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Methodologies

quantitative research

CATI (Computer Assisted Telephone Interviewing): allows efficient data collection and accurate questionnaire administration, the questions being delivered to the interviewer in the correct sequence and the answers entering directly into the computer. It represents a rigorous and fast data collection method, with no geographical constraint. Also, it allows 100% control of the data collection accuracy.

CAWI (Computer Assisted Web Interviewing): offers the respondents all the time they want to answer the questionnaire. With no geographical constraint, CAWI is well adapted to broad geographical areas, offering real time data and real time processing.

Mystery Shopping: the most effective way to evaluate customer service. This technique of analyzing how employees act according to internal procedures and rules ensures the quantification of the level at which quality standards are attained by the company. It's a concealed observation method (Direct visit, Mystery Call / Mystery Email) that allows employees behavior investigation and benchmarking between branches.

Resources

✔ CATI (Computer Assisted Telephone Interviews)

✔ 30 CATI stations

✔ 60 call center operators (8 hours in 2 shifts)

✔ Over 50.000 interviews per year

✔ Specialized Call Center software, that allows interview recording and continuous interviews monitoring

✔ Random Digit Dialing system for Romtelecom, RDS & UPC (100% national coverage), 100% mobile coverage by random number generator.

✔ Complex training sessions with interviewers; pretesting every questionnaire before project launch

✔ Automatic sample generation & management.

✔ CAWI (Computer Assisted Web Interviewing/ Online surveys)

✔ Online panel with 40.000 individuals e-mail address

✔ Specialized software that allows access to the online questionnaire via an unique ID, ensuring that respondents will complete the questionnaire only once

qualitative research

Online Communities: A closed circuit research solution which, through moderators specialized in online moderation, directly connects the consumer with the brands, thus providing permanent feedback and insights to brand representatives. This type of qualitative approach implies a very high involvement of the participants selected to be part of the community. This creates the framework of a permanent and real-time feedback (even overnight) for the various research activities that the participants are involved with. Longitudinal exploration (during a long period of time) of opinions, perceptions and attitudes, along with the versatility of this solution (the possibility to launch both qualitative studies and short-term quantitative ones) are two other important attributes of online communities.

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Ethnography: explores the relationship between culture and behaviour through interviews and detailed observations of consumers in the natural context of product acquisition and use. It provides rich and holistic insights into people’s views and actions, as well as the nature of the location they inhabit.

SliceOfLife: a personalized ethnography method, developed by our research company, that captures on one hand the consumers' buying behaviour in a session of accompanied shopping and on the other hand aspects of lifestyle and consumption through in-home visits to the respondents' residence.

Focus Group: opened discussion group, with 6-8 participants, it is used to emphasize the behaviours, attitudes, viewpoints within different consumers categories. Focusing on discovering the group members experiences and values, we provide our clients valuable information regarding the way consumers think and the reasons for which they are guided towards a specific direction. This type of research is used when clients need to test concepts, messages, products or to evaluate advertising or marketing campaigns. In addition, it is useful in identifying the target group profile, the brand’s characteristics and its correct positioning between brands belonging to the same category. Discovering the target segment beliefs towards a certain product, idea or problem is also targeted through the focus group.

Focus Group - Sub categories

A. Focus Groups between friends: opened discussion with groups of friends composed by 4 to 6 participants. It is recommended either for teens who need to feel comfortable in order to surpass shame and fear of expression or when decisions are made in group or group's opinion is targeted.

B. Conflict Focus Groups: bring together people with different opinions, in order to create a debate that can offer valuable insights on fundamentals that underlie decisions and problems.

C. Online Focus Groups: online discussion group conducted on a communication platform. It is recommended in case of young people spending much time on the internet and willing to have an online conversation regarding their opinions and beliefs.

D. Whatsapp Focus Groups: Focus Groups via Whatsapp: group discussions on Whatsapp. Methodology recommended to younger generations (especially Generation Z - 11-18 years), very familiar with Whatsapp communication. It allows testing of audio-video products and real-time experience sharing. The groups are closed and well controlled by a moderator and co-moderator.

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In-depth interview: through this technique targeting a single respondent, we offer our clients the possibility to obtain detailed information about their consumer habits, preferences, beliefs, opinions, attitudes etc. It is especially useful for studies referring to sensitive discussion topics which cannot be addressed in public or for the situations when the targeted public is an educated, hard to reach one.

Interview - Sub categories

A. Family interviews: refer to opened discussion with a family members. This technique provides the possibility to thoroughly investigate the family's perceptions towards various products and services.

B. „B2B” interviews: face to face interviews with specific target categories. This type of interviews is recommended for the business sphere (middle and top management) or medical field (doctors).

C. In pair interviews: general topics of discussion are addressed, which target couples and not single persons. This methodology offers the possibility to thoroughly investigate the couple's perceptions towards certain products or services.

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Observation: allows us to obtain valuable information regarding people's behaviour in their natural environment. This type of research offers our clients the chance to uncover the perceived benefits of their product or service, determine business opportunities, understand how people actually use their products or services. More than that, we also check right where products and services are used (supermarkets, shopping centres, restaurants etc) the nonverbal expression of feelings, the quantity of time spent on various activities and determine who interacts with whom and the way participants interact.

