Meet your consumer

MYC is … a program of qualitative research events (Shop Along, in-home visits, mini-groups, one-to-one interviews) organized by our Institute, which takes care of logistics and consumer recruitment.

The events are led by Company Managers who have, during the year, attended training sessions.

MYC is not … an occasion to make tactical decisions or gain strategic insight, nor should it be used as a substitute for methods of analysis and evaluation processes traditionally used by research institutes.

The main objective is… to come into direct contact with consumers, observe their behaviour and gather impressions to be subsequently examined and investigated through classic research methods.

It is addressed to … Product, R&D, Sales and Communication Managers.

The techniques included in the program … are selected among the ones most easily accessible even to less experienced interviewers.