With application of two techniques, In Vivo, qualitative, and K200, quantitative, offer a diagnosis of the brand based on the purchase behaviors.
The In Vivo interview allows to differentiate what the purchaser makes of what it says, exploring in store the real determinative of the choice of the product in the point of purchase.
The analysis of the qualitative material can be continued with a quantitative work applying questionnaires that follow the same logic mannering of In Vivo interviews.
It is possible, thus, to get a trustworthy measure of the behaviors of purchase, the strength of the brands (resistance to competition, to discount and to out of stock) and the influence of factors present on the point of purchase (assortment, merchandising, packing, prices, promotions, environment, etc.) and how they are or not capable to change previous intention of the purchase.
The results help to elaborate a marketing mix adjusted to the reality of the purchase.
