Methodology

At AREJA Institute, we believe that the phenomenon of consumption, whether related to a product, service, or news, must be situated in its historical time, in its time frames, and in its sociopolitical context – in a meaning horizon marked by the social fabric in which it is immersed.

It is essential that qualitative and quantitative research be developed within this perspective so that we approach the phenomenon in the best way possible, dedicating time to describing and understanding it, always considering the tensions and contours given by context - marked by a certain dynamic of society and by its economic, social, and political markers.

Qualitative

Qualitative research consists of an unstructured, exploratory, small sample-based methodological research approach that provides insight and understanding of the context of the problem being studied. Its objective is to understand what is in the consumer's mind. By adopting qualitative research, we seek to understand the reasons behind the choices, determine the degree of preference of consumers regarding competing brands and discover underlying motivations. In short, we seek to delve into different dimensions that can pave the way for behaviors and attitudes that can explain a given phenomenon.

Among the techniques of qualitative research, the following stand out:

· In-depth interviews - in person or online

· Focus groups

· Ethnographies and in-home interviews

· Walk-along and shop- along

· Bulletin boards

Quantitative

Quantitative research uses data collection to test hypotheses based on numerical measurements and statistical analysis to establish behavioral patterns. It is directly linked to the quantification of data, experimentation, measurement, and rigorous control of facts, allowing generalization, and obtaining results from a sample that represents the population. This method is ideal for identifying trends and averages, as it verifies the ratio between variables, involving a larger number of subjects and enhancing the generalization of results with greater objectivity and precision.

There are different quantitative research methods to address a general or specific audience:

- Personal or face-to-face interviews CAPI (Computer-Assisted Personal Interviewing)

- Telephone Interviews or CATI (Computer Assisted Telephone Interviewing)

- Online interviews

- Home product testing

- Product testing in central location

- Mystery shopping