Benefits to You:


1. Enriches questioning strategies during your interviews

–Identifies respondent “hot buttons” -- real time:

• Emotional reactions
• Cognitive processes
• Stress levels
• Veracity

Thus, gives researchers the real-time option of exploring respondent "hot buttons" in greater depth
 

2. Enriches, more reliable analysis  during and after interviews

• Add new insights: Identifies "high voltage" topics (excitement, rejection, confusion, etc)
• Helps explain underlying sources of resistance, receptivity, confusion
• Enables researchers and clients to identify, then exclude less reliable data
  
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