little or no avail.

He’s not exactly taking his ball and going home but he is saying, “You can do better.” What is better? Are you ready for this? Are you sitting down?

He recommends: Non-Directive Pictographic Research which analyses customer (or client) decisional calculus by using scripted non-directive stimuli (pictographs) to understand motivations and to develop resonant-persuasive messages.

What is that you may ask?  It is simply developing a (purchasing) scenario using cartoon-like pictures, roughly matching the respondent to the pictures as far as demographics, and having them tell a story. This can be done individually or in a group setting and it fortunately eliminates leading questions. The pictures drive the conversation and a story emerges. It is an innovative approach to understanding purchasing behavior and was presented by Dr. Paulson in a paper to the Society for Consumer Psychology which also published a book including a chapter he wrote on this topic. Pictographic research helps do the following:

Bridges the gap between the analytical and the creative.

Understands the “self-talking rationales” related to decision-making.

Acknowledges human nature as “emotional first, rational second.”

Allegiance Research Group is offering free seminars (with a minimum of ten attendees) to associations and advertising agencies that are interested in this topic.

Contact
Dale Paulson
dgp@allegianceresearch.com
703-772-5362
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