Research & Insights (Services)

So what do we do?

• Analysis

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  In order to provide the best analysis of any market research data, our senior researchers would take the time to fully understand your organisation and the wider industry in which it operates. We would then have a detailed discussion with you in order to appreciate exactly what it is that your business or organisation is trying to find out, and how that knowledge will impact you going forward.

  The analysis itself can take many forms – including advanced statistical techniques; the examination of key drivers (commonly of satisfaction or advocacy); segmentation (analysing a large group to give smaller groups which can be more effectively targeted) and analysis of verbatim comments to gauge respondents’ prompted or unprompted associations with the client organisation.

  This analysis would then normally be written up in a report, and can also be delivered as a presentation to highlight the key points and discuss the chief outcomes. This also allows key stakeholders on the client-side to query and understand the market research findings in an open forum.

  Market research analysis and data comprehension are often complex and detailed tasks, and we would always recommend that an impartial organisation is appointed to carry out the analysis, and to make recommendations based on the outcome of that market research project. This is due to the fact those involved in the industry or organisation about which the research has been undertaken are likely to have pre-conceived ideas about respondents, and about the outcome of any analysis.

  Market research agencies, however, can approach an industry objectively – and thus are able to give feedback that individuals who are ‘too close’ may not have considered or may have disregarded. The use of an impartial research agency for analysis is also particularly useful when trying to convince stakeholders and internal clients of the need for a particular action or direction to be taken.

• CAPI

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  We have specialist expertise in carrying out research projects within business-to-business markets. With extensive experience of helping companies in a variety of ways, and our reputation for quality extends to areas such as:

  CAPI offers several advantages over traditional paper-based surveys, including:

  • Dynamic Quota Management:
    The ability to manage dynamic quotas allows for a much more managed approach to research utilising multiple interviewers across a spread of geographic locations. Where paper-based research may have to be returned to a central point (such as an office) before overall quotas can be ascertained, CAPI allows for real-time visualisation and also the ability to close certain survey routes when a particular quota is hit.
  • Electronic Data Format:
    Returning data in real-time also removes the need for ‘punching data’ from paper to electronic formats for analysis. This not only removes the possible chance of an inputter making an error when copying from one format to the other, but also saves a large amount of time and therefore money.
  • Minimises Potential Error:
    A CAPI approach also limits the potential for interviewers to make errors with routing within a survey. For instance, a survey can be scripted to automatically route respondents based on their previous responses, removing the need for an interviewer to ‘Go To Q3’ as would be the case with a paper survey. This means that incredibly complicated routing can be applied in the background whilst often simplifying the job of the interviewer.
  • Automatic Text Substitution:
    Responses to previous questions (a favourite brand, for instance) can be substituted into subsequent questions automatically, removing the need for interviewer and respondent recall.
  • Automatic Randomisation:
    Lists can be automatically re-ordered randomly for each respondent, reducing the potential for order bias.
  • Respondent Engagement:
    CAPI tablets can show images or other forms of stimulus (videos, logos, audio for instance) which can give a better representation of a product or brand for instance, and also reduce survey fatigue which can occur during long face-to-face surveys.

  In addition to offering some advantages in terms of reliability and quota control, CAPI market research interviewing may come across as sleeker as and more modern than traditional face-to-face interviewing utilising paper questionnaires. For this reason, CAPI can be a better fit for image conscious brands who feel a paper-based approach may send out the wrong signals.

• Data processing and analysis

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  Our data processing team are experienced in dealing with both numerical and verbatim style raw data – we have coded out verbatim responses for projects with many thousands of respondents, for instance. We are able to provide our clients with data tabulations (according to an agreed specification) and raw data in a range of formats (Excel, SPSS, ASCII, SSS).

• Depth interviews

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  Depth interviews are a useful market research method –particularly for interviewing hard to reach or senior individuals, or for gaining qualitative insights in to emotional or sensitive topics. They can also be useful if there is a need to demonstrate a particular concept or product in depth prior to gaining a respondent’s views and opinions – for instance a website.

  Depth interviews involve not only understanding what the respondent is saying verbally, but also picking up on other triggers, such as body language or tone of voice, to steer the interview. Talking to a respondent for a long time allows qualitative researchers to better understand individual nuances between respondents – such as sarcasm or innuendo, which can often distort the meaning of responses if they are only written.

  Depth interviews, as with the majority of qualitative research, seek to understand the emotional triggers behind a decision or viewpoint – thus enabling marketers or influencers to understand the values of their target markets. Whilst tastes and fashions change, people’s values generally remain fixed for longer periods of time. This means that depth interviewing can give a deep understanding of why individuals think what they think or do what they do – as opposed to how many individuals do it for instance.

  We have used depth interviewers to capture perceptions, opinions, beliefs and attitudes towards a product, service, concept, advertisement, idea, or packaging. In addition, we have carried out interviews with numerous vulnerable audiences such as the elderly, people receiving benefits and individuals with long or short-term health problems.

  Depth interviews normally last between 45 minutes to an hour in length and respondents are normally given some sort of incentive for helping us with the research. They are applicable to both consumer and B2B markets and we have the capability to complete depth interview market research projects in English and a range of other languages.

