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Funnel Sessions | Facts & Insights | Home Talks

Home Talks: An introduction of a new tool

What are Home Talks?

This new tool can best be described using an ethnological metaphor: The researcher visits the "tribe" of "consumers" (or a sample of this species) and observes them, talks with them about how they live, what they do, what is important to them, what kind of rules and rituals they have, how they come to decisions etc..

Important is, that the researcher adopts the position of a neutral and attentive observer. All kinds of consumer attitudes, statements and feelings have a meaning. But this meaning has to be identified, interpreted, translated into insights and finally converted into relevant marketing recommendations.

Because, on the one hand all consumers have universal rules, but on the other hand the implementation and conversion of these rules is individual and subjective.

That's why we provide you with a new tool for a better holistic understanding of consumers, their attitudes, activities and behaviour (mental, emotional, cognitive, conscious and unconscious).

What opportunities do Home Talks provide?

Becoming acquainted with the consumer in an elementary way
Mapping of attitudes constancy and change
"Zeitgeist" analysis
Observing and researching of (possible) trends and tendencies
Observing and researching of specific target groups (e.g. youth, opinion leader, singles, mothers etc.)
Observing and researching of behaviour, consumption and products in every-day-life
Holistic consumer analysis

For whom are Home Talks interesting?

For companies, who want to know more about the concrete behaviour of their consumers
For companies or agencies, who want to learn more about the whole "world" of their consumers
For companies, who want to know more about their new concepts or products, and/or the consumer's perception of these products or ideas and their handling of them

What else about Home Talks?

How do Home Talks work?

Approx. 2 to 3 hours duration
With 1 up to maximum 3 persons
At the participants’ homes

How many Home Talks do I need?

This depends on the character and complexity of the research question and is decided individually

Homes Talks are one element of our complex research method "Sights & Insights". Additional modules are: dairies and self-observation, home visits, participating observation, every-day-life analysis, shopping behaviour analysis and expert talks.

We would be delighted to work out a detailed design for your next study and to discuss the opportunities of this method with you.

Just give us a call!