Quantitative research

 The quantitative research presents evaluative research approach which provides insight in peoples’ opinions and attitudes through structured questions and reliable statistic results

 The quantitative research provides information about the percentage of the people who think, feel, or behave in a certain manner and use statistic analyses for determining the results

 It includes larger number of respondents

 The sample is representative for the population of interest:
  - general population
  - all citizens of the state
  - specific category of citizens
  - specialized target groups depending on the client’s needs


Types of quantitative research that we offer:

 PAPI (pencil and paper) – the interviewer notes the answers in a printed questionnaire Face to face On the telephone

 CATI – Telephone interviews using CATI system (Computer Assisted Telephone Interview)

 EXIT Interviews – interviews conducted with customers in front of the clients branch offices

 On-line surveys

Qualitative research

The qualitative research is a in-depth research approach that provides insight in what people think, feel and do and what the reason for their behavior is above all

 It identifies conscious and subconscious factors of motivation, needs, emotions and personal perceptions of the people

 It provides answers to questions as:

 - What do clients think and feel about your product / service?

 - What is the perception that they have for your brand / company? What is your brand image in the market?

 - How do clients choose among different products or brands? What motivates them?

 - How does the brand, design and packaging influence the clients and in what way?

 - What type of marketing messages have the strongest impact on clients?


The qualitative research:

 Includes smaller number of respondents;

 Uses semi-structured guide for discussion, the questions are open-ended, the participants are encouraged to search for the reasons of their answers;

 The discussion may reveal the hidden points of view and motivations, the triggers which incite the behavior or the factors which block the behavior.

The most commonly used types of the qualitative research are:

 Group discussions (focus groups)

 In - depth interviews


Mystery shopping

The Mystery shopping research presents a research approach in which the mystery shopping clients create an evaluation of the employees’ service according to a previously defined criteria through anonymous visits of the companies / institutions

 The visits or telephone calls are conducted unexpectedly without a previous notice in everyday conditions when the services providers (the employees) do their regular daily activities

 The basic aim of the research is to identify the areas where improvement is needed in terms of services quality, the transparency and service orientation towards the consumers or users


Desk research

The Desk research  is a type of research that involves analysing information that already exists. This type of research is also known as secondary research and it is unlike primary research which involves the collection of raw data through research subjects.

 On-line desk research

 Government published data

 Customer desk research etc.


Panel surveys

A longitudinal survey design that provides repeated observations on a set of variables for the same sample units over time. Systematic review of a set of people and how their attitude and opinion changes over time.

 Consumer/buying habits

 Media habits

 Evaluation of news/campaigns/ internet portals etc.