Methodology
PDI offers the entire range of methods from detailed discussions to creative techniques through group discussions. We use various types of methodology that we know will provide our clients with the answers they need.
Our focus is on quantitative and qualitative research in the industry. We want to reveal our respondents ‘ real, often concealed motivations.
Furthermore, we perform quantitative research to confirm and provide a sound foundation for the results of our qualitative study. Whether you are searching for classical face-to-face interviews, folder tests or concept tests, telephone or e-mail interviews, or want feedback tests, or online questionnaires-PDI can fulfil all your market study requirements.
We remember that every primary methodology for studies should be one and only. This does not mean that projects should not be supported by tried and tested research designs. We commit ourselves to develop and continually improving innovative project management models which will meet the client’s expectations.
We are your full Support service marketing research partner
PDI provides value with our dynamic Libretto. We can seamlessly pull from one or several methodologies to get you the answers you need. Many of our projects use hybrid methodologies, contrary to what was common even a decade ago.
The differences between
Qualitative research and Quantitative research
What is qualitative research?
The qualitative market study offers a thorough analysis of people’s emotions and beliefs. It is a method to accurately look at, rather than frequency, the nature or structure of attitudes and motivations. In essence, a qualitative study determines why individuals are feeling how they are dealing with specific problems and how they affect their behaviour. This category covers focus groups, extensive interviews and usability tests.
Focus Groups
Synchronous Online Focus Groups
Asynchronous Online Discussion Boards
In-Depth Interviews
Usability Testing
Ethnography
Diade
Triad
Mystry Shopping
Eye Tracking
3D Facial Imaging
Sensory Research
Honig Call
MROC
CLT(Central Location Test)
What is quantitative research?
Quantitative market research serves to determine and predict a group’s attitudes, opinions, and conduct based on scientific sampling. Basically, the group’s responses can be summed up to statistically predictable data. This category includes telephone surveys, e-mail surveys, online surveys and at times in-person interviews.
Online Surveys
Mail Surveys
Intercept Interviews
PAPI
CAPI
WAPI
WATI
Telephone Surveys
Reflective Journals
Store Audit
Focus Groups
Focus groups are a kind of qualitative research. They allow a thorough investigation of human sentiments and convictions. They also help us look specifically at the nature or structure of attitudes and drives, rather than determining the frequency (understanding the “warum” behind behaviour). Due to the fact that focus groups are qualitative, the results should not be projected for the entire population.
Typically, focus groups consist of 8-10 respondents and are kept in a one-way mirror focus group facility. Clients sit behind the mirror and watch the debate without being seen. This makes it possible to view non-verbal conduct including face and body language. Typically, your research consultant will have partner facilities to work with. (We are having a tie up with more than 120 focus vision enable facility)
The debates are captured digitally on DVDs. There is also the choice to view groups from other places, including streaming through the Internet.
The group and individual exercises will keep participants interested and make it possible for participants to express their impartial views before hearing them from the other participants. The moderator also controls group dynamics and prevents an individual from dominating the discussion.
Synchronous online focus groups
Synchronous internet focus groups are a qualitative study instrument for collecting data on the Internet from people. Qualitative study enables a thorough exploration of the emotions and convictions of people. Unlike traditional focus groups, however, internet groups give the benefit of bringing together respondents irrespective of place. You are desirable to deal with respondents that are hard to hire and can be performed straight from the office or computer of a participant.
The online process
Synchronous internet focus groups use a safe website to discuss this in a concentrated way. In general, 8 individuals are encouraged to take part in the conversation led by a moderator. Just like a chat-room environment, the group receives questions and participants are encouraged to react both to each other and to the moderator. In order to view visual stimuli (e.g. storyboards, websites and comercials), online focus group facilities are established.
Synchronous online focus groups typically last for 90 minutes. Client can view the whole discussion from anywhere. Once logged in, you can communicate and send the moderator private notes. An on-line group benefit from the automatic creation and download of a transcript of the discussion immediately after the discussion is over. The moderator can then hold an online briefing with its clients to examine the important results from the group discussion.
When is a synchronous online focus group right for me?
