- FOCUS GROUPS
A data-collection method which enables qualitative specialists to determine the attitudes of people who are informed and experienced regarding the subject at hand and to observe these people's value judgments, feelings and opinions.
- GROUP DISCUSSIONS
In this method, information is collected by a moderator from individuals, who are seated around a table to discuss a certain topic in depth, in order to determine different views.
- IN-DEPTH INTERVIEWING
This is a qualitative data collection method used by a qualitative survey expert to explore the opinions of experienced and competent individuals, who are informed on a certain subject, of that particular subject and monitor their value judgements, feelings and thoughts.
This is a qualitative data collection method by which human behaviors and/or situation or attitudes are observed.
- ETHNOGRAPHIC STUDIES / ELECTRODERMAL ACTIVITY TESTS
Emotional activity (stimulation) increasing and decreasing can be simultaneously tracked by wristbands worn by respondents participating in accompanied shoppings, house visits and focus groups. This way the findings can be analysed through an emotional perspective by focusing on the subject shared at that moment, examining the subject in more detail and spending more time in the shopping section ( retail point).
- INNOVATIVE TECHNIQUES / EYE TRACKING
Providing only limited findings based on static images at the time it was developed, “eye tracker”s have become today a trustworthy option which provides fast and scientifically proven results for usability tests in the digital channel, focusing and emotional (cognitive) activation in the media and press. On the other hand, for retail and FMCG shelf tests, product and package tests and moreover smell tests are possible options. Eye tracker is also able to ask questions now. Every question pattern can be integrated to eye tracker tests. Following the display of the images, predetermined questions are directed to respondents, to which they are able to respond with the help of eye tracker’s keyboard and mouse. At the end of the project, this system can generate a comparative report based on the findings. We as ESTIMA have started utilizing this latest model for the first time in Turkey. Not preferring to use any leasing options, ESTIMA utilizes Tobii’s high resolution 24” T60XL device, which is fully owned by ESTIMA. The fact that said device is owned by us provides the companies we serve advantage in terms of costs and time.
- EMOTIONAL ACTIVATION
As Estima, our main difference in “Eye Tracking” studies is our ability to estimate consumers’ emotional activation parameter by using a special software. Emotional activation estimated through “Pupil Dynamics”, “Blinking Characteristics” and “Gazing Behaviours” is a fruitful and distinctive element in eye tracking tests.