- Methods

In ConsumerTalk we provide specialist market research expertise. These services are delivered by a small team of experts, headed by Dr. Iris Kalka. With every project we build a new structure, combining at times several methods of data collection. No one project looks like the other. We take in account not only its aims but also the range of possibilities to implement the findings.

In Israel we have pioneered with ethnographic methodology in academic research, prior to implementing it and adapting it to commercial settings. We employ various methods within the fold of ethnography, including self-ethnography, the latter being a tool that allows access to various situations at home as well as in the public arena, otherwise not accessible to direct observation (e.g how men shave....).

We have developed special expertise in the field of content analysis, and utilize this method so as to promote an empirical approach both in ethnographic projects as well as in projects that call for focus groups or in-depth interviews.

We have turned recently to behavioral observations as a way to supplement already existing services which our clients have enjoyed over the last decade. We believe that by observing people we can decipher 'what make consumers tick', that is, what their underlying motivations are, and we have adopted the most advanced technologies to carry these observations. All along we are attentive to methods that follow people in their daily, routine actions, while at the same time we are aware that it might be equally important to listen to what people have to say.