Market surveys can be conducted face-to-face, via phone or online. A representative sample is obtained for a given market or population and a questionnaire designed to test messages or identify attitudes on specific issues. Results are then coded and tabulated.
An accurate, representative market survey allows you to accurately, scientifically and objectively identify and extrapolate attitudes to a specific market or general population.
A small selection of people, representing a specific market are led through a focused discussion, designed to explore their opinions on a specific issue or general theme. They are professionally moderated by an expert, observed, recorded and transcribed.
Focus groups explain the “why” behind data. They allow you to interrogate and better understand the reasons people hold the views they do.
A pool of experts, opinion formers or influencers are identified and then led, one-on-one, through a focused discussion, designed to explore their opinions on a specific issue or general theme. They are professionally moderated, recorded and transcribed.
In-depth interviews allow you to gauge expert or influential opinion, as opposed to the more generalised sentiment of focus groups. They mitigate against group think and allow for positions and values to be interrogated in detail.
A baseline representative sample is refreshed on a regular basis, producing a daily, weekly or monthly moving average (frequency depending). The same questions are then tracked, producing a trendline for each question, tracing shifts in sentiment.
A tracking polls allows you to see the impact of strategic decisions and creative executions on public sentiment over time, and against the backdrop of current affairs. In this way, to identify strengths or challenges, and adapt any strategy accordingly.
Dial-testing is the real-time collection of feedback to live or recorded content. Participants are each given in-personal dials, which allow them to register approval or disapproval with what they are observing. That data is then tracked in graphic form.
Because dial-testing records individual responses, it mitigates against group think and memory bias, and allows for more accurate measurement of “in-the-moment” perceptions.
Analysis & Strategy
Any data set is only as valuable as the insights drawn from it. A full analytical analysis, using in-depth statistical tools, allows for trends to be identified, to describe how data relates, and to graphically illustrate the insights that underpin any subsequent strategy.