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UNDERSTAND THE NEEDS OF YOUR TARGET AUDIENCE THROUGH MARKET RESEARCH

Online Surveys

One of the most common and effective ways to administer a questionnaire in modern times, online surveys allow those completing the survey to provide honest answers from the comfort of their own locations.

Desk Surveys

Desk survey is a type of market research tool or technique, a service that we offer our clients, which however refers to an introductory or preparatory research or survey, and involves the gathering and analysis of secondary data and then reporting into a subject matter with the use of relevant data already made available.

Telephone Surveys (CATI interviews)

A smart way to gather survey answers, CATI allows an interviewer to read survey questions to the subject and record them as they are answered.

Focus Groups

Focus group interview is a form of qualitative research where a group of people (usually 6-10) are asked about their opinions, beliefs, perceptions and attitudes towards a product, service, advertisement, concept, idea or packaging

Online Surveys

One of the most common and effective ways to administer a questionnaire in modern times, online surveys allow those completing the survey to provide honest answers from the comfort of their own locations. Typically, respondents are able to complete a survey at their chosen time, rather than scheduling time for a phone or Face-to-Face interviews, which makes this a good solution for those who want a wide variety of answers and a large sample size. Depending on the type of questions asked, either open ended questions for qualitative answers to multiple chose for quantitative answers, online surveys can reach a lot of people and get a lot of answers in a short amount of time, as long as the target demographic has access to a computer and is able to operate it.

Desk Surveys

Desk survey is a type of market research tool or technique, a service that we offer our clients, which however refers to an introductory or preparatory research or survey, and involves the gathering and analysis of secondary data and then reporting into a subject matter with the use of relevant data already made available. In literal terms, we say its digging out information already made available either from internet publications, published reports or in printed forms such as books, and previously collected statistics. Our perception about Desk survey is why spend more time and resources which can be channeled into more productive ventures, on primary research, when you can employ the expertise of our seasoned Desk Researchers in other to get the necessary information needed for your research which off course would not involve an extensive and expensive field survey. Desk Surveys are not fund gulping, however, the general notion that comes to play in people’s mind is that when a big idea, or innovation is about to be birth, it must definitely need a lot of funds invested into it and by default merits an original piece of research, which should have been subjected to series of market survey’s and information analysis. It is not so; our desk researcher’s believe that Information which is in the public domain has to a very large extent been scrutinized by the public itself. This is not to say that it will be all correct due to the various points of view researchers have. But we believe that it could have been criticized severally and our researcher would further judge its accuracy.However, it is pertinent to note that desk research also has its own limitations compared to other types of market research that we offer. This is one reason why desk research is not a major service offered by market research agencies such as ours. It may be difficult for agencies to carry out projects based on desk research. This would deliver a scanty report in the end; when a spring of information could be gotten from other types of market research. For this reason, our desk research is carried out in-house by our skilled desk researchers, which would involve minimal costs, saving you from much more expensive fieldwork.

Telephone Surveys (CATI interviews)

A smart way to gather survey answers, CATI allows an interviewer to read survey questions to the subject and record them as they are answered. The computer program assists from dialing to customizing questions, and checking answers for consistency. It also speeds up the interview process, due in part to its ability to skip questions when they don’t apply to the interviewee. Aside from speeding up the interview process, one of the major benefits the CATI system offers is its ability to customize questions based on the responses of the interviewee. This application of logic helps to get quality data, as it can notify the interviewer when an answer is in accurate. It can also find incomplete answers or highlight areas that may be better served by getting further detail.

Computer Assisted Personal Interviewing (CAPI)

For complex interviews, or those that have lengthy questions, CAPI is the ideal solution to interviewing needs. Depending on how the survey is done, either the respondent or interviewer is given access to a computer at which they can answer the questions. Typically, both the interviewer and the respondent are present at the time during which the survey is administered, although it is possible for the respondents to complete the survey on their own, which is known as CASI, Computer-Assisted Self Interviewing. Like the CATI, the program is able to scan for inconsistencies and ensure the most accurate information to those administering the survey. It can also provide interviewers with mobility to conduct their studies in places like trade shows, shopping plazas, and even schools and workplaces, depending on the nature of the survey. CASI is often a preferred method for gathering personal information that a respondent may be uncomfortable answering to an interviewer. Users are able to be more candid and honest when they can answer their survey privately. It is also best for a tech savvy respondent demographic, as respondents must navigate their own way through the survey without the guidance of an interviewer.

