Abstract:

Lidia Oie, responsible for the Qualitative Studies Area at one of the biggest marketing research enterprises in Latin America, will describe the uses and achievements of deprivation studies. This technique allows to identify the value that a product or service has to consumers, by placing them in a real lack of that product / service situation. Deprivation makes consumers behave in a way they wouldn't be necessarily able to express when asked about the hypothetical lack of that product / service. Lidia will share her experience in the use of this technique, show the multiple benefits of this tool and describe the steps that should be followed in order to make the most out of these studies' results.