April 1, 2011 (Note the date…we hope you enjoy the fun that NGMR Bloggers had today)
One of the issues which has troubled Qualitative Researchers is how to dive deeply into the facets which motivate consumers to make buying decisions. Various “laddering” techniques have been used to get below the rational to the emotional drivers. Panoptika has been one of the leading practitioners of these techniques, but some Respondents remain resistant.
Building on the popularity of techniques such as EEG, Eye-tracking and other monitoring devices, Panoptika today announces the introduction of the Milgrim Respondent Instigator (MRI) device.
Based on the famous Milgrim Experiment, Respondents are connected to the Moderator by a series of electrodes. When the Moderator senses that the Respondent is not forthcoming with their emotional drivers, the Moderator gives the Respondent an electric shock, “encouraging” the Respondent to dig deeper into their motivations. The Moderator is able to “ladder” the voltage to a high enough level to uncover the true motivation driving the Respondent behaviour.
Steve Willson, one of the Partners in Panoptika, notes “It doesn’t take too many shocks before the Respondent spills their guts. Clients like it, because it really shortens the Qualitative process. You can condense a 50 minute interviews to 15 minutes with just a few sharp shocks.”
If you’d like additional information on Panoptika’s MRI tool, please contact us at our MRI Hotline: 277-453-6657.
Around Panoptika’s Table is an NMGR Top Blog.