Censydiam has a variety of research approaches which lead you to a greater understanding of human motivations. Please click below to find out more.
Through extended individual or group sessions, we help you to explore the relevance of your category and the various roles it can fulfill in people's lives. Participants are invited to a secure and comfortable atmosphere in which they can feel free to elaborate on their personal experiences and needs. Various projective and creative techniques are used to encourage people to express themselves openly and freely. Our specially developed, analytical software, Illogic®, is used to systematically analyse and structure the interview output, while preserving the depth and sensitivity of the consumer language.
How widespread are these qualitative findings? To address this type of question we have developed two quantitative research tools.
Contextual Consumer Landscape (CCL) offers a comprehensive brand/portfolio management tool to identify gaps and opportunities by connecting brands, behaviour and motivations within a client's category. Clients use CCL to help expand their business and it is applicable for FMCG, financial services, automotive, healthcare and durables.
Just Why? focuses specifically on motivations within a category. This module can easily be added to other research projects, such as U&A studies, concept tests, trackers, etc. 'Just Why?' further enhances the client's understanding of specific behaviour or preference patterns through the consumer needs and motivations.
We always start with a kick off workshop where all currently available insights and data are shared and key stakeholder participation is achieved. From here, more specific objectives can be set for the following research phases.
Once the research process is concluded, activation workshops are held to ensure that the insights the research has uncovered are embedded within the business. All stakeholders are involved in getting acquainted with and building further upon the insights to make them stick in the organisation.
As we have a longstanding experience in consumer motivational research and brand development, we have considerable resources and case studies from which we can draw. This of course does not mean that we share your insights and knowledge with others, but rather use them for further thinking and hypotheses development. Especially when these case studies are specific for your brands and market, we can confidently formulate recommendations in collaboration with you.