Qualitative Pathfinder™ is PRS’ approach to gathering shopper feedback and screening a broad range of packaging, merchandising or branding concepts early in the creative process. This research typically serves to identify the strongest directions and to provide guidance for expanding and optimizing these concepts prior to additional research.
Issues typically explored in Qualitative Pathfinder™ research programs include:
In addition, PRS often complements Qualitative Pathfinder™ with PRS Eye-Tracking in order to address an issue that is not accurately gauged via group discussion: Initial viewing patterns and communication hierarchy. Viewing patterns are gathered as a diagnostic measure, to:
PRS Eye-Tracking is conducted with quantitative sample and in parallel with the qualitative research, so that findings can be reported simultaneously.
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