Simply preparing the data for intensive, comprehensive analyses takes 4- 6 hours of preliminary work per interview. However, the analysis is not a "black box" although special training and software are required. Clients are welcome to participate in the analytical and interpretive steps.
One of the first analyses performed is the identification of relevant constructs. A construct is literally a "construction" of meaning created by the researchers to represent important thoughts and feelings among consumers.
The research team seeks to identify the essential ideas held by a group of consumers with respect to an issue. Similarities evolve because each individual's personal ideas are influenced by those around them, generally people of similar lifestyle, social class, and cultural background. Additionally, they are exposed to common marketing stimuli such as advertising.
Constructs represent the key features of the "mental terrain" of consumers' minds (concepts, ideas, emotions, values, thoughts, and feelings of importance to consumers). Clients can use these constructs as "design criteria" for designing marketing communications, creating new products and services, or evaluating marketing strategy.
People possess mental models that help them "get along" in the world. Understanding these models is essential for developing and implementing effective business strategy. We identify these mental models by creating consensus maps - networks of interrelated constructs. We aggregate the mental models of individuals in a special way that shows the consensus among them. The resulting consensus map helps managers understand how a marketing effort can affect one construct and through that construct, impact other constructs.
Much of a construct's meaning is dependent upon the constructs to which it is linked. For example, knowing that a consumer mentions "fear" says little about what "fear" really means to that person. Seeing a link between fear and "irresponsibility of others" or between fear and "uncertain and confused" gives much more insight and understanding. Understanding the pattern of relationships among constructs shared in common by consumers is a source of insight in developing strategies and reengineering future thinking about the research topic.
Clients are encouraged to ask questions about the consensus map, such as: How would I like this map to look? What changes would I like to see? How would I bring these changes about? What part of the map does a competitor occupy? These maps become important strategic playing fields. An example of a full map is shown here.
