There is no one standard answer to the best approach and technique. While our understanding of the most modern psychology (morphology) is the powerful engine of our insight work, the techniques vary from project to project and from audience to audience. Here are just a few examples:

Qualitative:

- In-depth interviews and focus groups
- Accompanied shopping and in home interview shopper/consumer
- All day immersion (great for telco and houshold challenges)
- Consumer collaboration/co-creation workshops
- Time lapse insight (great for long decision categories)
- Eye tracking - Experience labs

(semi) Quantitative:

- Observation
- Diaries
- Quantitative research (segmentation/conjoint/……)