| Illogic |
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| Illogic® is a new tool
that helps the qualitative researcher make analyses.
It is an instrument to find a solution and to put
into words the most correct, complete and refined
diagnosis possible. |
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| In order to get a clear view
on perceptions, thoughts and motivations, it is
however not enough to analyze the words and phrases
used by respondents; the researcher has to read
between the lines, to be empathic and to use his
or hers intuition. |
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| In order to validate intuition,
one needs to handle it in a systematic way. Illogic®
helps to organize better the intangible intuitive
elements (next to factual considerations) and to
complete or readjust rational thinking processes. |
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| Owing to the fact that the
program can organize and recognize data in so many
intelligent - not necessarily "logical"
but certainly "intuitive-speculative"
- ways, we will obtain extremely precise and fine-tuned
analyses. We will find connections and links between
consumers and products that would otherwise remain
hidden. The human mind is indeed not equal to considering
so many different variables at the same time and
in each case turn up the corresponding data. |
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| The analyst does not need
to continue embroidering on the same theme; he can
follow new tracks, put them to the test, and double-check.
It makes the final hypothesis we will deliver much
more dynamic and many-sided and gives an even more
appropriate approach of the complexity of real life
in all its bearing. |
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