Synchronous online focus groups should be regarded where the target market uses the Internet or where respondents want anonymity.. This encourages even shy people to be open and to share honest views on delicate subjects or products. Only if research is not seriously compromised because participants ‘ reactions and non-verbal clues can not be observed, should this methodology be regarded.
What are the differences between synchronous online focus groups and asynchronous online discussions?
Synchronous Online Focus Groups
- Occur within a 2 hour time frame
- All participants are logged in at the same time
- Move quickly – great for when you are looking for immediate top of mind responses
- Feedback from 8-10 respondents
- Responses are short and brief
Asynchronous Online Discussion Boards
- Run over 3-5 days or longer
- Participants log in several times per day, at their convenience
- Slower paced – allow responses to be carefully thought out
- Feedback from 12-15 participants
- Responses are detailed and answer the entire question
In-depth Interviews
In-depth interviews are also called IDIs or one-on-one interviews. They are a kind of qualitative studies that is used to reveal respondents convictions, attitudes and motivations. A thorough interview with the respondent who answers moderator’s questions traditionally, takes place in person or over the telephone.
The interviews last 60 to 90 minutes each, depending on the topic and context. Profound interviews can be conducted everywhere–at job, at home, at the government space, focus vision enable facility or by telephone.
Although IDIs are intended to concentrate on the problems being investigated, the real interviews are rather flexible in that participants can direct the debate to important fields or thoughts that the researcher did not consider initially. It is essential in these circumstances that the interviewer understands the requirements of the client deeply when to pursue an off-topic remark.
It is essential that participants be handled with respect throughout the study phase in detailed interviews. The interview must also be arranged at a convenient moment and location for the participant.
Usability Testing
Usability testing is a type of qualitative research that collects feedback about the design and functionality of different products (Automobile etc) and websites. Historically, software, Websites, ATM machines, printers and Telephone systems have been evaluated with usability Testing. Usability testing enables the easy-to-use, intuitive design and user experience to be evaluated
Usability tests are performed individually with respondents. Usually 12 members are sufficient for the feedback needed. The test is supervised by a qualified moderator. Depending on the interface tested and client requirements, the duration of the real usability test can vary.
Advantages of usability testing
Can be given user input earliest in the design process so that more work is focused.
Can results be obtained with a small number of respondents.
Engineers and designers can find out where test subjects have issues, allowing for rapid changes helping to prioritize improvements / modifying.
As a caution, the outcomes of a usability test of one project should not be planned for other projects. Each project therefore should be tested on its own because there are distinct audiences or purposes for distinct products and websites.
Ethnography
Ethnography is a study form which enables you to understand how products are used in everyday life or in a natural environment. The reason the item is used as it is can also assist to understand the underlying reasons. While many methods of study limit the determination of the product’s interaction with users, ethnographic study enables this connection to be investigated more closely.
Benefits of ethnographic research
- In a natural atmosphere, data collection is generally done. This enables the study to take environmental issues into account. This is usually done in the home of the participant, although there can be also possible shop-long or office investigations.2. There is also a highly important observational aspect to ethnography. Observations are the whole idea behind ethnographic research. If the ethnography is performed, we observe without interfering but ask questions to help you explain more fully what we have or have not observed.
- The most valued benefit is the scientific analysis of the individual environmental and social issues around the user, so that the entire context of use is more broadly understood. It is essential not only to be able to observe environmental but also social influences.
Telephone Surveys
Telephone surveys constitute a type of quantitative market investigation that identifies and predicts the behaviours, attitudes and views of a specific group based on a science sample. The findings of telephone surveys have traditionally been intended to be a demographic representative.
It is essential to examine the correct person and guarantee that the sample size is adequately big in order to ensure your findings are representative. New researchers on the market are always surprised that usually, only 384 participants (mostly 400) have to be surveyed to have outcomes of your study which are representative of one million or more people. The real sample size selected is also determined by the level of detail (i.e. number of market sections to be analysed) needed for the assessment.
Telephone surveys are administered by trained interviewers skilled at probing and clarifying comments shared by respondents. These interviewers ensure that all the questions are answered, unlike a mail survey in which respondents can choose to skip questions..
