DEMO – CREATION
Factory rooms are qualitative paths that can be taylored on specific needs. Several techniques of psychological investigation (projective techniques, anthropomorphism, etc.) are applied. Time spent with consumers is longer than in conventional reserach interactions. Different targets work together by confronting ideas (users-non users, clients-non clients, etc.). These qualitative paths show the real strengths and expectations of consumers vis a vis Brands offer and in relation to their views and expectations. During the journey, ideas and stimuli are collected and analysed in a different contexts: home context, individual context and collective context. The journey can be changed based on answers provided. This approach garantees depth of analysis and greater effectiveness of results.