marketing

TYPES AND RESEARCH TECHNIQUES

Are you looking for professional marketing research to help your business succeed and stay ahead of the competition? IBRiS is a team of experienced experts who apply modern research methods tailored to the individual needs and goals of your business. We use the latest technologies and analytical tools to provide you with reliable and precise data necessary to make accurate decisions.

quantitative

qualitative

CAPI

The survey involves the interviewer reading the questions to the respondent and marking the answers on a mobile device (e.g., laptop/tablet) while interacting directly with the respondent. CAPI is a method used, among others, when surveys are conducted in public places, such as at events, in shopping malls, etc. The main advantages of such a data collection technique include:

the possibility of presenting visual and audiovisual materials (e.g. advertisements, graphic elements) to survey participants;
greater likelihood of completing the entire survey due to the direct presence of a qualified interviewer;
verification of the correctness of the data entered by the computer system;
the possibility of learning people’s opinions directly after visiting a particular place or using a service.

CATI

Conducted by experienced interviewers, the interview is less anonymous compared to online techniques, but more convenient compared to face-to-face interviews (e.g. CAPI or PAPI). The main advantages of telephone surveys include:

constant access to data (central database), which allows for ongoing quality control;
the survey allows access to different groups of respondents, including those who do not use the Internet;
the survey is implemented relatively quickly;
we have our own research platform and a team of CATI interviewers;
the survey can also be implemented during a pandemic – a convenient form of contact for many respondents.

We have had our own CATI studio since 2014:

high throughput (up to 2,000 interviews conducted per day);
state-of-the-art equipment and software necessary for CATI surveys;
a stable base of permanently employed and regularly trained CATI interviewers, with several years of experience in conducting this type of research.

CAWI

(Computer Assisted Web Interview). This technique involves the respondent completing the questionnaire independently using a computer or other device with Internet access. The results are directly recorded in a central database. The script responsible for displaying subsequent questions (and instructions to the respondent) ensures that the logical consistency of the collected data is maintained. Interviewing using an online survey is an effective and economical form, allows you to reach respondents at your convenience (the respondent can fill out the survey at any time of their choosing) and conduct the survey quickly. In addition, the CAWI formula allows for the presentation of visual materials to respondents.

OMNIBUS IBRiS

The survey is conducted several times a month (a cyclical survey conducted on representative samples of 1,000 Poles aged 18+) and qualitative research among socially excluded or discriminated groups (educational exclusion, economic exclusion, health exclusion - the disabled, because of gender - inequality of opportunity and barriers for women, etc.), as well as quantitative and qualitative B2B research in various sectors of the economy.

quotation

Request a free quote for your study

IDI

(Individual In-Depth Interview) A direct conversation between two people: the moderator and the respondent. Its purpose is to deepen knowledge of the phenomenon under study and to understand the interviewee’s perspective: to learn about behavior and the psychological processes behind it. The strength of IDI is its individual nature and the moderator’s full concentration on one interviewee. The main advantages are obtaining a large amount of in-depth information from a single person, including contextual knowledge, and the absence of the disruptive influence of third parties such as blocking statements or averaging opinions. IDI usually lasts about 60 minutes. It takes place in a place convenient for the respondent (e.g. his home, workplace – if this justifies the topic of the study) or in a specially prepared room, the so-called focus room.

FGI

(Focus Group Interview) This is the most commonly used qualitative research technique. A discussion among 6-8 people, moderated by the researcher and focused on the topic of the study. Each group lasts from 2 to 2.5 hours. The group nature of the interview mobilizes participants to share their knowledge and experiences, stimulates the generation of ideas. The similarity of participants due to the criterion adopted (homogeneity of the group), promotes the opening up of the interviewees. The discussion can be significantly deepened through the use of projective techniques, which allow to go beyond declarations, and often to reach content unconscious by the respondents or content “difficult to verbalize”.

