Exodus Market Research
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Techniques and Skills
Our project managers are very experienced in all aspects of market research techniques. Where appropriate, we will be able to advise you of the best method of collecting the information that you need or can apply our skills to conduct specific projects. Please click on the services below for more information.

Primary research

Secondary research

Primary/Secondary research

At Exodus we can provide you with all these research services at very competitive prices. Please contact us today to arrange a no-fee consultation regarding your project with our friendly professional staff.

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PRIMARY RESEARCH - Fieldwork

Primary, or new research includes Quantitative and Qualitative techniques.

Quantitative research is carried out usually with questionnaires, on relatively large samples and therefore results are statistically robust. Often the results of these surveys may yield results such as '80% of females 18-25 like Brad Pitt' or '90% of cats prefer a branded cat food'.

Qualitative research is more concerned with obtaining a deeper understanding of why something is happening. This type of research involves smaller samples of people, usually in small groups or on a one to one basis. Qualitative research can provide powerful insights into people's behaviour and specific techniques allied to clinical psychology are often used to understand peoples' deeper felt feelings and attitudes.

Some of the techniques used in quantitative and qualitative research include:-

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Postal surveys

Many surveys are conducted by sending questionnaires through the post and it certainly seems simple. Typically response rates to these surveys are not as high as those conducted face-to-face but this method is useful when analysing sensitive areas and when there is a very good relationship between the respondent and the company carrying out the research.

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Telephone surveys

Most households have a telephone (at least one) and therefore telephone surveys provide an easy way of reaching households all over the country, quickly. The development of CATI (Computer assisted telephone interviewing) has enhanced the analysis of telephone data.

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Face to face interviews

Market research used to be solely associated with a person with a clipboard on the high street. Indeed face-to-face interviewing is a core technique of the market research industry, both in the street and at home. It facilitates showing of visual aids and often allows deeper insights to be gained than for example postal or telephone surveys. Computer Assisted Personal Interviewing (CAPI) has enhanced the performance of this technique.

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Electronic surveys

Online is a fast growing area of market research and has its benefits and drawbacks. The key benefit is that it is relatively inexpensive, compared to face to face or telephone interviewing and respondents can respond in their own time. In addition data can be readily downloaded into an analysis package for faster reporting. However electronic communications will not be suitable for all audiences as hardware constraints or technical knowledge can make this technique sometimes inappropriate.

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Group discussions (focus groups)

It's commonplace to associate focus groups with political parties, but this type of research has been providing insights into peoples' behaviour for over 50 years. These groups comprise of around 8 to 10 people and are led by a skilled moderator. Everyone is encouraged to give their views frankly, over typically one and a half hours. The number in the group can be critical as with less than 8 there may not be enough interplay between group members and with larger groups the discussion can be difficult to control. Group research is especially suitable for generating new ideas such a new product development. In a group setting individuals can be stimulated by the interaction between members of the group and in the hands of a skilled moderator this an be a highly creative & reactive form of research.

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In depth interviews

These typically last 45 mins to 1 hour and take place on a one-to-one basis to explore issues in greater detail. They tend to be with experts and under appropriate conditions can yield a wealth of information.

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Observational research

This is research that is conducted to analyse non-verbal behaviour. It is used to identify how people react or perform in different situations or to different stimuli or to verify verbal research. This research usually involves videoing or recording the subject to analyse the body behaviour and assess the validity of comments that are made.

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Hall Tests

These are usually used in determining how products deliver against competitors and often involve actually tasting products and ranking performance. Target respondents are recruited from high streets and invited along to a hall where sampling or assessment takes place.

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Customer empathy, loyalty and satisfaction surveys

This research has the specific objective of determining who your customers are, why they buy from you & whether they come back. Empathy studies can tell you what it is like being a customer of yours, whether they like your service and if not, where you are going wrong.

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Mystery shopping

Are customers actually getting the service that you have planned? Ever looked on the wall of a restaurant and found that someone's awarded it maximum points for service and yet you can't even get served! Our staff will tell you the truth, like it is- so if you need to make changes then you will know all about them, before it's too late.

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Branding and awareness studies

Are your products marketed in the most effective way? What do customers think of when they see your products? How well is your business known and what is the best way to advertise your services?

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Staff surveys

How motivated are your employees to deliver quality customer service? Are your staff working efficiently and for the benefit of your business? Staff are often the interface between your organisation and the public, so its crucial that to deliver your services effectively, that they are as committed to customer satisfaction as you are. Find out how they think and tap into that under-used resource- your staff at the sharp end. What works, where the problems are and how you business can do better.

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SECONDARY RESEARCH - Background research

Research that has already been published in the form of written reports or articles, often on a particular market sector, and is already in the public domain is described as secondary or desk research. These sources include library reference books, newspaper clippings, company reports, standards and online databases. They can be a good place to start when looking for quick accessible information, although information from secondary sources can go out of date quickly.

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New and existing product/service development

You may be thinking of introducing a product or reviewing the performance of an existing one. Positioning, PEST & SWOT analysis, consumer profiling, branding-there are plenty of issues to resolve before making any changes. We will make sure that you are thoroughly briefed with accurate, reliable information and comprehensive analysis- making crucial decisions easier and avoiding expensive mistakes.

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Documentation reviews

It may be some time since you reviewed your advertising and promotional output or you may be launching a new product or service. What does your documentation look like to the consumer? Do you get your message across easily? What impression of your company are you giving out? We can help you to get this right; our creative and imaginative staff are thorough & honest and will carefully explore the options so that your message is delivered effectively and in the right manner to your target market.

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PEST studies

The impact of developments in the Political, Environmental, Social and Technological (PEST) arenas. This analysis seeks to identify critical events & trends that your business will need to respond to and make contingency plans for. This is a comprehensive business planning tool and is critical in planning the future strategic development of your business.

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Competitor analysis & market profiling

Studying market trends, analysis of market constituents and assessing your organisations strengths, weaknesses, opportunities and threats. We are experienced researchers able to apply a wide variety of modelling techniques to accurately place you in your marketplace and plan strategically for the future.

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Feasibility studies

So you want to launch a new product, enter a market or simply open a new shop- is it going to work? Both primary and secondary research can be used to assess the potential, accurately set out the current position and to plan carefully to ensure success. Working with your specialist knowledge and our commitment to research you can rely on; your decision will be underwritten with the best possible data and thorough market analysis.

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Distribution/new technology studies

The pace of technological change is vast but will embracing new distribution channels suit your organisation? Interactive TV, the internet, mobile phones- all offer a new way of getting your message across but at what cost and will they work for you? We can assess your operation, look at consumer profiles and analyse your options. Making a commitment to new technology is expensive- to do so without all the information could be very costly indeed.

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