OUR METHOD
Deep (Dialogical Experience Exploration Protocol) is an innovative in-depth research methodology designed to explore the consumer’s unconscious. Its distinguishing feature is transforming interviewees into active research participants. This enables more profound and effective observation.
To achieve this result, participants are trained to recognize their inner state. It also comes with an app that helps capture the flow of experience. That’s why the first phase of the in-depth interviews is mainly necessary for improving the participants’ internal observation ability.
This turns the research into a transformative experience of self-awareness for the participants. In return, the researcher can use the participants as powerful magnifying lenses for their research. This is why we are called Eidethic: we explore the eidetic thought of the unconscious. And we do it in a way that makes everyone a winner.
1. TARGET CO-RESEARCHER
A sample of research participants are selected from a target group.
2. CO-RESEARCHERS’ TEAM BUILDING
Participants are taught to observe their inner state. The goal is to transform them into co-researchers who can be actively involved in the research.
3.INSIGHT COLLECTOR MOBILE APP
During the briefing, co-researchers are taught to use the app that will be used to collect their impressions.
4. CO-RESEARCHERS’ PERCEPTION HUNTING
Co-researchers use the app to capture their impressions on the brand in real time (thoughts, memories, mental associations or real images).
5. IN-DEPTH INTERVIEWS
PHASE 1
Each co-researcher is given 3 interviews of 45 minutes in order to train them to observe their inner state and to enhance the first experiences gathered using the app.
6. FIRST ANALYSIS
A first analysis is made to check the consensus maps between the common elements that have emerged. Any other significant elements are collected and verified for the second round of interviews.
7. IN-DEPTH INTERVIEW
PHASE 2
At this point the co-researchers are well prepared: the second round of interviews will bring the most significant results. The ideas and the consensus maps emerged in the 1st plenary session are analyzed in more depth.
8. FINAL ANALYSIS
The final analysis that summarizes the results of the research is completed by the researchers in collaboration with the marketing team, to achieve a synthesis that can be effectively used by the company.