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    Antropological Research

    The Anthropological Research Contribution

    Brandman Institute is leading the penetration of anthropological researches into the Israeli market, with the goal of giving the client a closer and deeper access to the consumer.

    The anthropological research's authenticity makes it the primary tool in every marketing creative decision making process.

    Since 1999, we have successfully customized anthropological models for the Israeli market and society's specific conditions. The models are a practical and handy tool for a variety of different fields such as food, banking, communication and retail.

     

    Anthropological Groups
    Maximum accessibility to state of mind at buying moment      

    Groups based on evidence from the field: photographs, tapes, hand picked instruments and props. The material is used as a stimulus tool for the guide conduct.

    Advantages:

    >> The product's status based on the consumer's life (instead of artificial focus)

    >> Breaking group-participants' repeated words-cycle

          New insights

    >> Better access to hidden needs and the consumer's state of mind at buying moment

    >> Preventing avoidance to "social forethought"

          Legitimizing description of unpleasant situations

    >> Preventing entrenchment in the "pre-defined" issues

          Openness in listening to new messages

     

    In-depth Interview Accompanying the Consumer
    Mapping of consumers movement in the store with accompanying interview

    Advantages:

    >> Designed model for analyzing the store's layout: placing the shelf in comparison to other shelves in the store in order to improve the space exploit capabilities in the store.

    >> High Validity due to usage of behavioral measurement tools

    >> Characterization of advantages and disadvantages in comparison to other categories

    >> Opportunity to expose highly preferred locations for products within other categories
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