Focus Groups

Focus group interview is a form of qualitative research where a group of people (usually 6-10) are asked about their opinions, beliefs, perceptions and attitudes towards a product, service, advertisement, concept, idea or packaging. Questions are asked in an interactive manner and the participants are free to interact with other members of the group and the moderator. The research question been studied is a key factor that influences the design of a focus group as well as the appropriate sample size. In order to gain sufficient insight there may be need to conduct more than one focus group interview, the sampling will depend on the 'segmentation' or different stratifications (e.g. age, sex, socioeconomic status, and health status) that the researcher identifies as important to the research topic. During a focus group discussion, the level of moderator involvement vary from high to low degree depending on how structured the questions are and the group dynamics. In a focus group discussion, more than one researcher may be present apart from the moderator, the role of these researchers is to take note and observations during the discussion or even to take recordings of the discussion. Audio and video recordings are taken during focus group discussion to enable the researcher re-access the discussion afterwards or for transcription.

In-depth Interviews (IDIs)

IN-DEPTH INTERVIEW methodology is one of our Market Research methodologies we use in surveying business owners, high-level executives, community and business leaders, key opinion influencers, technicians, specialists, and other professionals about complex or highly sensitive topics. IDIs also known as a one-to-one interview is a qualitative research method, in which just one person is interviewed, usually for 10-30minutes or more. It can also be occasionally prearranged over the phone, with the use of web cams, Skype or similar videoconferencing tools as far as both parties have them available.

Some advantages of IDIs include:
  • We can establish a good rapport with participants to make them feel more comfortable and at-ease, which in turn can generate more insightful responses as regards sensitive topics.
  • Our Interviewers would have the opportunity to ask progressive questions, probe further for additional information, and then return to key topics later on in the interview this is generate a better understanding of trends, attitudes, perceptions, motivations, etc.
  • Highly valuable finding can be identified very quickly even sometimes in first interview, because IDIs are potentially insightful.
  • Another advantage of IDIs is that general body language, such as facial expressions, mood swings and non-verbal communication can be observed, example how the correspondent fells about a particular topic. Such cues give added information which can be integrated with what a person says or feel about a product, service or concept.

Mystery Shopping

Mystery shopping is a research tool for gathering specific information about a brand, product, service or process without revealing the identity and purpose of the mystery shopper to the establishment being evaluated. Mystery shoppers carryout specific tasks such as buying a product, registering complaints, asking questions, behaving in a certain way and giving detailed reports about their experience during these activities.

Some of the information our mystery shoppers take note of include:
  • Speed of service
  • Types of products shown
  • Product details such as packaging and size
  • The sales pitch used by the employee
  • The time it takes for the mystery shopper to be greeted or attended to
  • Cleanliness of store and vicinity
  • Number of employees in the store at the time of visit
  • Names of employees
  • Whether or how the employee attempted to close the sale
  • Compliance with company standards relating to service, store appearance, and grooming/presentation

Ethnography

Ethnography is another data research technique we offer at Zacrac. It is relatively different from other forms of research which may involve testing of hypothesis or research been subjected to laboratory analysis. It refers to a qualitative research or systematic study on the human society, concentrating on the people and their culture. This research observes the society from the point of view of the subject of the study, and it is represented graphically in writing on the culture of a people (society). Our main focus on Ethnographic survey includes the following:
  • We focus on describing the culture of a people in very detailed manner, for example; what is the norm and how do the people work, their way of life, and how they communicate.
  • We also subject this type of research to field work, whereby data is collected mainly through interviews, historical artifacts, signs and symbols, and observations.

How our ethnographers work?
  • Our ethnographers (for example) focusing on a community would seek to find informants who are very knowledgeable on the activities of the community, and then, these informants may search for other informants who would represent the community. This process is seemingly effective in revealing common cultural players linked to the subject matter of research.
  • Ethnographic research can range from a realist perspective, in which behavior is observed, to a constructivist perspective where
Ethnography relies greatly on up-close and personal experience with the correspondent and so, Participation rather than just observation, is one of the keys to this process. Ethnography is however a very useful tool in social research.

Authentic Survey Data Collection and Market Research Solutions

  • Definition of research objectives
  • Questionnaire Design
  • Questionnaire Programming
  • Field Work and data collection
  • Data Analytics

Beyond data collection, we turn data into information and information into insight.

  • Data Visualization
  • Data Cleaning
  • Data Transformation