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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.
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
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PRIMARY RESEARCH - Fieldwork
Primary, or new research includes Quantitative and Qualitative
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:-
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.
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.
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.
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.
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.
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.
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.
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
Customer empathy, loyalty and
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
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.
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?
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.
SECONDARY 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.
New and existing
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.
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.
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
Competitor analysis &
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.
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.
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
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