To explore minds and markets
Séissmo helps you to discover new territories, make space for your product/ service in the market place, and make market mechanisms and consumers’ mental maps visible.
Your question might sound like these
- How do women apply make-up? And what motivates them to wear make-up or stops them from using it?
- How is the relationship between health and beauty viewed by women from different cultures?
- What does the way Chinese women apply their perfume reveal about their perception of this product?
- What eating rituals – if any – can be observed: what role do appetisers play in France and Germany?
- What symbolism can be found in a fully automatic espresso machine, in a cleaning robot, in an electric face skin cleansing brush?
- What is the role of the sauce in a pasta dish for Italians and for Germans respectively?
We might answer it with the following tools and techniques
Usage and Attitudes Studies (U&A)
Psychological based research for exploring attitudes, behavioural patterns and motivations, which is ideal for revealing culturally specific occurrences.
Differentiates target groups according to relevant criteria. Identifies what consumers have in common and what sets them apart and how to best communicate with each of them.
Provides an understanding of how symbols/ codes and therefore messages are understood from culture to culture. Séissmo has extensive, long-term experience in this field through collaboration with a network of semiologists and through its membership with the German Society for Semiotics.
Behaviour observation and self-documentation
Observing behavioural patterns allows us to draw conclusions about the underlying motivations. Consumers can also document their own behaviour through diaries and scrapbooks, raising their awareness about a certain issue. However, it might not make sense to attract people’s attention to the topic of interest as it will make their spontaneity biased.
Interviews carried out in places familiar to the consumer e.g. in the home, allows for a deeper insight by establishing a strong rapport and intimacy with the interviewee.
Projective techniques are a form of hidden questioning. These methods of questioning enable us to transfer situations through projection onto other people and objects in a fictional or non-fictional way.
Thanks to projective techniques and professional analysis of these techniques subconscious thoughts can be brought to light.
Free sorting / “tectonics”
Consumers are asked to organise products according to their own criteria enabling us to find out how they make sense of the offering, which product sub-segments they identify and what they anticipate in terms of future developments.
Taking a large blank paper and drawing a timeline of your life: what stages do you see, what products and brands surround you, which habits do you take (and leave), what triggers these moments, how does the environment react… This visual technique enables us to immerse ourselves into one’s past and let context and correlation appear.