Qualitative Market Research

Qualitative market research is used when businesses want to explore what consumers and customers believe, feel, and want from their interactions. Qualitative research techniques include face-to-face and online moderated discussions that allow guided discussions to dig deeper into perceptions, motivations, and values. Research South Africa has experienced staff in all types of qualitative market research methods, as well as dedicated focus group and central location test facilities to help you with any qualitative research project.

  • Focus Groups – guided group discussions can be completed online, via webcam video chat, or in-person.
  • Focus Groups Facilities – Research South Africa has several professionally designed and managed facilities to host your focus groups, central location tests, and interviews.
  • Face To Face Interviewing – Research South Africa’s team members are trained in the detailed methods of personal interviewing and guided by project managers with many years of experience in conducting in-person interviews.
  • Full-Service Research Recruiting – Our experts find the most qualified people for your study, delivering high-quality B2B or B2C respondents who want to answer your toughest questions.

Quantitative Data Collection Methods

Quantitative data collection is used to measure the business or research problem by generating numerical data or data that can be transformed by statistical analysis. Quantitative data collection methods can quantify attitudes, opinions, behaviors, and other defined variables – and generalize results from a sample to a larger population.

  • Marketing Research Telephone Interviews – Our telephone interviewers are skilled communicators who have been trained to build rapport with both business and consumer respondents. Interviewers understand how to apply bias-free probing techniques to clarify responses, without leading the respondent in one direction or another.
  • Computer Assisted Web Interviewing – Using Computer Assisted Web Interviewing, clients include different types of multimedia content into their surveys, presenting images, audio and video clips, and information published on the Web for evaluation by each survey respondent.
  • Online/ Web Surveys – Fast, simple, powerful and versatile electronic surveys engage your potential respondents to complete their self-administered surveys at their convenience, within your project timeframes, with immediate results tabulations.
  • Postal (Mail) Surveys / Self-Administered Questionnaires – Paper-based, self-administered questionnaires and postal mail surveys reach those respondents who cannot be reached through email and telephone survey invitations.
  • International Research – Research South Africa delivers high-quality, multi-lingual, international data collection and survey services for multinational corporations with a global reach.
  • Interactive Voice Responses – IVR offers an easy and cost-effective way to deliver inbound and outbound self-completed surveys over the telephone to a broad audience.

Market Research Data Analysis

Research South Africa conducts market research data analysis that uncovers what you need to learn about what your customers want from your brand, products and services. Our expertise and analytical tools will guide you through interpreting what your data means, and the implications for your business and marketing plans. Market research data analysis informs decisions about which product attributes to focus on, and which advertising strategies will work in sync with your sales goals.

  • Perceptual Mapping – Perceptual Mapping helps you understand how your products are perceived by different segments in your target audiences, guiding how you competitively position and market your current product, and helping to identify potential new products.
  • Quadrant Analysis – Research South Africa’s experts take consumer opinions about various product features from you and your competitors and plot each in a two-dimensional quadrant graph so that you can immediately see which important benefits are highly rated and perform well, and which features need improvement.
  • Price-Demand Mapping – Develop better-informed, data-driven pricing strategies through price testing techniques, including price demand mapping, where analytics experts investigate your target market’s willingness to buy across a variety of price points.
  • Correlation and Regression – Correlation and regression analysis are data analysis tools that determine if there is a relationship among multiple data variables and, if so, the strength of these relationships. This helps you understand which areas you should target to improve your key outcomes.
  • Market Segmentation – Market segmentation analysis increases the efficiency of marketing effort by identifying subsets of interested parties and stakeholders with a broader population.
  • Conjoint Analysis and Choice Modeling – Conjoint analysis and choice-modeling simulates the decision-making process between one product offering and another and asks consumers to prioritize attributes, benefits, and varying performance levels. Conjoint analysis and choice-modeling optimize product design, bundling of service offerings, and brand pricing.

