Common qualitative research technique used by companies for marketing purposes

Small number of participants (6-12), from within a company's target market are brought together and led through discussions of important company and brand topics by a moderator

Why you need it:

- To get open and complete perspectives on the brand or product.

- To gain insight about the way the group views the brand, product, related images, slogans, concepts or symbols

Qualitative research technique that involves conducting intensive individual interviews with a small number of respondents to explore their perspectives on a particular idea, program, or situation

Face to face interview using a discussion guide which facilitates the flushing out of the respondent's views through open ended questioning

Why you need it:

- To get detailed information about a person's thoughts and behaviors.

- To explore new issues in depth

- If the potential participants may not be included or comfortable talking openly in a group, or when you want to distinguish individual (as opposed to group) opinions about the program 

Secondary research used to review previous research findings to gain a broad understanding of the field

Why you need it:

- To perform competitive analysis of product portfolio,- To develop a new product presentation strategy on the local market,
- To design a strategy for product usage in a foreign market,- To explore the unmet requirements of various products and find competitive advantage

- Online resources,

- Call Centers

- National Statistics offices,

- Conducted social and marketing researches and etc.

Is a data collection method when the interviewer directly communicates with the respondent in accordance with the prepared questionnaire. This method enables to acquire factual information, consumer evaluations, attitudes, preferences and other information coming out during the conversation with the respondent.

Face-to-face standardized/semi-standardized interview is a quantitative research tool. Therefore, it is applied in national or certain region population inquiries, consumer, and customer or reader surveys. Furthermore, this method is practiced when performing Omnibus and Ad Hoc researches.

Data collection methods:

TAPI (Tablet Assisted Personal Interviewing)

PAPI (pen and paper interview)

CATI platforms was launched in Gamma Research with 30 full time interviewers. It is combining telephone interviewing capabilities with online surveys, enabling mixed-mode methodologies. This is especially important in b2b research studies where several data collection methods may be necessary to maximize response rates.

*Provides safer data collection in response to the new challenges posed by the COVID-19 pandemic and the growing need for security-focused methodologies.

At least half of population go online at least once a day to communicate, search for information, do their shopping and lots of other things. Some of them actually live online; so this is the place to interview them.

Advantages:

It is possible to test images, videos, conduct click tests

Real-time control of data, including export of data and answer distribution at any moment during the survey

Limitations: Difficult to research for some target groups