We have an exceptionally strong grounding and long track record in quantitative research for our clients—both consumer and B2B. Our practice covers a wide range of subject matter, modes of data collection, and data analytic tools.
Our subject matter expertise includes:
- Advertising testing
- Channel performance
- Churn mitigation
- Competitive analysis
- Concept testing
- Customer/Employee satisfaction
- Demand estimation
- Market opportunity analysis
- Market segmentation
- Pricing analysis
- Product development testing
- … And more
Emerging technology has stood our industry on its head in recent years when it comes to methods of data collection.
- The acceleration of caller ID technology has played a major role in driving down telephone survey response rates to the single digits (a steady decline from the 70%-plus response rates of the 1970s, when our senior management first began doing public opinion polling).
- The rapid growth of cellphone-only households (in 2012 over one-third of all U.S. households) and cellphone-dominant “dual user” households has made the traditional RDD landline survey untenable, yet the enormous cost of cellphone sampling (often 5 times the cost of landline sampling) makes multi-mode landline/cell sampling cost prohibitive for many research applications.
- The rise of consumer and B2B panels has moved to the forefront as a method of data collection, but the opt-in nature of all panels raises questions about the true representativeness of online research; and the fact that 20% of the population (disproportionately low-income households) do not have Internet access at home means that a significant segment of the population is simply omitted from any probability at all of being sampled in online panel surveys.
- The growth of mobile technology allows a new opportunity for survey sampling, but reaching people on the go typically requires a questionnaire length much too short for many client needs.
The bottom line is that there is no perfect mode of data collection (if in fact there ever was one). From our perspective, which method of data collection is most appropriate comes down to two things:
- Having expertise, as a research firm, in the full range of population frames from which to sample; and . . .
- Knowing which is most appropriate given (a) the consumer or B2B target and (b) the budget limitations for the study.
We have extensive experience in all of the following data collection methods for quantitative research applications:
- In person (face-to-face)
- Combinations of the above
Finally, when it comes to the analysis and interpretation of survey results, we believe that while frequencies and crosstabs often can tell the whole story, answers to some business questions require digging well below the surface findings; and we have expertise across the full range of data analytic tools:
- Cluster analysis
- Conjoint and discrete choice
- Correspondence analysis
- Discriminant analysis
- Factor analysis
- Latent class analytics
- Perceptual mapping
- Predictive modeling