Market Research Data Processing and Reduction Services

Marketing research only succeeds if it brings measurable results. Research South Africa utilizes market research data processing techniques and develops analytical designs specifically to help you make sense of the enormous amounts of data that your study generates. We produce detailed reporting deliverables that include highlights that help you develop and adjust your marketing plan with measurable indicators and insightful performance analysis.

  • Analytics – Our analytics team works alongside your marketers to design research pathways that address your business challenges. Bringing decades of experience in broad and specialty business industries, we examine ways to apply knowledge uncovered by marketing research to product development, customer segmentation, and user experience.
  • Coding – Research South Africa marketing researchers apply their deep expertise to make sense of the huge amount of data collected through open-ended responses within each survey.
  • Programming – Depending on the information our clients wish to obtain, Research South Africa programming staff program complex computer questionnaires to ask any type of question and gather many categories of data, which can then be tabulated quickly for accurate results.
  • Cross Tabulations – Cross tabulation analysis shows how survey responses relate to each other, as well as to demographic and other category responses in the survey. Cross tabulation analysis explores two or more variables simultaneously, dividing raw data into subgroups and showing how each dependent variable changes by subgroup.

Market Research Presentation And Reporting

Effective and engaging market research reporting is the key to making research results accessible and actionable to the entire organization. By developing a deep understanding of your organization, the research objectives, and the potential audiences, Research South Africa tailors our marketing research reporting and presentations to optimize the actionability of the research results and recommendations.

  • On-Site Presentation and Reporting – Research South Africa’s on-site meetings include a step-by-step review of study findings and results by our statisticians and analysts, as well as opportunities for questions-and-answers.
  • Executive Summary – Our Executive Summary report offers additional detail and context, written in everyday language, to explain your research questions, goals, and data to your stakeholders and to help your team apply your research answers in meaningful ways.
  • Charts & Graphs – Meaningful data visualization helps clients understand the research results. Research South Africa’s aim is to make charts, tables, and graphs easy to understand so that you can quickly act on the results of your study.
  • Key Driver Analysis – Key driver analysis (KDA) uncovers what your customers and clients believe is most important about your products and services through exploring what motivates their purchasing decisions.
  • Benchmarking – Benchmarking is used by many clients to track their results over time (internally and against competition) and to target improvement.
  • Net Promoter Score – Research South Africa integrates Net Promoter Score(NPS®) into our customer loyalty research by gauging customer likelihood to recommend a product or service.

Market Research Project Management

Market Research Project Management makes the difference between a successful market research project and one that doesn’t quite measure up. Research South Africa’s highly-trained and experienced market research project management team works with our clients throughout the entire project to ensure that client expectations are met and exceeded at every project stage. Through superior communication, deep thinking, market research expertise, and careful project oversight, our project management for marketing research ensures that you get the best results from every Research South Africa project.

  • Survey Study Design – Research South Africa’s consultants and analysts deliver thoughtful support and insight throughout your research process. Our team will design a customized package of services for you that will uncover the questions you want to ask your market and deliver the answers and information you need to continue your organization’s success.
  • Customer Satisfaction Surveys – Regularly taking the pulse of your business-customer relationships is key to maintaining your marketing program’s health. Research South Africa’s consultants will help you do this through marketing research customer satisfaction surveys.
  • Project Implementation Services – Research South Africa’s project managers and analysis team work with you to ensure that your project is implemented on-time and delivered within your scheduled timeframe.
  • Quota Control – Quota sampling defines which groups are targeted for the survey research project. Research South Africa ensures that the sample group represents your chosen characteristics of the population important to your study.
  • Quality Assurance – Research South Africa’s Quality Assurance program works throughout the entire research process to ensure that the data that we collect for your organization not only reflects the answers only of your targeted respondents but that it is also genuine and reliable.
  • Crisis Mangement – Research South Africa uses proven research practices to help marketers, communications strategists, company executives, and legal counsel regain time and ground lost to competitors if a crisis occurs.