Psychology of Market Research: Archetype Study on Craftmanship
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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.