The K&A Psychodrama answers the crucial question of success: Why?
If marketing wants to influence the consumer’s choice of brands, it has to know and to understand the rational and emotional motivations for buying behaviour. But this seemingly so self-evident task confronts marketing and market research with problems.
There are several communication problems with the consumer which can’t reliably be solved with conventional methods.
1. The consumer is unwilling to say what is moving him.
He is often inhibited through e.g. social standards and personal fears.
2. He does not know what is moving him.
Most people are not even aware of the reasons for their consumption behaviour.
3. He is unable to articulate what is moving him.
The consumer is – in the true sense of the word - "speechless".
So conventional methods are always faced with the difficulty that the interviewee can express his buying motivations only very superficially via verbal statements. The Psychodrama is a technique which deeply explores emotional experience via ‚asking without asking‘ and makes it outwardly visible and comprehensible. A Psychodrama with approx. 10 participants takes 8 hours and allows the use of most different exploring techniques. The Psychodrama integrates the most significant methods of data capture - inquiry, observation and experiment - in just one research instrument und thus balances out their specific deficiencies. We do not know any other method which is able to figure out the emotional, social and rational motives and benefits as well as the inhibition levels for products and brands in such a reliable and comprehensible way. The Psychodrama proved its worth in more than 500 performances both in Germany and abroad (for further information, click here).
The classic qualitative market research techniques such as individual explorations, in-depth interviews, expert interviews, group discussions have their own justification and are applied by us when they are adequate to solve and answer problems and questions.