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Schema research costs are similar to good conventional qualitative research - around £2,500 to £3,000 per group. What types of project is Schema Research used for? The most common use of the methodology is as a part of design and research projects leading to the redesign of brands. A typical dilemma for many mature brands is how to retain brand loyalists but extend their franchise to new consumers. It identifies key brand imagery so it can be protected, but also identifies imagery which is relevant and appealing to new consumers. Clients can use Schema research as a replacement for conventional qualitative pack research. Can Schema Research identify signpost brands? Yes! Signpost brands have a great advantage over other brands. They are the ones that consumers recognise most easily at point of purchase. Because of this they have high levels of interaction and tend to justify prime shelf locations. The assumption that a large spend on advertising automatically creates a signpost brand is incorrect. Advertising only generates awareness of in-store of brands where there is also a unique pack design that is easy to recognise and recall. Has the methodology any other applications? Environmental design is an important use of the technique. Companies who wish to create a favourable impression on their workforce, visitors or consumers to generate goodwill or incremental sales. We all use the visual language of environments in our everyday lives without thinking. Our behaviour in a church or a library is different to our behaviour in a pub or a restaurant. We do not think about this as our reaction is subconsciously driven by the signals coming from the environment. The user of an environment has a subconscious code which drives their behaviour in reaction to the design and management of an environment. Clients can tap into this code to positively influence users in terms of their use, the amount of time they spend in the environment, or their purchasing decisions. How does Schema Research differ from conventional qualitative research? The format of Schema Research is similar to qualitative research as it consists of a number of research sessions with representative respondents. It differs from conventional qualitative research as it seeks to define a consumer’s cognitive map of the signals that influences their behaviour in relation to the environment or it contents; Think of this as a palette of signals e.g. scenes, styles, colours, shapes, symbols, aromas, words or music. Because the use of these signals is subconscious, designs or other stimuli that consciously appeal to consumers in a conventional qualitative research group may not be the ones they actually react to in a store or any other environment. Schema Research seeks to identify the true drivers of behaviour by using research techniques that analyse stimuli individually and combines the disciplines of research, design and psychology in the analysis process. If you have any questions about Schema
Research contact Rob Barker on 01865 341263
or click on Contact Us. |
