ANALYSING ROOT CAUSE (ARC)
Analysing Root Cause (ARC) is a qualitative technique that aims at finding the actual reasons for change/transformation in usual or habitual purchase behaviour. It explores the subconscious state of purchase evaluation through systematic laddering & microscopic analysis of consumer behaviour. ARC focuses to explore the choice parameters beyond the general and identifying the Trigger Action Points (TAP) when these parameters are re-evaluated.
