Combining the depth of qual with the robustness of quant
The Big Fixture
The Big Fixture is a quali-quant approach designed to give you complete confidence at the final stage of the design process.
By combining a range of behavioural methods, The Big Fixture gives you the robustness of quant with the depth of qual.
The Big Fixture begins with a shopping task, with participants asked to make choices as if they were shopping for real. The interviewer records and times these selections, as well as noting verbalised responses.
Tailored to the project objectives, eye tracking is used with a portion of the sample during the simulated shop to provide insight into the visual equities that drive stand out, recognition and implicit shelf communication.