Design

Reporting

Even the best research won't speak for itself. As market researchers, it's incumbent on us to tell the story of the results in an interesting and
insightful way.

The first function of reporting is to answer the original questions that motivated the research project, and to do so thoroughly and effectively. We strive to go well beyond the basics, immersing ourselves in the data in search of unanticipated, insightful facts or relationships. Because "a picture is worth 1000 numbers," we prioritize fact-filled charts or graphs over seemingly endless columns of numbers. And, while all of the study's results will be available for the client to peruse, we strongly believe that the core of a research report should be a carefully curated collection of important, actionable results.

Analysis

The stakes are high when selecting an analytical method. If the techniques used don't fit the research question, then the results will be ineffective at best, and misleading at worst. But when a study's research question, data collection, and analytical methods all fit together harmoniously, the result is quite powerful.

Fortunately, contemporary market research offers many useful tools for analysis. Some, like crosstabs, could have been used to understand trends in the horse-and-buggy industry. Many, like regression for key driver analysis, TURF for line optimization, or Kano for product development, make creative use of data. And the very latest methods—new varieties of discrete choice modeling or segmentation—rely on the proliferation of computing power in the 21st century. Sometimes the choice of a method is obvious, and sometimes it's more subtle. But whatever methods are used, we always answer research questions on their own terms, going well beyond simple tallies of significance and keeping the primary focus where it should be—on business impact.

Survey Design

A survey is, in essence, a conversation between you and the survey respondent. And, like all conversations, the experience should be enjoyable for both parties. We take a "common ground" approach to market research survey design, crafting questions that make sense in the consumer's world, and that will also inform the client's business questions. We make the experience an engaging one, using innovative question types to get and hold respondents' attention. And we consider it paramount to respect the respondent's time—in today's busy world, there's a lot to be said for surveys that are "short
and sweet."

If you treat respondents well by providing them with a well-designed survey, they will treat you well by providing the useful, high-quality information that is essential for actionable market research.

Sampling

Every project needs a solid foundation, and for quantitative market research that means an appropriate sampling plan. The fundamental idea is simple: if you want to get the right information, you have to ask the right people.

We begin the sampling process by working with our client to define the population of interest: customers, users, purchasers, owners, intenders, decision-makers, influencers…or anything else under the sampling sun. We answer the eternal question "what should my sample size be" on a case-by-case basis, balancing business benchmarks with statistical precision and sample cost. Then, we choose a survey method—usually online, but possibly including phones or mobile devices, and, when needed, in-person interviews. Selecting a high-quality sample source ensures that our research will reach, and represent, the desired population. Finally, we consider the possibility of weighting the final data to ensure the representativeness of the final results.

Our sampling processes are motivated by one, vital goal—to establish a strong foundation of quality data that will fully support our research.