Qualitative and quantitative research

The uniqueness of our approach lies in the continuous integration of quali-quantitative research methodologies and tools.

Since 2007, we have involved people to enhance their experience with digital and physical products and their interaction with surrounding environments. In recent years, we have further developed our investigative methodology, looking to neuroscience and cognitive science and combining them with user experience research and anthropological research methods to improve our understanding of the emotional responses generated by the different experiences that people live through every day.

Qualitative and quantitative analysis approach
When we analyse a scenario, our initial approach is quali-quantitative and consists of:

  • a qualitative research phase intended to gather the elements that make up the analysed event and to understand the needs and motivations underlying people’s choices and their reference models;
  • a quantitative research phase to validate the insights emerging from the qualitative phase. It involves measuring people’s behaviours and attitudes and classifying the data using statistical methods.

The goal of this approach is first of all to obtain a more complete and reliable view of the analysed event, based on interpreting explicit and implicit feedback and gaining a deep understanding of people’s expectations, their behaviour and their real needs.

Today, many different tools and techniques are used, and they are all accounted for in our method of listening, detection, measurement and restitution of experiences. A method that is applied, as we have seen, to people who may be users or customers. A plastic method that changes, grows and is refined by the continuous contribution of researchers, scientists, professionals, entrepreneurs and users.
A model that we hope will spread, thereby integrating and extending the methods of recognition and restitution. The object and the approach to strategy change during the research because the mixed methods that we apply is carried out as a continuous process, i.e. continuous improvement, which develops partly during observation (the blending of observation and analysis) and is retroactive and cyclical in nature (theoretical reflection and consequent re-reading of the observed elements).

The goal is always the same: direct engagement in order to gain the deepest possible understanding of the people we refer to, detecting opinions and attitudes to create experiences that are much more pleasant and aligned with their expectations.


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With people’s Experiences

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