Quantitative market research

To produce quantifiable data and statistical security

Quantitative market research

Quantitative market research methods produce quantifiable data and statistical security. They are an indispensable part of the clients’ business activities because they provide them with valuable insights for brand strategy development and business development decisions. They are useful when you need to get statistical data and objectively inspect market conditions or target groups. They are conducted in partnership with independent fieldwork agencies. They are used to do audience profiling, analyze brand strategies and monitor brands and campaigns.

Methods

Qualitative methods vary according to the way they are applied:

  • CATI (Computer Assisted Telephone Interview) – Phone interview with the assistance of a computer
  • CAWI (Computer Assisted Web Interviewing) – Web interviewing with the assistance of a computer
  • CAPI (Computer and tablet assisted personal interviews) – Personal interviewing with the assistance of a computer or tablet
  • PAPI (Paper and pencil interviews) – Written interviews

CATI

Phone interview with the assistance of a computer

With telephone surveys Client gets full support in development of questionnaires, in the implementation of phone interviews and in the extraction and analysis of collected data.

 

Thanks to this methodology we are able to conduct phone interviews with the highest levels of quality and accuracy, granted by the lack of administration mistakes. We reduce the length of interviews fieldwork and data collection timings. We provide you at any time with polls, statistics and reports related to the survey in total transparency.

 

The main advantages of telephone surveys are efficiency, relatively low costs, the availability of a large variety of tools for quality control as well as the possibility to interview any hard-to-reach categories of respondents. All conversations are recorded and the audio recordings can be listened to at a later date.

During telephone surveys, calls can be made to randomly generated numbers and also to specially selected respondents that have been previously provided by the customer.

CAWI

Web interviewing with the assistance of a computer

Is an online methodology that allows to interview in a very short time a really wide sample of respondents, which, in many case, are also statistically relevant.

 

The respondent fills out an electronic form without the prompting of an interviewer, it is possible to share with the respondent’s multimedia stimuli (images, videos, links, etc.) related to Client products and services or to the competition’s ones, with the purpose of obtaining direct and spontaneous information.  The completed questionnaire can be sent by e-mail or posted on the website.

 

Through this type of survey we can reach general population (i.e.: inhabitants of a country in Europe or in the World, employees of a company, etc.), but, thanks to online panels, also specific groups with set prerequisites (i.e.: owners of specific types of product/object, people with peculiar familiar conditions or health status, etc.).

 

Moreover, being CAWI a methodology that leverages the web, independently from the width of the sample, it guarantees effectiveness in the fieldwork and in evidence collection, but also costs and timing optimization. It enables companies to explore the behaviour of Internet users – companies can then access these results in real time via the web interface. It is a method that provides a way of communicating with a more elusive audience with no geographical restrictions imposed on the research conducted.

CAPI

Personal interviewing with the assistance of a computer or tablet

Personal interviews are one of the main methods of collecting quantitate data.

Interviewer in person directly communicates with the respondent and the questions are based on the strictly structured questionnaire.  Interviews can be conducted anywhere, at the place of work or respondent residence, on the street or in advance defined point of sale. These types of interviews help determine the level of brand popularity and brand recognition, how to define optimal product price, define customer habits, segment them on behalf consumer behaviour during shopping, evaluate market capacity, analyze consumer media benefits as to establish relationship of potential consumer to specific product or service. 

PAPI

Written interviews

Before computer, research was generally done by conducting interviews with paper and pencil. After computer revolution this was replaced by other methods of data collection. It is still used somewhere where data is collected from small sample, with non-complex questionnaires and when is simpler and faster in some special circumstances.

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