Interview module

  1. Compare - Association: In the first step the three elements (brand, products, etc.) are compared. The interviewee decides which two elements are similar to each other in contrast to the third (associate).

  2. Designate - Justification: In the next step the respondent characterizes the similarity of the two selected elements in their own words. Then the opposite of this characterization is given (justify).

  3. Vote - Classification: In the third step, interviewees assess all elements based on their personal differentiation (rate).

Analysis module

The contents of all interviews are aggregated to several topics by special factors analysis (Rotating 3D Space).

The aggregated statements, desires and needs can be filtered out from the subjective evaluations of the interview (see fig. top).

At a glance expectations and trends in public opinion can be found.