What are “JFIs”?

• CMC's method of Ethnographic Market Research.
• Joint = CMC + you, working together, in person.
• Field = CMC brings you on-site. We select from 3 categories of B2C sites and 2 categories of B2B sites.
• Investigations = “detective-style” research. Iterative, constant-honing inquiry.

When should JFIs be done?

• When you want to get “under the radar” of what other research methods can deliver. Getting the “missing pieces.”
• When you want to “paint the cultural picture” of how your target “lives out” your product or service category.
    • How they buy
    • Why they really buy, i.e., the primal motives
    • The role your product plays in their lives
    • How they actually use it on their “turf”
    • How they feel about the experience

What “unique deliverables” will you get with JFIs?

As part of the “missing pieces” and “cultural picture”, the JFI method delivers what we refer to as the “3 M’s”:

• Motives: the primal “drivers” that aren’t freely articulated in focus groups or surveys
• Metaphors that “decode” what’s behind the narrative, i.e., their inner experiences
• A “meta” cognitive Map, integrating all the insights into a flow diagram that shows “how” your customer thinks. The “cog map” is often an excellent catalyst for new ideas and solutions.

What are some features of CMC’s JFIs?

CMC's proprietary method includes:

• A superior, multi-dimensional way of selecting the right metros and participants for study
• Client immersion into the target’s “turf” = opportunity to discover by living “their experience, their way”
• Special conversation techniques that provide extended narratives, rich with revealing metaphors
• Collaborative cognitive mapping techniques
• Video capture of demonstrations or activity flows/rituals