'Mapping' the customer's mind. Multi-dimensional psychological insights in pre and post project qualitative research

Michael Francesco Alioto, Sanford Stallard and Amy Routhier

This paper attempts to understand and access the respondent’s inner thoughts and ideas during qualitative research by applying academic physiological and social anthropological theories and tools, relying on the work of Hampden-Turner who theorized that the human mind is complex and can best be understood by applying a series of “Maps of the Mind”.

“Mapping” the Customer's Mind

Multi-Dimensional Psychological Insights in Pre and Post Project Qualitative Research

Michael Francesco AliotoThe RDA Group, Inc., United States.

Sanford StallardThe RDA Group, Inc., United States.

Amy RouthierThe RDA Group, Inc., United States.

THE ISSUE: CAPTURING THE CUSTOMER'S THOUGHTS AND INSIGHTS DURING QUALITATIVE RESEARCH – WHAT ARE THE PROBLEMS AND CONCERNS?

Introduction

The role of qualitative research has constantly been at the forefront of debate within the market research discipline. Many times, clients question both the validity and reliability of qualitative/focus group findings, citing issues of reliability between groups/respondents, content validity,1)and respondent...

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