Qualitative
Sensory
Immersion™
(QSI™)
Exploring the mind of consumers.
To best understand consumers, one needs to get “close to the consumer”— extremely close. And the best way to do that is through Tragon's Qualitative Sensory Immersion™.
The program immerses Tragon researchers and our clients into the consumers' world of
use, ideas and concepts. At the same time, we bring our clients' development and marketing challenges to consumers. We ask consumers to immerse themselves in the challenges and help provide solutions as ad hoc members of the ideation team. The program is useful at
all stages of a product's lifecycle. Yet, it is especially helpful in the early stages of category and product development.
Each immersion project is customized, utilizing a variety of cognitive and sensory research methods, including interviewing consumers one-on-one in their home and observing them
as they go about their daily life. Consumer partners are selected for each project based on the unique screening criteria of that project.
Those selected are immersed at all levels of product development. They're assigned interactive tasks to explore and define met and unmet needs in the market, ideal product characteristics, marketing concepts, consumer feelings and expectations, product function and application, packaging, effective evaluation processes related to a product or market challenge and concept/product appropriateness. There are individual and group tasks; each person is given individual tasks before, during, in between and after group tasks.
By first capturing the unbiased attitudes of consumers and then bringing the consumers into a problem solving mindset, the program obtains highly accurate and focused information