MelnikWE HAVE A RANGE OF METHODS AND TOOLS THAT ARE SPECIFICALLY DESIGNED TO EXPLORE CONSUMER MOTIVATION AND BEHAVIOUR. WE ARE FLEXIBLE THOUGH THOROUGH, PRECISE AND INSPIRED. WE WORK WITH OUR OWN DESIGNS AS WELL AS IN PARTNERSHIP WITH OUR CLIENTS.
QUALITATIVE
We don’t syndicate research, we like to do it ourselves, and not only locally, but regionally and globally, because we speak many languages and are experts in translating cultural nuances for our clients from around the globe. As Robert Fripp would put it, we see ourselves as a "small mobile intelligent unit".
more infoQUANTITATIVE
Abbey-Melnik's quantitative research, field, methodology and analysis. Both F2F and online/web based. The team works from a solid understanding of our client's business and based on this is able to propose and design customized research approaches aimed at producing solid, usable results.
Abbey-Melnik's quantitative researchers are more than mere producers of data -- they see their main task to be that of providing answers and direction to clients. They do this by designing top-notch research tools, executing reliable and successful fieldwork, and then interpreting the data and formulating results into findings that are insightful, useful and relevant to the client team.
Like our qualitative team, the goal of Abbey-Melnik's quantitative researchers is to solve problems and create opportunities based on consumer knowledge and understanding.
ETHNOGRAPHY
Drawing from anthropology we conduct ethnographic research for many clients. We use a variety of techniques to study and understand people up-close and in-context, including immersions, video biographies, ethno-diaries, mobile ethnography safaris, cultural analysis and cultural studies, life stories, myth debunking- in various field sites, e.g. dinner parties, pubs, clubs, shop-along and so on. We carry out research in a variety of field sites, from homes, offices, shops, commuter trains, cars, gardens and bars, clubs, hospitals and restaurants.
more infoETHNOGRAPHIC FILMS
In Abbey-Melnik, we also produce a variety of ethnographic films. Our primary focus is quality film production and research by using an audiovisual language that explores social and cultural issues. This research tool can truly capture the story of consumers/users by reflecting their preferences, desires, or tendencies. We record the participant’s behavior, reactions, emotions, customs, experiences, and comments.
Our in-home team consists of young, modern, trained filmmakers and anthropologists who are involved and immersed in developing relationships with the given research participants.
SEMIOTICS
Semiotics is generally underused and under-rated. However, following Umberto Eco, we believe that every cultural phenomenon (packaging, creative, logos, music-icons signs, etc.) can be studied as communication.
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