MG

(Mini Group) This is a modified FGI, differing from the classic version in the number of respondents – 4-5 people. The technique is mainly used for respondents who are difficult to reach (difficult to invite a larger group of people on a given date) or when the priority is to deepen individual opinions, to understand the motivations behind the attitudes and behaviors under study (each respondent has realistically more time to speak).

DIADA / TRIADA

This is a compromise between group and individual interviewing, which, on the one hand, makes it possible to reduce the negative impact of a larger group on the statements of individual respondents and, on the other hand, makes it possible to take advantage of the presence of more than one respondent to dynamize the conversation by encouraging respondents to share opinions, argue and self-analyze.

CONCEPT LAB

This is a modified version of the FGI for evaluating and simultaneously optimizing ideas (usually tested in the form of concepts). Respondents’ evaluations and ideas are used on an ongoing basis to optimize concepts and are re-evaluated. Sessions are held at certain intervals so that it is possible to make appropriate changes to the tested material. Between sessions, short workshops take place with the client to reformulate the concept using the conclusions of the interviews conducted so far. Each successive group thus evaluates an increasingly refined and tailored concept.

MODERATED WEB FORUM

This is a discussion forum launched for a specific period of time, for people representing a target group or parts of it. It gives participants the opportunity to freely participate in a discussion that lasts for several days or more. Respondents record their statements on a given topic, comment on the statements of others, and can attach photos or videos illustrating their preferences or attitudes. This is a particularly valuable technique for groups of young respondents, for whom anonymity is a priority and who express their thoughts and emotions much better through the written word.

CASE STUDIES

A case study is an in-depth and wide-ranging analysis of a given phenomenon, made using a variety of data collection and analysis techniques. It can be used to: present the conditions, factors that shape a phenomenon; gain knowledge about a phenomenon that is not fully defined. The case study uses the following research techniques: desk research (analysis of found data) – e.g. analysis of documents, numerical data, website content; qualitative interviews – IDI, diads, triads, FGI; direct or participatory observation.

In a case study, the focus is on one specific phenomenon – it may be some good or bad practice observed in other studies, or a well or poorly functioning mechanism. Using a variety of research techniques, a variety of data and information about the phenomenon is collected, which then allows for an in-depth analysis and evaluation of the phenomenon – why something is working well or badly.

MYSTERY SHOPPER

To date, we have used the Mystery Shopper technique in surveys for the pharmaceutical, banking, real estate and development, sports services and retail sectors. We use a professional network of external MS auditors. These surveys are used for a detailed audit of the quality of customer service at the stationary establishments of the company commissioning the survey (banks, real estate) or at the points of sale of products (pharmacies or retail chains). The audit is carried out by specially trained auditors who, playing the role of an ordinary consumer interested in, for example, a purchase, check, among other things, the compliance of the customer’s employees with the organization’s standards, collect detailed quantitative data on their visit (e.g. on the aesthetics of the establishment, the behavior of employees, the products offered, etc.), and document their subjective feelings and opinions on contact with the employees of the audited establishment.

DESK RESEARCH

Desk research (analysis of found data) involves analysis of available source materials. Desk research includes: quantitative data analysis (including available statistics, reporting data); qualitative analysis (content analysis of documents, publications, articles, conclusions of available reports).

Stored data analysis can perform various functions in a study, including:

exploratory function – gathering knowledge in order to conceptualize the study, select an appropriate methodology, or construct research tools;
identifying answers to research questions;
providing contextual knowledge to serve as a backdrop for the presentation of the results of an ongoing study.

Selected types of research

Analysis of social media traffic and online content

Internet/social listening analysis is often a “foundational” study to an entire project, providing the necessary analytical context for deep exploration of brand categories (including personal brands) and products (including sentiment analysis, social attitudes, levels of identification, brand image). Areas of study: news portals, forums, blogs, thematic portals, instagram, influencers, others.

U&A survey

This is one type of marketing research, the purpose of which is to gain knowledge about the target group of a given product and to learn about the detailed consumption patterns (preferences, habits, beliefs) of users of a given product and attitudes towards a given brand and a given product category. The purpose of the Usage & Attitude survey is to understand the market and identify new profit opportunities by discovering key data: who to target, how to target and what kind of products.

