Qualitative diagnostics are traditionally delivered via focus groups and are used particularly in the early stages where the insights can be most useful and there is a need to move quickly and relatively cheaply.
In reality, focus groups are used for two different objectives, one of which is its enduring advantage and the other what one might call a pragmatic alternative for quantitative research:
a) First, to really focus on existing options, understand how they work, why they work and where they can go (best done via focus groups); b) Second, as a cheaper, quicker way to narrow down options and understand the differences between ideas (better done by quantitative and qualitative research).
Figure 2 shows an example output of a MindReader on consumer perceptions of the most successful innovations of the last 10 years. Looking at the results, you can see the Internet takes three of the top four answers, and the reasons become apparent at the second and third orders, where it reveals the immense sense of consumer power, control and convenience delivered by the web. The ‘barometer’ colour coding shows the strength of feelings about those benefits.
The qualitative MindReader techniques are based on proprietary, patented software.