Projective Techniques
  • Most qualitative research techniques are projective in nature.
  • The primary basis of any projective technique is the presentation of an incomplete thought. The respondent's completion is of value.
  • This method of eliciting answers is used extensively in both the Focus Group Discussion as well as the Depth Interview.
    • Thematic Apperception Test
    • Story Completion
    • Picture Completion
    • Personality Projection
    • Obituary Writing
A workshop is an ideation tool. It is a focused brain storming session conducted with the consumers. They are four to five hours long. The selection procedure for the workshop is intense and thorough. Ideas generated for the consumers by the consumers.
Fcous Group Discussions
  • It is an interactive research method that uses the dynamics of a group to understand the consumers better.
  • Focus groups are the most common of all the qualitative research techniques and often the most misused.
  • At Ormax we use a number of different kinds of group discussions
    • Intimate groups
    • Cluster groups
    • Argumentative groups
Depth Interview
  • These are interviews that are usually conducted one-on-one. They are the best method for an in-depth probing of personal opinions, values, and beliefs. As the consumers are not biased by social pressures, of conforming to a group and taking part in its dynamics.
  • Its loose structure and very flexible flow allows for a greater level of comfort between the interviewer and the consumer.
In Shop Observation
Non-Participant observation within stores. Observing the customers flow through the shop, their shopping styles, group dynamics.
Day After Recall
This tool is used to measure the amount of audience recall one day after exposure to an advertisement or commercial or content. This technique was at first used only for television but can now be extended to radio, print and outdoor advertising as well.
Ideation Technique
Ideation is a systematic technique used for searching targeting opportunities in the form of new features, new products, new markets, and new services.

Techniques like:
  • Brain storming
  • Brain writing
  • Brain walking
  • Headliner
  • Magazine rip and rap
  • Wish technique
Experimental Game Simulations
Consumers are placed in experimental situations, in order to understand their reaction to that particular stimulation. This has a variety of uses while testing products and services.
Mystery Shopping
It is a tool used to measure quality of retail service or gather specific information about products and services. Mystery shoppers, posing as normal customers, enter a store and perform specific tasks-such as purchasing a product, asking questions, registering complaints or behaving in a certain way - and then provide detailed reports or feedback about their experiences.