10 Tools for Qualitative Consumer Research

These 6 Qualitative Research Tools are the same tools referenced in the Watson Consumer Research Guide, including:

  • Consumer Journey Cards and Consumer Brand Perception Cards(Pg. 26)
  • Know Your Customer(Pg. 34)
  • Optimize The Consumer Journey(Pg. 36)
  • Recommended Task Flows(Pg. 37)
  • Consumer Mindspace(Pg. 39)

Also included are 4 additional tools to assist you in your research, including:

Recommended Priorities Chart- This chart goes hand in hand with Recommended Task Flows

Consumer Mindspace // Sport Culture Poster- A example custom mindspace map created by WATSON.

Sample Interview Sheets- So you don’t have to create them. No need to reinvent the wheel.

Brand Dichotomies Worksheet- Help frame your brand narrative around a storytelling spectrum. This is a bit outside the realm of Consumer Research, but it will help you better define your brand as you move forward in its development.

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