Qualitative Research

Know how the public and the market perceive your business
It is an exploratory research that identifies subjective and emotional aspects relevant to decision-making with regard to products, services, concepts, image, communication market, etc. It is a very information-rich approach, capable of identifying opinions, expectations and motivations in a deeper way, enabling knowledge, understanding and interpretation of certain behaviors of customers, non-customers, ex-customers, market and competition. It is a very conducive way to generate insights.
The most used techniques are:

Quantitative Research

Clear and reliable data for an objective view of the business in decision making
Quantitative research enables decision making with a greater degree of certainty, as it guides itself through representative samples of the universe to be considered and covers the relevant segments for each analysis. The data collection usually takes place through structured questionnaires with objective (closed) questions and also with open questions that allow the free expression of the interviewees.
The most used resources are:


The union of marketing with science
Find answers far beyond the questionnaire. Neuromarketing makes it possible to know and evaluate the emotional and spontaneous reactions when a person is exposed to advertisements, brands, products, websites, advertisements, among other stimuli. The technique goes beyond ‘conventional’ research, where only questions are answered and complements the analytical approach with the instinctive and the emotional, based on technical and scientific measurements. Consumer reactions can be perceived by means of equipment that measure heartbeat, monitor eye movement, identify facial expressions, capture electrical currents from the skin, among other body reactions that in conventional methodologies are not noticeable, although they almost always influence significant way in decision making.

At Checon, different biometric measurement techniques are used and these resources have been permanently incorporated into the scope of our supply, as technological developments are consolidating.
Among the most used, the following are worth mentioning:

Usability (UX)

Understand how your customer uses your company’s platforms
Usability testing is a technique used to evaluate the experience of a customer, consumer, prospect or just a user. Each participant is asked to perform typical tasks while their behavior is monitored by a data collection instrument and a moderator. It is important to note that Checon has been using EyeTracking since 2009 as an aid tool in usability testing in evaluations of portals, websites, screens for self-service machines, etc. Information such as’ 1a. fixation area ‘,’ fixation time ‘,’ number of visits’, ‘the way the screen is covered’, ‘perception and influence of banners’, among other numerous metrics. As with other types of research, it is important to properly select users who are representative of the public during the preparation of the study. Many usability tests focus on what people do, however, at Checon we also delve into what they say during (or after) navigation, to enrich the study with qualitative technique.

Secondary Data

Insights for your business with information already available in the market
Comprise surveys of market data, research documents available

Business Intelligence

All your data in one panel, with all possible combinations
Dashboards (panels) customized for monitoring indicators in your company