Power of Polygraph

Power of Polygraph from D&M Research Pty Ltd

By: D&M Research Pty Ltd  05-Sep-2012
Keywords: Market Research, Surveys, Advertising Research

The Power of Polygraph: What X wants from Y: A new way of classifying drivers for the real world.
D&M developed a driver technique called Polygraph, which compares what people say they want (or don’t want) to what they are actually attracted to (or not attracted to). This technique has been showcased at two national conferences (AMSRS) through “What women really want from men” and “What men really want from women” studies, one of which has received three awards and both of which have received extensive attention in the press.
Polygraph classifies drivers into things that attractors and detractors – but more interestingly: Attractors are classified into: 1. Product or service aspects that we simply must have 2.Product or service aspects we would like to have but may be willing to compromise on if other benefits are present 3. Product or service aspects that we may not even be able to articulate but will delight us if they are present Detractors can similarly are classified into: 1.Product or service aspects that we simply do not want to have 2.Product or service aspects we would rather avoid have but may be willing to tolerate  if other benefits are present 3.Product or service aspects that are even more of a turn-off than we are able articulate and are therefore deal breakers.

Keywords: Advantage3d, Advertising Research, Brand Image & Positioning, Consumer Segmentation, Enthnographic, Market Research, Npd Studies, Polls, Quantitative, Segementation, Surveys,

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