QUALITATIVE RESEARCH

At MindMetriks we take market research and qualitative research to another level. As a leading company in Neuromarketing in Colombia, Mexico and Latin America, we use eye tracking, face coding, implicit associations and in general, biometric technology to deeply understand the conscious and non-conscious (subconscious) behavior of your consumers or clients.

WHAT IS QUALITATIVE RESEARCH?

Qualitative research is a type of market research that brings together different research techniques to collect information about consumer behavior, their perception of products and brands, and in general helps to identify, understand and resolve situations or hypotheses that arise in relation to a particular topic.

TYPES OF QUALITATIVE RESEARCH STUDIES

At MindMetriks we combine different qualitative research techniques with Neuroscience and include biometric technology such as: Eye Tracking, Face Coding, Implicit Associations and Neuro Targeting among others:

MARKET

CONSUMER

BRAND

ADVERTISING

SHOPPER

AD HOC

MARKET

MARKET RESEARCH

Socio Cultural Studies

It is a type of market research that is aimed at understanding a social and cultural problem which generates hypotheses that can be validated later with quantitative research.

Price or Value Study

The price study is a type of market research that allows to evaluate the value that a person perceives of a product or service and helps to determine the price that this group of consumers or target group is willing to pay for it.

Category and Most Valued Attributes Study

Category studies through Qualitative Research are indispensable to understand the competitive environment in which a brand or a product is located. By combining it with Eye Tracking, Face Coding or any other biometric tool we can obtain deeper insights at a non-conscious level.

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CONSUMER

CONSUMER RESEARCH 

Consumer Segmentation (Neuro Segmentation)

Market segmentation or consumer segmentation is the key to achieve a strong strategic process. At MindMetriks we use scientific tools such as MindMetriks MindTest to do Neuro Targeting or NeuroSegmentation which allows us to investigate the most outstanding personalized characteristics of your target group. Our Neurotargeting process uses disciplines such as: Neuroscience, Artificial Intelligence, Psychology and Machine Learning among others.

Category Attitudes and Habits Study

Understanding Consumer Attitudes and Habits helps make your brand strategy much more powerful, especially when coupled with biometric tools such as Eye Tracking, Implicit Associations or Face Coding .  

BRAND

BRAND STUDY

Positioning and Brand Health:

The Positioning Study and the Brand Health Study are complementary, the first one reviews how your brand is being perceived in the minds of consumers and the second one shows us how far it is from the desired positioning and even better, from your competitors. By involving biometric tools such as Eye Tracking or the Implicit Association Test , they help to obtain more accurate results. 

Image and Brand Architecture Study

Brand image and perception research helps to understand how your brand is being viewed by consumers or customers and by using biometric tools such as the implicit associations test, you can delve deeper into the true associations of the brand.

ADVERTISING

ADVERTISING STUDIO

Advertising Tracking

Our permanent Advertising Tracking system allows us to make timely decisions and not wait until the next measurement to see how we did. In addition, our robust advertising tracking methodology includes an analysis with Neuromarketing tools. 

Advertising Evaluation and Pre-Testing of Commercials

Know how strategic and how much impact your advertising campaign generates in the minds of your customers. By mixing qualitative market research with market research with biometric tools we can investigate with a high level of accuracy the visual attention(Eye Tracking) that is having your brand and the elements that make up your campaign.  

SHOPPER

SHOPPER STUDIES

Mystery Shopper or Incognito Customer

The Mystery Shopper or Incognito Customer Study developed by MindMetriks, in addition to investigating the natural behavior of shoppers in their shopping or service experience, with the use of biometric tools such as the Eye Tracker or Eye Tracking Glasses, allows us to understand what are the key points that customers focus on during their purchase.

NeuroShopper or Point-of-Sale Shopper Study

We conduct three types of Market Research with Eye Tracking at points of sale that allow us to understand the behavior of the Shopper or Buyer Persona during the buying process:
1. Identify the visual elements that attract the most attention, products, packaging, prices, purchase decision trees, among others.
2. Establish the shopper's most salient personality traits, in order to send messages that really resonate in the shopper's mind and thus better persuade purchase.
3. To know which is the visual relevance and the behavior of the buyer in front of the different stimuli in the points of sale.

AD HOC

CUSTOMIZED CULITATIVE MARKET RESEARCH

Customized Qualitative Research (Ad Hoc)

At MindMetriks we work very closely with the market research or business intelligence areas of the organizations, as we understand that each business and each industry has its particularity.

We develop market studies with exclusive methodologies for our clients and unique research designs or study designs that meet the particular needs of that business.

Food, Mass Consumption, Banks, Pharmaceutical Laboratories, Oil & Gas, Clothing Boutiques, Restaurants, Hotels, Governments, Educational Institutions, Advertising Agencies, Market Research Agencies, Utilities, Retail, among others.

MARKET RESEARCH AND QUANTITATIVE RESEARCH WITH EYE TRACKING:

• CLICK ON:
• METHODOLOGIES
• TOOLS
• COUNTRIES
• INDUSTRIES

[ "METHODOLOGY" ]

Qualitative Techniques or Methodologies:

Focus Group Sessions, Structured and Unstructured Interviews, Social Listening or Network Analysis, Ethnographies

[ "TOOLS" ]

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Biometric Tools for Qualitative Studies:

Eye Tracking, Eye Tracking Glasses, Face Coding, Implicit Association Test, Implicit Associations, Biometric Interviewing

[ "COUNTRIES" ]

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Qualitative market research in the following countries:

Colombia, Mexico, Brazil, Chile, Guatemala, Costa Rica, Argentina, Ecuador, Panama, UK, Germany, Spain, China, Qatar, South Africa, France, Portugal, Dominican Republic, USA, Italy, Bolivia, Salvador, Honduras, Uruguay, Paraguay, among others.

[ "INSDUSTRIES" ]

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Experience in qualitative studies in the following industries:

Food, Mass Consumption, Banks, Pharmaceutical Laboratories, Oil & Gas, Clothing Boutiques, Restaurants, Hotels, Governments, Educational Institutions, Advertising Agencies, Market Research Agencies, Utilities, Retail, etc.