A questionnaire that eliminates the potential for bias and is arranged to maximize the quality of answers is essential. Each term used in the questionnaire should be thoroughly selected because subtle nuances can have an enormous effect on the outcomes.
Online surveys
An internet survey or survey is a simple, cost efficient way to carry out a market study. A major advantage of this kind of studies is that it is convenient for respondents that they will be able to finish the study online. In addition, participants can usually spend as much time on the internet study as they want.
There are several ways to target your interviewee. A link to the study on your company’s website invites individuals to finish an online survey. You may use this connection to finish the questionnaire for anyone who visits your site and choose to get them back to your website later on.
Another way to target your respondent is to directly send an invitation to complete the survey using your intern database of customer addresses..
An additional way to obtain participants for your online survey is to use an online research panel. In this situation, a panel company draws qualifying participants from people who have opted in. Your research consultant should have access to panels such as these.
Mail Surveys
Questionnaires are sent to respondents by mail using this research method. They are ideal for studies where simple closing questions provide the necessary information. If there are many open-ended questions which need to be tested, a telephone survey could be better.
Mail surveys are usually chosen when the client considers it necessary to provide an opportunity for all potential respondents to participate in the research.
Mail surveys involve thorough attention to questionnaire design, as is the case for phone and online surveys. The wording and order of questions affect the outcomes enormously. We make sure that we eliminate biases and take subtle nuances of wording into account. The questionnaire appearance is optimized as well.
Intercept Interviews
Intercept research is a frequently used way of collecting marketing information. Intercepting research, also known as shop intercepts, is intended to perform onsite surveys of customers while interacting with the company of the customer. Trained interviewees are placed in or close to the study sponsor. The interviewer then chooses employers who enter or leave the company to administer a brief screener to see whether the participant is entitled to the study. The survey is carried out if they qualify.
Another way to collect consumer feedback is through Mall intercepts. However, they do not always take place for a particular company in the mall, but offer the chance to examine customers on a variety of subjects.
All quotas are rapidly encountered in this sort of research, because many many people approached by the interviewer will qualify for the survey.. One disadvantage of Intercepts is that owners and managing firms often have to agree to conduct a research on site. This approval method may contribute to the completion of a research and the application is often refused.
Event audience research
Do you want the registrations to update? Finding your target audiences starts by drive more individuals to your program. Whether your objective is to reach younger audiences or to ensure that individuals return annually, public study and segmentation are a critical strategic move.
Not only will we contribute to bringing more individuals to the gate, but we will also share a message experience that will resonate with them.
What are the main uses of audience research? •
To report to funders, supporters, board
To record what happened
To test new ideas and inform future plans
To generate evidence to support decision-making processes
To be able to respond to changing circumstances more quickly
Methods of data collection
There are various study techniques to learn more about your audience and/or event, and each technique has its advantages and disadvantages. It is always suggested that people with skills in studies should be advised to guarantee that the methodology used is robust and that the information generated are relevant and useful. Some are more complicated and resource intensive than others and some are only suitable for certain uses.
Think always of what you have to demonstrate–do you need solid figures and numbers or a rounded opinion that can take you to fields that you had not taken into consideration? There are strengths and weaknesses for each technique, so we have developed the following key to assist you think of what works best for your event:
Staff resources – do you have enough staff members or volunteers to carry this out?
Access issues – is it compatible with an open and representative access policy?
Face-to-face audience surveys Interviewer-led questionnaires, either using an agency or trained
Follow-up e-survey Collect email addresses on the day and send a link to an e-survey shortly after.
Mini interviews Very short interviewer-led questionnaires, either using an agency or trained festival staff/volunteers.
Vox pops Audio or video recording quick interviews to get immediate impressions/impacts.
Documentation Collecting images and anecdotes in e.g. a scrapbook.
Postcards Capturing data in a small number of questions.
Mystery Shoppers Pre-recruited researchers go ‘undercover’ to test your festival, and feedback using a structured form.
Headcount Use clickers or stickers to count audience members.
