TRADITIONAL
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HCD Research ® is a traditional research house that has been utilizing classical techniques for almost 30 years.
Methods include:
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Quantitative Online Surveys
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Multivariate techniques (Regressions, discriminant analysis, factor analysis, cluster analysis, etc)
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Conjoint, Maximum Differential Scaling, Total Unduplicated Reach and Frequency
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Qualitative Interviews and Focus Groups
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In person, tele-web, discussion boards
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While innovative approaches such as neuroscientific, behavioral and/or psychological tools, should be implemented in research designs, it is critical to always have a traditional component. Innovative methods are not a replacement, they are a complement to add color and understanding to what consumers are articulating about their experience. The implementation of both traditional and applied consumer neuroscience methodologies gives us a holistic understanding of the consumer experience.
