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Methods

Methods

The methods we use range from quantitative and qualitative survey methods via observations through to experimental procedures.

  • By asking consumers questions, we can identify what they consciously experience, for instance their satisfaction with a product or a service.  
  • We use observation and experiment to explain what consumers experience subliminally and which involves only a small element of rational attention, such as the working mechanisms of an advertising campaign.

The ideal way to explain consumer behaviour is usually a combination of questioning and observation.