Comments books, letters, word of mouth
Focus groups Meet with audience members following the Event
Pros • Gives a lot of depth, so you may find out about issues you’d not previously considered • Give a vivid picture of the audience experience
Cons • Need to be held soon after the Event • Need to spend time recruiting at the Event • Groups may be made up of more engaged audience members, so not necessarily truly representative of your audience • Expensive and time-consuming • Requires skilled facilitation, usually best done by a specialist
Observations Record what audience members do at your event, and how they engage with the content. Pros • Gives an indication of how the audience actually acted, rather than what they reported they did Cons • Analysis can be time consuming • Doesn’t tell you why the audience acted in a certain way
particularly important things to bear in mind: Gathering sensitive data means it’s vital to reassure people about confidentiality. • Ensure an inclusive approach that doesn’t systematically omit any groups. • When using questionnaires, use recognized standard categories.
Secondry Research
PDI can collect and distill available data to deliver what you need to know before launching your next initiative. Trends watching, social media monitoring, communications audits, indepth topic and subject matter research can provide extremely useful information We have special focus on gaining a broad understanding of key global trends that will shape preferences in consumer products.
Secondary research consists of existing research that is publicly available.
Consultancy or research firms may have published industry data or surveys that can help your market analysis without necessarily answering your specific questions.
Despite the restrictions, secondary research can be very useful for an overview of the industry. Particularly useful is the scale of respondents often involved in such research, which may be out of reach of most brands. Bringing in this type of research will give your primary research findings context.
Understanding the market in this way should allow you to identify areas to improve upon, weaknesses in your competitors, and knowledge about your customers and prospects that will improve your marketing.
Research guidelines and data protection
Whenever collecting data about individuals you need to be aware of legislation around data protection. This is a quick summary of legislation and industry guidelines which may be relevant to you; it is not legal advice and should not be relied upon as such
What is data protection?
The Data Protection Act 1998 regulates the processing of personal data. It protects the rights of individuals to ensure that all personal data is stored securely and processed fairly and lawfully.
For more in-depth information on these issues, please consult the websites of the Information Commissioner’s Office (www.ico.gov.uk) and the Market Research Society (www.mrs.org.uk).
The Market Research Society Code of Conduct The MRS Code of Conduct is a voluntary code of practice which all MRS members are obliged to ensure any research programmes we are involved with also follow the code. Even if you are not an MRS member, it’s a really useful guide to ensure that professional standards are maintained at all stages within the research process, giving you better research and putting respondents at ease. The code can be found at www.mrs.org.uk/standards/codeconduct.htm The general principles of the MRS code of conduct: • Research is founded on willing cooperation. It depends upon confidence that it is conducted honestly, objectively and without unwelcome intrusion or harm to respondents. Its purpose is to collect and analyse information, and not directly to create sales nor to influence the opinions of anyone participating in it. • The general public and other interested parties shall be entitled to complete assurance that no information collected in a research survey which could be used to identify them will be disclosed to anyone else without their agreement; that the information they supply will not be used for purposes other than research and that they will in no way be adversely affected as a result of participation. • Wherever possible, respondents must be informed as to the purpose of the research and the likely length of time necessary for the collection of the information. • Research findings must always be reported accurately and never used to mislead anyone, in any way. When carrying out any surveys: • Respondents must not be misled when being asked for cooperation to participate in a research project. • A Respondent’s right to withdraw from a research project at any stage must be respected. • Respondents must be able to check without difficulty the identity and bona fides (credentials) of any individual and/or their employer conducting a research project. • Interviewers must ensure that all of the following are clearly communicated to the Respondent: » the name of the interviewer; » the general subject of the interview; » the purpose of the interview; » if asked, the likely length of the interview. • Respondents must not be unduly pressured to participate. • Interviewers must delete any responses given by Respondents, if requested, and if reasonable and practicable. • Interviewers must not reveal to any other Respondents the detailed answers provided by any Respondent or the identity of any other Respondent interviewed. • Where incentives are offered, Interviewers must clearly inform Respondent who will administer the incentive. • Respondent right to anonymity and confidentiality: the anonymity of Respondents must be preserved unless they have given their informed consent for their details to be revealed. • Strict regulations apply for interviewing children – parent/guardian consent is required for interviewing under 16s.