Market situation survey and exploratory research

The market situation surveys we conduct include a wide range of various projects tailored to the client’s current needs. They are performed: at the stage prior to the launch of a new product/service on the market; when competitive products/services appear on the market; when knowledge is needed about the scale of use of a product/service by particular categories of consumers/recipients; to diagnose the opinions of consumers/recipients about a given product/service; to diagnose new niches and unmet needs of the target group.

This category includes both strictly marketing surveys, such as satisfaction surveys, propensity to recommend a product, U&A surveys or advertising campaign evaluations, as well as broadly social or economic surveys: quality of life in a particular city, attitudes toward the merger of two companies, popularity of certain behaviors, purchases, e.g. during vacations, vacations, etc., attitudes toward a newly introduced piece of legislation, the scale of use of competitors’ products (such sample types of market situation surveys.

The most common techniques used are face-to-face interviewing, telephone interviewing or online interviewing (CAPI, CATI or CAWI). Depending on your needs, these can be representative samples (e.g., the population of a country, a particular city, an SME, or other samples if there is a sampling frame for them) or targeted samples (e.g., users of a particular product, consumers of a particular medium, people with certain views, etc.). A particularly useful type of market research is U&A, or Usage and Attitude.

Badania postaw i preferencji

We conduct quantitative surveys of preferences and attitudes using population-based, random-quota samples: CAPI, CATI, CAWI (or a combination of techniques, i.e. mixed-mode surveys, which, in particular, makes it possible, for example, to reach groups with strong age differences).

Surveys on large, representative samples make it possible to determine the scale of occurrence of certain consumer attitudes in society, to examine decision-making processes, knowledge in selected areas. Then, thanks to measurable, numerical results, the survey allows to answer important business questions of the Client (profitability of the campaign, selection of specific content for communication materials, change of brand strategy, etc.). Attitudinal research is often part of a market situation study or brand image study, or a contextual introduction (market intelligence) to these types of research.

Quantitative, comparative research – e.g. analysis in terms of regions or differences between specific populations (villages vs. cities, comparison of selected EU countries, etc.).
Tracking studies of the dynamics of attitudes and opinions – involves conducting cyclical measurements using the same quantitative tools
An important function in our portfolio of tools in the area of preference and attitude research, also has desk research (see below), which allows for analysis of previously collected data and historical comparisons

We also use quantitative “conjoint” analysis in preference research. This is a study that involves accurate quantitative measurement of the strength of influence and hierarchy of individual attributes of products or communication materials. The survey includes several groups / profiles of products with different sets of attributes, which respondents compare and evaluate, for example, in a CAWI survey. The conjoint analysis provides information about the optimal product in the opinion of the surveyed group of respondents, as well as the existence of individual attributes for each respondent.

BRAND IMAGE RESEARCH

Reputation Research

Quantitative tests of the company’s reputation in the eyes of the broad customer and business/social environment: compared to major competitor brands and other strong companies in the domestic market. Identification of leading characteristics, strengths and weaknesses, their sources. SWOT analyses. CAPI, CATI, CAWI surveys on representative and targeted samples.

Employer Branding

Surveys on samples of potential and current employees, sector opinion leaders, to reconstruct the image of the company as a current and future employer (leading characteristics, advantages, disadvantages, credibility, uniqueness, stability and perspective). CATI, CAWI, qualitative surveys.

