Using various techniques to unearth the hidden needs of the consumers

1. Brand Loyalty AmitavBalajiChetan JemiJohnson

2. In-depth Interview ~50 min ~50 min ~110 min

3. ZMET Zaltman Metaphor Elicitation Technique Based on following theories- Human mind operates on visual images Metaphor thinking Understand one thing in terms of another Effective & Efficient way to understand consumer perception of brands

4. Image Analysis & Story Telling‘A picture is worth a thousand words’ Informant describes theme of each image Medium to ‘Deep dive’ into customer attitudes To understand Consumers’ thematic perception of coffee Experience of drinking coffee Negative connotations associated with coffee Relevance Price & quantity has lost its competitive power Quality & symbolic meaning becoming important Creates integrated marketing communication in product industry

5. Missing Pictures ? Describe issue/relation for which there is no image Issues that were thought of but for which no images were available Further probing to understand key relationships ? ? ? ? ? ? ?

6. Kelly Repertory Grid Idiographic measure of personality Asked to differentiate between 2 sets of images and probed on ‘Why’? Laddering 5 – 7 point Scale ranging between extremes Analysis of Results

7. Most Representative Image Chose picture to represent feeling Picture as the stimuli Consumer <->Brand : How Deeper and more clear than verbal discussions alone

8. Thank You!!!