Traditional interviews only tap into a small % of people’s thought processes. But it is the cognition lying below the respondent’s level of awareness that is largely responsible for decision making.
Our Online Xtraviews are designed by a team of consumer psychologists, with a combination of
explicit and implicit questions created in conjunction with our University partner.
This lets us gain a deeper understanding of what shoppers really think, their genuine reactions and the emotional levers driving the ‘why’.
A small number of interview questions are video recorded by respondents to allow facial coding analysis in order to validate their responses, and detect any rationalisation.