Mercator

The Logic for Research

Research is necessary because perception is more potent than reality. Brad Gilbert, in his book ‘Stumbling on Happiness’ describes this very clearly.

“Distorted views of reality are made possible by the fact that experiences are ambiguous - that is they can be credibly viewed in many ways, some of which are more positive than others. If we were to experience the world exactly as it is, we’d be too depressed to get out of bed in the morning, but if were to experience the world exactly as we want it to be we’d be too deluded to find our slippers.”

Research Philosophy

Our philosophy is to design research with a view to making it as easy as possible for our client’s customers to tell us as much as possible about how they feel and behave and to report it in a relevant and actionable way.

Research Techniques

Qualitative-
  • Group Discussions
  • Individual Interviews
  • Advertising Testing
  • Packaging Testing

Quantitative-
  • Product Testing
  • Eye-tracking
  • Advertising Tracking
  • Exit Interviews