Psychology of Market Research: Archetype Study on Craftmanship
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Authors
Baird, Tyson
Issue Date
2001
Type
Thesis
Language
en_US
Keywords
Alternative Title
Abstract
NOP Automotive is one of the world's most successful and recognized market research
companies. With offices set up around the world, NOP provides clients with extensive
fieldwork such as clinics, focus groups, and archetype studies. Archetype research is a
psychological approach to understand the unconscious aspects of a given culture.
Archetype studies unlock unconscious codes that shape every culture's way of life. The
Smith Company hired NOP Automotive to conduct an archetype research study on the
meaning of the word "craftsmanship". The Smith Company prides itself on the
craftsmanship of its products that it sells to the automotive industry. The archetype study
revealed that craftsmanship is thought of as skill, how well things were made, careful
attention to detail, and pride.
Description
iv, 30 p.
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License
U.S. copyright laws protect this material. Commercial use or distribution of this material is not permitted without prior written permission of the copyright holder. All rights reserved.