Measuring what really matters
Our survey tools measure what matters - how people feel, how they
make choices, what they really notice - not just what they say about
Eye Tracking is an objective measure -
where are people looking when they are exposed to ads, or are in a
store or exhibition. We use fixed and mobile eye tracking, and the
latest software to provide clients with measurements of how things
work, and how they can be improved. That is why we won an effectiveness
award for research. Wouldn't you like to know exactly where your
customers or viewers are looking?
COG uses behavioural economic thinking in survey design and in
analysis. We gather information from psychological and conjoint
studies, and ethnographic observation, and we make sense of it using
behavioural economic principles. The role of loss avoidance in car
purchase, or of heuristics and framing in brand choice have been
validated through our studies.
Most purchase decisions are made automatically. Asking people what they do and why
is not as good as watching
they do (and then asking why). We have developed a cost
effective way of following people as they make decisions (to use
websites, buy cars, buy groceries, drink alcohol) using a mix of online
diaries, 2 way texting, online video, self recorded video and
These projects can last a week or several months, but they mean we track how decisions are made, and pick up all the influences and factors that intervene.
IEP (implicit explicit persuasion) testing allows us to measure both the conscious and unconscious take out from a communication. We can identify the emotional strength of communications (that happen unconsciously) as well as identify the rational messages that are ‘taken out’ from the message.
Implicit tests are designed to understand our unconscious feelings and prejudices, rather than measuring our thoughts. They work in a different way to any conventional quantitative research (that asks people to tell us what they think they think) and allows us to identify the powerful emotions that lie behind consumer decisions. They are perfect for getting beyond respondents knee jerk reactions to brands (and questions).
We work with leading modelling programs to identify price elasticity, utilities and hierarchies, using Max Diff and Adaptive Conjoint as part of our online offer. We have 15 years experience of using these modelling techniques and combining them with conventional survey design to help identify the new product with the best chance of success.
SURVEYS THAT MAKE PEOPLE THINK
Most online surveys can still be dull - and they can be too long. We
work with our clients and our designers to ask the most important
questions in the most interesting and accurate ways. Over 90% of our
respondents enjoy our surveys and are willing to be re-interviewed.
Good survey design means better data and respondents who will come back.