Krisis

Why and when?

• When investigating brand health, when a brand lacks life
• In the brand repositioning process, when looking for new positioning areas
• While looking for new concepts
• When new directions are needed for communication
• Pre-tests for adverts when content is controversial

What do you get?

• Detailed analysis of the strengths and weaknesses of a brand / product
• New positioning ideas
• Recommendations addressed to winning over consumers of competitor products, halting negative trends

How?

• A type of focus group based on conflict: 9 respondents split into 3 groups of opposing attitudes
• Respondents have to be assertive and have very firmly-held views on the subject we are interested in; brand users must be its "ambassadors"
• Two moderators, "confiding room" (allowing the individual questioning of a respondent, additional stimulation when necessary)
• The conflict situation provokes the disclosure of real attitudes free of stereotypes