What is the “id”?
According to Sigmund Freud's psychoanalytic theory of personality, the “id” is the personality component made up of unconscious psychic energy that works to satisfy basic urges, needs, and desires.
Freud compared the personality to an iceberg. The tip of the iceberg above the water represents conscious awareness.
At Idempha we work to help our clients identify the “id” that drives their customers.
What We Do
With a focus on qualitative research and analysis, we explore respondents’ experiences and perceptions to help our clients delve deeper and uncover the human story.
At Idempha, we also know when that needs to be balanced with quantitative data to drive strategic decision-making. We consult with our clients to help identify the most effective research methodology to meet their objectives.
Qualitative
At Idempha, our qualitative research experience allows clients to gain deeper insights and understand the emotional drivers to consumer decision-making. We help clients determine which research method will be most effective in uncovering valuable insights.
Methodologies include:
Focus groups
In-depth interviews
Ethnography
Shop-along interviews
Many of these can be conducted virtually utilizing our network of technology vendors.
Quantitative
Using a variety of quantitative research techniques, Idempha can quantify the findings uncovered during the qualitative phase of research or evaluate new products and ideas.
Examples of research conducted include:
Concept testing
Awareness and usage tracking
Net promoter score development & tracking
Consulting
Frequently, Idempha is asked to consult with the brand team to help:
Evaluate existing research to help identify information gaps that may benefit from further research.
Lead team workshops to help identify different perspectives and gain consensus among the various departments so a logical go-forward strategy can be implemented.
Conduct individual or group meetings with key opinion leaders within the industry to help identify areas of opportunity.
Areas of Focus
Automotive
Banking
Insurance
Food Products
Grocery Retail
Lawn & Garden Products
Medical Devices
Personal Care Products
Pharmaceuticals
