QUALITATIVE TECHNIQUES
Creative techniques are the heart and soul of every consumer study.
But it’s not just the technique that counts.

At Diane Iseman & Associates, we match techniques to objectives and customize each technique with thoughtful attention to detail. Yes, we carefully select each magazine for collage exercises. We create custom templates for projective drawing and storytelling activities, provide objective-driven instructions for homework assignments and photo diaries. We customize every detail, every time.

We believe this approach provides a catalyst for creativity and yields rich, new insights. But that’s not all. In the final report, we put it all together in the context of the project and deliver meaningful direction in the form of consumer and brand profiles, product innovation, positioning strategy, and brand architecture. You name it, we’ve done it.

Here’s a sampling of how our toolbox of creative techniques has delivered insight and direction for our clients:

• Benefit laddering Uncovered emotional drivers behind brand choices
  in a paper product category, which provided direction for new brand
  positioning opportunities.
• Collaging Provided direction for advertising strategy by identifying
  key images and attitudes associated with scented candles.
• Homework Insights ^SM Photo assignment provided aesthetic design
  direction for a new shaving product targeted to young men. A shopping
  assignment clarified consumer perceptions of several clothing line offerings
  from a single manufacturer, providing direction for further differentiating the
  positioning of the individual lines.
• Image Association Identified a powerful visual signal for communicating
  desired images and benefits for a laundry detergent.
• Mindmapping Identified existing frustrations and direction for innovation
  in an infant product category.
• Obituary Exercise Clarified key differences between competitive retailers
  in the office products industry, providing direction for engendering greater
  loyalty.
• Perceptual Mapping Provided direction for an established consumer
  electronics firm to penetrate a new market by identifying the key
  competitive challenge and need gaps.
• Personification Illustrated the extent to which packaging plays into
  the equity of an alcoholic beverage brand, providing direction for bottle
  changes and sub-brand differentiation.
• Photo Diaries Uncovered key insights into differentiating factors between
  loyal and target customers of a retail clothing chain, providing direction for
  opportunities to attract target users.
• Projective Drawing Provided insights into attitudes and philosophies
  among potential new target segments in the beauty care industry, which
  helped to identify positioning opportunities to gain their loyalty.
• Sign-Aps ^SM Provided overall design direction for delivering a more
  meaningful, high impact package for a bar soap product by identifying key
  visual elements that created new emotional connections with consumers.