The qualitative department is of the utmost importance in marketing research because it provides feedback for strategy-related decision- making. By providing information as to the how and why of things and a comprehensive focus, qualitative research is ideal for diagnosing social, cultural and emotional patterns and variables that influence the public's perceptions, attitudes and behavior. The methods most often used by qualitative research are focus groups, micro sessions, in - depth interviews and creative groups. Which method we use depends on the study's objective and our client's specific needs. In addition, at Pearson we endeavor to remain at the cutting-edge of research techniques and are continually designing and implementing new tools. Those we use most frequently are: Perception Analyzer: This electronic system records reactions, impact, liking and interest in external stimuli, such as images, text, ads, etc. Ratings are recorded on a continuous graph that provides immediate, reliable data that enriches group discussions and the researcher's analysis. Positioning Matrix: This ranking mechanism allows for comparative classifications and hierarchically arranges attributes, products, services and brands into relevant axes. Sketch: This technique reveals factors that might remain hidden during group sessions because individuals fear evidencing them within a group. Usually used when dealing with beliefs, political views, subjects involving intimacy or personal modesty or to learn about longings or fears associated with specific situations, objects, products, people, etc. Judgment: This useful tool is used to diagnose notable attributes, satisfaction, image-related strengths and weaknesses, perceptions of change and evolution, etc. It is only used for categories previously known by consumers. Personification: This projective exercise gives us a quick, reliable look at feelings associated with brands, services and/or products. Party: This tool detects the position and emotional image of brands, as well as the degree of identification with them. Several products or concepts are introduced and participants are asked to make-believe they have become people attending a party. Collage: This basically projective tool helps to clearly identify agreements and discrepancies in the opinions, values and expectations of participants. The "playful" atmosphere encourages them to express their feelings and emotional commitments freely. All these data-gathering techniques and tools are used to obtain complex information in an organized and clear manner. With the support of our associates companies we offer: Moderators and analysts specializing in different market segments. Fast response capability The country's best qualitative research installations. Video conferencing: PEARSON can link up international video conferencing through the focus vision network, the world's leader for the live transmission of focus groups. Recruiters In-house recruiters to guarantee the quality and truth fulness of focus groups.