Marketing Research

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Qualitative Research

This approach is designed to explore the underlying reasons, sentiments, perceptions, and variables impacting consumer behavior and decision-making processes. It is non-quantitative, and the results are presented as descriptive narratives.

Applications of Qualitative Research

  • Identifying concepts for product packaging, logo, and media designs.
  • Discovering decision-making criteria or attributes used in evaluating brands.

Our Services

  • Research Methodology Design: Development of a comprehensive research methodology to guide the study.
  • Discussion Guide Creation: Formulation of questions for interviewers and moderators during qualitative interviews.
  • Respondent Recruitment: Identification and recruitment of suitable participants for the study.
  • Focus Group Discussions: Organization and facilitation of group discussions to gather insights from multiple participants simultaneously.
  • In-Depth Interviews: Conducting individual interviews to delve deeper into participants’ experiences, opinions, and behaviors.
  • Observation (Audit or Mystery Shopper): Direct observation of a specific environment or service to assess its performance or gather contextual information.
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Quantitative Research

The quantitative research method is widely recognized as a fundamental approach. This method is characterized by its reliance on numerical data, typically obtained from a larger sample size. It involves the application of various statistical techniques, ranging from descriptive to inferential statistics, to analyze the data. The primary focus of quantitative research is to identify and understand the “what” aspects of consumer behaviors, rather than delving into the deeper motivations or reasons behind these behaviors.

Applications of Quantitative Research

  • Estimate brand market share.
  • Compare brand strengths and weaknesses based on attributes identified through qualitative research.
  • Visualize brand perception (brand image) using a brand perception map.
  • Evaluate customer satisfaction and customer journey.

Our Services

  • Questionnaire Design (Paper): Create a paper-based questionnaire to collect data from respondents.
  • Online Questionnaire Generation: Convert the paper questionnaire into an online format using an appropriate platform.
  • Data Collection (Survey/ Field Work): Conduct the survey or fieldwork to gather data from respondents using the online or paper questionnaire.
  • Data Entry and Cleaning: Enter the collected data into a suitable software program (e.g., SPSS, Excel) and clean the data to ensure its accuracy and consistency.
  • Data Analysis: Analyze the collected data using statistical or other appropriate methods to extract meaningful insights and draw conclusions.
Research Findings
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How much does research cost?

The research cost varies depending on various aspects, such as difficulty in accessing target respondents, number of respondents, studied locations, and complexity & sensitivity of questions. This lets us assess the reasonable cost of each project.

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