PRS IN VIVO is committed to sharing our knowledge through academic collaborations, white papers and presentations.

Qualitative Research for the “System 1” Shopper

At PRS IN VIVO, we recognize that humans use two modes of thinking which govern their decision making process, and ultimately drive behavior.  This concept of ‘System 1 and System 2’ was introduced by Daniel Kahneman in 2011 in his book Thinking, Fast & Slow. No doubt, this concept also applies to shoppers as they…

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The Importance of Real in Qual: To Price or Not to Price?

At PRS IN VIVO, we emphasize the importance of context to drive sound Qualitative insights.  As such, it is critical to include a category shelf or store environment when conducting packaging and shopper research. This approach often leads to questions around how “real” the shelf should be – and specifically should pricing be included. Since…

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