Brand Image Profiling

Determining the position and strength of the aforementioned brands within a specific market sector and product or service category. Determination of the strength of the relationship between customers and the brand and sources of current and potential brand growth, analysis of opportunities and threats to the brand. Definition and description of communication targets and segments. Identification and presentation of brand image profiles, on the basis of a standardization analysis that excludes the effect of brand size (i.e., the tendency to assign more or less characteristics to a brand, due to its degree of size and level of presence in the market. Standardization in image profiling makes it possible to eliminate the effect of brand size in a given sector and unveil those profile characteristics that are actually specific and unique to the brand, which in turn makes it possible to build effective marketing strategies that take advantage of the brand’s real USPs. CATI, CAPI, CAWI surveys: on population and user samples of categories, brands; exploratory and quasi-ethnographic qualitative research, projective techniques, moderated forums, communities, analysis of Internet content triggered and found, media data, social media traffic.

Brand equity

Is the value that a brand has in the minds of consumers and that gives it an advantage over competing products and services. It helps determine both its current position and its potential for growth. In our methodology, we use the ISOL model to measure brand health and condition.

Our most commonly used techniques in brand health surveys include face-to-face questionnaire interview (CAPI), telephone questionnaire interview (CATI), and web-based questionnaire interview (CAWI). CAWI and CAPI surveys are especially recommended when visual elements, such as brand logos, appear in the interview. Sometimes Mixed Mode, a combination of two quantitative techniques (CATI with CAWI/CAPI), is necessary in research.

Brand condition studies often use the method of FGI focus group interviews, Mini Groups and Diadas with category users and potential customers. The respondents represent a target group with the same characteristics. This technique is used to collect qualitative information generated in a social context through the dynamics of group contacts. This makes it possible to reach information reflecting stereotypes and collective perceptions operating in a given collective about a brand, which cannot be reproduced at the level of an individual interview. This type of research also provides an opportunity to gain a deeper understanding about brand perceptions through the use of projective techniques. Respondents then reveal elements of the product or company’s image that are difficult to capture otherwise, as well as their attitudes toward the brand (even if they are not fully realized or are difficult to verbalize).

Segmentation study

The standard approach to segmentation based only on analyzing responses to a battery of questions about opinions on scales will not achieve the stated goals of segmentation and generally poorly differentiate consumer preferences and habits, especially in specific industries. We suggest using a much larger set of different questions in the questionnaire to diagnose attitudes and motivations toward different categories. It is important to deepen the survey with behavioral characteristics, that is, referring to behaviors, usage patterns, or attitudes.

Cluster analysis

In a space with as many dimensions as variables, points representing respondents are grouped together. The clustering algorithm works to minimize the distances between points belonging to the same group (so that respondents belonging to the same segment are as similar as possible in terms of their consumer attitudes), while maximizing the distances between groups (so that respondents belonging to different segments are as different as possible from each other in terms of their consumer attitudes).

BRAND CONDITION RESEARCH

COMMUNICATION RESEARCH

ACPM – Adv Copy Potential Measurement

In this methodology, we measure the potential and impact of ATL advertising copy before its broadcast, at various stages of its creation, positioning (concepts, animatics, TV spots and other final executions) and intended for broadcast in various media and outreach channels (TV, outdoor, press, radio, social media, including various forms of online advertising). As a result of this measurement, we can estimate the potential (impact) of the copy and the key indicators for the brand that it is likely to influence most strongly. The second key objective is to formulate, based on the survey, concrete and tangible recommendations for changes and improvements to the advertising executions studied, intended for the Advertising Agency and the Client.

ACEM – Adv Campaign Effectiveness Measurement

Usability studies on advertising materials, websites, as well as other documents are most often (but not exclusively) conducted by the Contractor at the early stage of development of a given product (e.g. website / document / multimedia material, etc.). Usability studies conducted at the design stage allow us to optimally determine whether the product meets users’ expectations and, consequently, whether users will use it willingly and frequently. The general purpose of conducting the above-mentioned research is to maximize users’ satisfaction with the product.

CRA – Customer Relationship Assessment

Based on evaluation of individual image elements, consumer experience (CRE) – post factum measurement. Based on customer loyalty models and the relationship between loyalty and sales.

TSA - Touch point Satisfaction Assessmen

Realized soon (or almost during) after a customer’s purchase contact through a given channel. Based on the memory of a given event and focused on its evaluation.