The Data Protection Act Data protection legislation must be adhered to, and not doing so can have serious consequences. It operates on the principle that individuals must give informed consent to the ways in which their personal data is used. Informed consent consists of two main elements: • Transparency: ensuring that individuals have a very clear & unambiguous understanding of the purpose/s of collecting the data and how it will be used. • Consent: at the time that the data is collected, individuals agree to their data being collected, and have the opportunity to withhold their agreement to any subsequent use of data. This is especially important to remember at the point of collecting the data – the respondent needs to be told why the research is taking place, what it will be used for, and explicitly agree to their data being collected. The eight principles of data protection – personal data should be: • fairly and lawfully processed; • processed for limited purposes; • adequate, relevant and not excessive; • accurate and up to date; • not kept longer than necessary; • processed in accordance with the individual’s rights; • secure; • not transferred to countries outside the European Economic Area unless the country has adequate protection for the individual. What is personal data? The Data Protection Act 1998 applies to personal data about a living, identifiable individual. Although there are some exceptions, it is best to assume that all information about a living, identifiable individual is personal data, and therefore should be treated in accordance with the Act. What is sensitive personal data? Some personal data is classed as sensitive personal data. This type of data is subject to further regulations under the Data Protection Act and can only be processed under certain circumstances. Personal data becomes sensitive if it includes any of the following types of information about an identifiable, living individual: • racial or ethnic origin • political opinions • religious beliefs • trade union membership • physical or mental health • sexual life • commission of offences or alleged offences. Some of these areas, in particular ethnic origin, may be ones which you wish to include in your research in order to monitor diversity. You should only ask for personal sensitive data if you need to – this isn’t to say you should shy away from doing so if it is necessary, just that you will be required to treat it with more care than other sorts of data. On the whole, by sticking with the MRS Code of Conduct you will also be adhering to data protection law. More information is available at the Information Commissioner’s Office, (www.ico.gov.uk).
What if you could find a team with the same enthusiasm for your Project as your own?
Research and consulting companies at all phases of each project have their difficulties. we’d love to become your Project Management partner and take care of all things tech – Reporting, Recruitment, Moderation, Survey Programming coding, Interviewing guidance, and many more.
What We Do
We are rather Field & Tab guys, but we are no stranger to all things beautiful. Because we love to do everything in Marketing research & Consulting for our clients.
During more than 10 years in the industry, we’ve been working with creative and marketing agencies that want to provide extra value to their clients and deliver A to Z services. There’s always an opportunity for clients to hire any agencies or a squad of freelancers, but we believe that the true quality is possible when the expertise & dedication goes together with the streamlined processes: you get a comfortable collaboration and a predictable result.
A white-label approach is not our cup of tea. We’d like to share our Project Management expertise with marketing agencies that are mature to present us to their clients as your data collection partner. Everyone gets more new business – that’s what partnership is meant to be.
How we Perform with Project
Depending on where you are with your product &Project, we can offer you a dedicated team or augment your existing team with our Managers.
The co-creation with dedication is our main principle, which is why we believe that the most efficient approach for project management is the dedicated team..
Why is that happening? In fact, a committed team works on your project alone: know precisely what you would like to get in time.
Our Approach
Experience shows that client and agency work together in the most successful projects and at PDI we believe in your cooperation. It helps clarify objectives and gives us the chance to integrate our project management experience in your research & insights.
Each project is considered in terms of its objectives and required outcomes, and a methodology is developed with you in order to meet your requirements as effectively as possible. PDI always devote particular attention to understanding the underlying demands of your brief in order to give you the answers you really need. At its heart we provide our own fieldwork skilfulness, from telephone (cati), face to face, and internet technologies, which are available for your own assessment or from data-processing to computer tabulations to mini reports and diagrams to complete reporting. We can deliver a graduated array of analytical instruments.
Projects companion for your renowned agency
You are great at research, consulting, marketing strategy and creative things, and we are good at Projects Management – let’s handle amazing Projects together and inspire each other’s growth. In addition to Projects, we’ll stand by your side from the start-up of the development process or a successful project launch and further. Are you open to a real partnership
Let’s Talk !
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