Observation: Sub categories:

A. Participant observation: the standard observation is followed by an in-depth interview focused on the observation type: assisted shopping, cooking or house cleaning sessions etc.

B. Guerrilla Interview: unconventional qualitative research method that implies the researcher’s integration in the consumer’s medium, not just passively, but also actively. The researcher will act just like the consumer does, playing the consumer’s role. In addition, the researcher will communicate on the spot with the consumers, in order to obtain direct information from them, as from consumer to consumer. This research method allows the researcher to obtain valuable information regarding the customer’s experience, bringing a significant contribution to the crystallization of certain insights. Guerrilla Interview is useful to be applied as extra- methodology in addition to focus groups, in-depth interviews or accompany shopping. Its application can be very wide, from U&A studies and brand positioning, to product and packaging testing.

Resourses

✔ Creative focus groups:

✔ Modern focus-group room with 4G camera and client observation hall

✔ Online focus groups live streaming

✔ Simultaneous translation services

✔ Audio-video recording facilities

✔ LEGO® SERIOUS PLAY® Trained LSP facilitators

✔ LEGO® SERIOUS PLAY® Starter Kits

✔ LEGO® SERIOUS PLAY® Identity and Landscape Kit

Areas of expertise:

Media research: TV, Radio, Online;

Financial Services: Banking, Insurance;

Technology: Telecom, IT;

FMCG: Food, Non-food;

Healthcare: Helathcare Services, Pharma;

Retail;

Automotive;

Oil&Gas;

Utilities;

Social;

Research solutions

We offer a wide range of solutions that allow exploring and discovering new business opportunities, innovate successfully and gaining better financial results through a profound understanding of market changes and psychological consumers’ decision that characterize the purchasing phenomenon:


Market exploration:

Usage & Attitudes

We go beyond standard attitudinal and usage data based on what consumers say is important to them. The methodologies we’ve developed allow us to obtain detailed consumer insights based on what they do, being able to point exactly the marketplace where sales opportunities are.

MARKET SEGMENTATION

Our strategic approach allows us to deliver a multi-dimensional perspective of audiences. By conducting comprehensive studies, we provide objective results, enabling businesses to better target products to the right customers.

market potential

Through the complete economic and competitive landscapes we offer, we enable companies taking the proper steps and good decisions regarding investment opportunities. We are also able to monitor the satisfaction that consumers from different areas have towards the clients’ brands.

Innovation research:

NEW PRODUCT DEVELOPMENT

Our methodology explores and identifies consumption attitudes and habits, based on what consumers believe and say is important to them. Thus, we obtain detailed perspectives on acquisition, consumption and use, being able to accurately indicate the place on the market where there are development opportunities.

PRODUCT TESTING

As innovation and evolution supporters, we are always near our clients when preparing for releasing new products. Determining the products’ effectiveness, reducing the liability risks, ensuring acceptability and maintaining the superiority and competitive edge are the elements we strive to gain during each testing process we manage for our business partners.

PRICE SENSITIVITY

We contribute in determining the optimal price for your products, in order to create a positive impact for your brand in its category. We provide actionable answers to businesses, such us: maximum price range acceptability for potential buyers, consumers’ acceptance degree for the brand's current price, optimal price for a new brand or brand version, demand’s evolution at various price levels, sales dynamics at different price levels, price elasticity index evolution etc.

USABILITY TEST

We always share our motto with our partners: "success only comes when brands meet consumer expectations." Thus, determining the public’s satisfaction towards a certain product or service allows companies to adopt the proper actions that would result in business meeting its targets.

Shopper research:

CUSTOMER EXPERIENCE

We help companies understand the core experience of their customers, reflecting their liking of a company’s business activities, including products/services. We bring a strong contribution to calibrating big business decisions that target powerful reaching impact.

EXACT MYSTERY CLIENT RESEARCH

We evaluate any type of experience, whatever we are referring to retail, restaurants, outlet centres, financial or auto services. If you need to find out how your customers perceive and feel your brand, our team of consultants not only help you obtaining objective information on vendor’s behaviour, personnel’s efficiency and competence, products & services in-store presence etc, but also comes with in-depth recommendations on how your brand should act to become the best on the market.

ACCOMPANIED SHOPPING

By brining to light aspects of behaviour that consumers may not be aware of, or may not be able to verbalise, we help companies assess sales environments, shop concepts, promotional activities, enhance in store product presence etc.

Brand & Communication:

BRAND PERFORMANCE STRATEGY

Our team has the expertise to map your brand's image within its competitive context. From brand performance measurement, to image attributes identification and consumers’ loyalty degree determination, we help you craft a powerful strategy that delivers real results. Our team has the expertise to map your brand's image within its competitive context. From brand performance measurement, to image attributes identification and consumers’ loyalty degree determination, we help you craft a powerful strategy that delivers real results.

ADVERTISING EVALUATION

We offer you not only the expertise to test and track your advertising and media concepts and performance. We also deliver brand’s all channels communication evaluation, accompanied by actionable recommendations that ensure successful businesses.