BY DATA COLLECTION METHOD
The best method to collect reliable statistics. One of the most efficient methods of collecting information. When studying the populations of big cities, telephone surveys provide the best representativeness.
We use our own CATI system (in other words, a call centre) with 56 workstations, which best lets us effectively conduct telephone surveys across Russia.
The survey is conducted in a specially equipped room near a location where target audience members congregate. Respondent recruitment is generally done right outside.
Most often used for testing samples of some sort (products, designs, concepts, etc.), because it allows for the demonstration of a great number of stimulus materials during the survey (packages, products. etc.). We use this method quite often, because our Clients’ business requires regular testing of new innovations.
Interview after trial use of product samples. Lets us evaluate the appeal of the product to consumers in the natural setting of at-home consumption.
A home test is conducted in at least two visits, between which the respondent uses the sample product provided. At the first visit, it is verified that the respondent fits recruitment criteria, consumption behaviour traits are measured, and the trial samples are left. During the second visit, respondent satisfaction with the sample is measured.
A relatively expensive method, but oftentimes, the nature and volume of the research tasks necessitates it. We conduct home surveys across Russia and the CIS, but when possible recommend less expensive and more effective methods (telephone surveys, hall tests) to our clients.
Despite their cheapness, we generally do not recommend this method, due to the impossibility of attaining a random sample. However, there are situations when street surveys are best suited for your goals (for example, the need to get approximate figures ASAP, with a minimal budget).
Used to evaluate the level of customer service at a retailer. When conducted regularly, it can be a good tool for additional sales team motivation.
Standard Qualitative Methods:
Focus groups (simple, mini, creative, conflicting, etc.), dyads, in-depth interviews. The best method for procuring in-depth information and developing hypotheses for the company’s marketing tasks. These methods are rather efficient, time-, budget-, and information volume-wise.
Special ‘Ethnographic’ Qualitative Methods
(observations, immersion, home visits, etc.):
A good method for immersion into the consumer’s real life, allowing us to get and visualize trustworthy information about the role of products/brands in the consumers’ lives and verify/develop insights.
Analysis of secondary data and open-source data. Armchair research is not our company’s primary specialization, but the combination of armchair research and primary data collection is optimal for a number of tasks.