High definition method

Date of publication: September 1, 1992

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Author: Bruno Maresti

Abstract:

Given the cultural level of respondents is very different and this has a major influence especially when we ask consumers to describe their feelings, expectations, and with the help of other experiences in the field of segmentation by ARCHETYPES - using a similar multi-level stimulus - it has been possible to construct a new method of interviewing people that we called The HIGH DEFINITION METHOD. It consists of a technique that is meant to stimulate emotions and feelings, as well as stimulating the rational side of the individual in order to reproduce and analyze, as far as possible, the real reaction sollecitated by the meeting between consumers and a product, brand, concept, etc.. Verbal expression permits us to discover only part of this reaction, that more tied to the rational side of an individual. In order to have a more complete vision it is necessary to integrate this information through stimulation by elements such as images, smells, flavours, sounds, tactile sensation, etc.. On the basis of qualitative techniques used for this aim, we have developed a new method that functions at a multi-level dimension. The method consists of a double series of stimuli the first of which are images and the second words/items that we apply on a broad quantitative basis in many of its applications.

Bruno Maresti

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