Copyright © 2007-2009 WHYS Research.  All rights reserved.                Last update: February 2009        
        
Contact: Betty Southgate        Call: 0422 656 870        International: +61 422 656 870
Email: whys@go.com.au        Post: PO Box 778, Lane Cove, NSW 1595, Australia
At WHYS Research, we have the expertise in using a gamut of research techniques but more importantly, we know why they are useful, how to use them, and how the outcome would add value to your strategic plans.  The following is an overview of some of the qualitative research techniques, disciplines and resources we use:
We aim at constantly refining our techniques and adopting new approaches
to enhance our understanding of your customer desires and the community needs.

Projective & Enabling Techniques
Projective and enabling techniques are used as a tool to facilitate open discussion and truthful expression of opinions.  Many have been developed in the history of qualitative research.  At WHYS Research, we have adopted and adapted these techniques to energise discussions and ignite insights.  In a nutshell, our techniques involve imagery, visualisation, third party expression, wishful thinking and cognitive completion.

An Example: Brand Personification

vividly identify brand/corporate imagery and understand customer affiliation and attitudes towards your product/ service/ organisation

compare your identity to competition from the customer perspective

track down the reasons behind customer perceptions and attitudes

open our mind to opportunities of reinforcing customer satisfaction and loyalty
Life Value Driver™
This is a subject not openly talked about in a general daily conversation.  It might even sound too personal and private to be discussed in a focus group or a one-on-one interview.  Yet if we can identify and understand the personal and social values of our customers, imagine how you could design or refine your marketing, from the product and service level down to the advertising and communications level, to impress your customers and meet your objectives.

Betty Southgate has conducted hundreds of focus groups and in-depth interviews looking into life values and linking them to customer needs and aspirations which have benefited clients in their long term marketing plan.
Inspiration Library
Our inspiration library carries research journals, qualitative research training materials and cross discipline literature on psychology, sociology, business management, semiotics and creative art.  We continually update the library with the aim of sharing the wealth of knowledge with our clients and applying the acquired skills to our research work.
Semiotic Stimulus Set™
Semiotics is the study of signs and symbols and their meanings. WHYS Research uses an original selection of images together with concepts from the client to form a Semiotic Stimulus Set™, a catalyst tool to explore our customer world from a structured yet inspiring perspective.
Ad Motivator™
AdM™ is a multi-dimensional discipline combining theories and practices from Cognitive Psychology, Semiotics and Sociology, ideal for screening, refining and formulating advertising and communication concepts.
Interactive Qual™
Interactive Qual™ is a unique qualitative research model designed to assist clients in interactive branding in the web 2.0 era.  If you are ready to be proactive and make a difference, please ring Betty on 0422 656 870 to book your first interactive workshop.
Read published article on Interactive Branding
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Comments, ideas and suggestions on topics for future issues are welcome.  Please email whys@go.com.au with "WHYS Views feedback" in subject line or click link to feedback form.