In order to gain quantifiable and non-quantifiable insights into the behaviour, motivations and attitudes of sample populations, we use qualitative and quantitative approaches that include:
In-depth interviews are interviews conducted face –to-face, in which the subject matter of the interview is explored in detail using unstructured and flexible approach. This method is applied to develop deeper understanding of consumer attitudes and the reasons behind specific behaviours.
Focus groups are depth interviews undertaken with a group of respondents. URIKA Research conducts focus groups to obtain implicit, unstructured, visceral, and uncensored ideas and reactions that typically cannot be obtained through surveys. Unlike individual interviews, the effects arising from social behaviour and the interpersonal dynamics of the group members are critical to the success of this approach. The views or contribution of one person may become the stimulus for another person’s contribution or may initiate discussion, debate and even arguments.
This type of survey involves interviewing businesspeople at their place of work about industrial or business products or services.
Self-Administered Paper surveys
This type of survey involves respondents personally fill out paper questionnaires.
This method is used to interview respondents over the telephone. Unlike face-to-face interviews, the need for interviewer travelling time and expenses is eliminated. Also this approach allows to be undertaken nationally and internationally from one central location.
This method involves using either email surveys or web surveys. Online surveys are increasingly becoming popular among clients because it is cheaper and faster to administer.
Panels are established to facilitate ongoing consultation. Here comparative data is collected from the sampled respondents on more than one occasion. Panels can consist of individuals, households or organisations, and can provide dynamic information on:
- Broad trends in a market
- Case history of specific respondents (e.g. level of repeat purchases)
- Attitudes and reactions over time to particular products or services
Application of this method is useful for examining the operation and characteristics of customer service offices or shops (speed of service, competence, waiting time, quality, cleanliness, etc). Mystery shopping is not only applicable for studying the actual process of the serving, but also the quality of the information service or the persuading abilities of those being in touch with customers.