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Research Methodologies

At IID, we employ a variety of research and analysis methodologies, ranging from general methodologies to new techniques, to address our clients' needs.

Research Methodologies

Quantitative Approaches

Behavior prediction
  • To create a model for predicting selection and purchase behavior whereby the probability of the target consumer behavior can be predicted
    • Logistic regression analysis
  • To gain an intuitive understanding of consumers' decision-making processes through an artificial mathematical model of the subtle, unverbalized information-processing that takes place in the human brain
    • Neural network
  • To obtain a ranking of target items that appropriately measures and reflects consumers' degree of preference
    • Paired comparison
  • To explore the specific features of consumer segments for a marketing strategy
    • Linear discriminant analysis
    • Cluster analysis
    • Latent class analysis
Factor exploration
  • To explore the latent factors behind consumer behavior and preferences
    • Factor analysis
  • To understand the mechanism driving consumer preference
    • Covariance structure analysis
  • To find, from among many correlating variables, the cause-effect relationships that are really important
    • Graphical modeling
  • To analyze the criteria that determine consumer behavior, including the degree of importance placed on product selection criteria
    • Group analytic hierarchy process (AHP)
  • To explore the factors involved in preferences and purchase behavior that consumers themselves are not aware of
    • Conjoint analysis
  • To select the best product based on an analysis of the relative influence of the various factors involved in consumer behavior and preferences
    • Principle component analysis
Product mapping
  • To understand the similarities between products in consumers' minds
    • Correspondence analysis
    • Multidimensional scaling
  • To explore what kind of product should be made when entering a niche market
    • Exploratory positioning analysis
Concept creation
  • To explore what kinds of designs would appeal to what kinds of consumers
    • Rough set
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Qualitative Approaches

Understanding the reasons for opinions
  • To get an understanding of opinions in the context of individuals' lifestyles, values, and tastes
    • One-on-one interview
  • To see how a product is actually used and gain a deeper understanding of the circumstances surrounding usage
    • Home visit interview
  • To see how a product is actually used and gain a deeper understanding of the cultural, historical, and lifestyle-related factors involved
    • Ethnography
  • To understand the similarities between products in consumers' minds
    • Positioning map
Understanding the reasons for behavior
  • To identify problems with a product via observation of usage behavior
    • Eye tracking
  • To understand reasons for behavior and problem areas via on-site observation of behavior
    • Shadowing
Making use of interaction
  • To gain a deeper understanding/to hear out different opinions via relatively homogeneous groups
    • Group interview
Mutual understanding of influence
  • To understand what physical and psychological values the product features are linked to
    • Evaluation Grid Method
Giving concrete expression to abstract values
  • To create a shared vocabulary for expressing psychological phenomena that are difficult to verbalize
    • Photo sorting
Professional opinion/evaluation
  • To collect professional, “bird's eye-view” opinions/To hear opinions inclusive of technical trends
    • Professional interview
  • To collect opinions from top professionals in other fields/To coraborate and exchange ideas for product development
    • Creator workshop
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Usability/Human-Centered Design

User study
  • To identify users, their usage behavior, and the reasons for their behavior
    • User scenario method (Contextual inquiry)
    • Ethnography/Fieldwork
Design concept development via persona-scenario methodology
  • To draw up a design concept through the behavior of an imaginary user (persona)
    • Work model analysis
    • Persona creation/Behavior scenario creation
  • To create a design that is based on users' needs and demands while cutting development costs
    • Paper prototyping
User test
  • To conduct tests from the prototype stage to the completed product stage with the objective of identifying problems
    • Think aloud protocol user test
  • To see quantitatively the degree to which a task is achieved, and assess the effect of improvements
    • Performance test
  • To enhance the objectivity of tests by analyzing human eye movements
    • Eye tracking
Professional evaluation
  • To identify problems and areas for improvement by having experienced usability engineers evaluate the interface
    • Heuristic evaluation/Cognitive walkthrough
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Composite Approaches

Evaluation of actual products by target users
  • To obtain quantitative/qualitative evaluations of confidential materials
    • Central location test
    • Clinic
Quantification of, and understanding the relationships within, natural language
  • To understand the incidence and relationships of words in open-ended text
    • Text mining
Quantifying and visualization of users' line of vision
  • To gain a quantitative understanding of eye movements on the target material
    • Eye tracking
Design/Concept development support
  • To collect reference materials and opinions on design/To work collaboratively on design
    • Design creation support
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Research Methodologies
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