Qualitative Research at BDRC Continental
Good qualitative research doesn’t tell you what researchers think, it tells you how consumers think.
At BDRC Continental, we believe that genuine findings are evidence based; that clear links need to be established between the data and the conclusion. We believe in clear, creative and occasionally inspirational thinking, but we don’t believe in the cult of the qualitative guru. This led us some years ago to adopt ZMET® as our ‘leading edge qualitative methodology of choice’.
ZMET®, developed and tested by a team of academics led by Professor Gerald Zaltman at Harvard University, is grounded in the principles of cognitive neuroscience. ZMET® applies a range of new and existing qualitative research techniques and links them to form a clearly defined process from data generation through to insight exploration.
Scientists agree that the role played by your conscious mind is much smaller than previously thought. In a recent episode of the BBC's Horizon series, scientists estimate the size of the unconscious, and draw fascinating conclusions. Find out how much of the brain is given over to the unconscious by watching the clip - Horizon: out of control?
Dr. Roger Donbavand, Managing Director of BDRC Jones Donald, recently published an article in which he looks at what we've learned about the brain from neuroscience and how retailers can apply this. Neuroscience and retailing: who needs whom? provides an insightful overview of ZMET's benefits.
For more information, please contact Richard Smith 020 7400 1018.