• Desk based

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  Desk research involves the investigation of data that has already been collected (often referred to as ‘secondary data’). We appreciate the value of desk research, and we encourage our clients to look to the public domain, or indeed to their own previous studies, for data that will add context and insight to any research we undertake on their behalf.

  Thorough searches of the Internet, newspapers, journals, industry databases, government websites and a range of other sources can provide a cost effective way to collect data. Some of the benefits of desk research include:

  • Secondary data is easily accessible and will save you time and cost.
  • It will help the researcher to understand the research problem, generate hypotheses and determine the most effective methodology and sample for future research.
  • The time and budget that is saved will leave more resource to explore new areas for consideration, and for greater in-depth analysis.
  • It gives a basis for evaluation and allows for comparison over time.

• Face-to-Face

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  We have a strong face-to-face market research offer, able to offer face-to-face interviewing on a global scale.

  We are able to utilise a number of face-to-face research techniques, including:

  • On-street interviewing
  • Door-to-door interviewing
  • CAPI Interviewing
  • Exit surveys
  • In-store interviewing
  • In-home interviewing
  • Recruitment

• Field and Data Services

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  We offer high-quality and inexpensive field and data services to both end clients and market research agencies in the UK and internationally. We are able to offer the full range of data capture methodologies, and our field and data services department’s knowledge of the wider research process, through constant day to day interactions with our research team, means we are a step ahead of other data services and field providers in that we know what is expected and can proactively add value to any outputs at an early stage.

• Focus Group

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  We have used focus groups to capture perceptions, opinions, beliefs and attitudes towards a product, service, concept, advertisement, idea, or packaging.

  Typically, we normally recruit between 8-10 people in order to gauge their responses to specific stimuli. Groups are guided by our research moderators who often use a topic guide to control the discussion to ensure it meets the research objectives.

  In addition to traditional style focus groups, we are also able to offer online focus groups and live streaming.

  Online focus groups have the advantage that respondents do not need to be from the same geographic area – they can log on to the internet from anywhere in the country and take part. Online groups also allow the opportunity to share videos, audio and other stimuli (such as websites for instance) with respondents in the same way that face-to-face groups would. We have used online groups to complete research with a wide array of audiences and have found them to be a successful qualitative method – a further positive is that a transcription of the conversation is generated as communication takes place.

  Live streaming of focus groups gives our clients the ability to view a group discussion from afar – without the need to travel to the location or to book more specialised viewing facilities.

  Focus groups generally last between 1-2 hours and respondents are normally given some sort of incentive for taking part in the research.

  On completion of fieldwork the results are analysed (using content analysis for qualitative research and data tabulations for quantitative research) by our Senior Researchers.

  We then look to compile a report which provides full details of the findings, conclusions and recommendations. Our clients have different needs in terms of the format of reporting. We look to understand these needs and produce a bespoke report that fits individual requirements. Normally, we produce either a PowerPoint document or a written Word document. In most cases, we also present findings face-to-face.

• Project Design

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  We offer help with all elements of the research process including research design. Each member of the senior research team is skilled and experienced in project setup and management. We can work with you to help you get the exact information that you require from your research project.

  Our approach is heavily client-focused as we understand that the needs and objectives of each and every client are unique. At the beginning of your project, DJS will work with you to define your research objectives and, once these are established, tailor a bespoke approach.

  We also understand that timings and budgetary requirements differ from client-to-client and we have the flexibility to tailor our approach to suit your needs.

  We like our clients to be as engaged with the research process as they would like to be. If you want to be involved at each stage of the process, we welcome and value your input. Similarly, if you would like us to conduct the project and simply deliver the findings to you at the conclusion of the project, we are happy to work on this basis too.

  The research design services we can offer include:

  • Helping you define your objectives
  • Designing a questionnaire that will meet your objectives
  • Tailoring an appropriate and cost-effective methodology to meet your research and budgetary requirements
  • Hands on assistance from senior researchers throughout the design process

• Qualitative

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  We have vast experience in conducting qualitative market research and are able to adopt the full range of qualitative methodologies, including:

  • Focus groups or group discussions/mini groups
  • Depth interviews
  • Observation
  • Telephone depth interviews

  If you are unfamiliar with qualitative market research we have outlined some background information below…

  Qualitative research aims to provide an understanding of how or why things are as they are. For example, a Market Researcher may ask a group of mobile phone users to explain how they chose their tariff product and why they chose that one. This discussion may cover how they use their phone, how they get information on mobile phone tariffs, how they select a supplier and other things besides.

  Unlike quantitative research there is no fixed set of questions but, instead, a topic guide (or discussion guide) is used to explore various issues in depth. In qualitative research the discussion between the interviewer (or moderator) and the respondent is largely determined by the respondent’s own thoughts and feelings. The interview tends to be longer than a quantitative interview and fewer interviews are conducted.

  There are various types of qualitative market research methodologies. Research of this sort is mostly done face-to-face. One of the best-known techniques is the market research focus group discussion. These are usually made up of 6 to 8 targeted respondents, a research moderator whose role is to ask the required questions, draw out answers, and encourage discussion, and an observation area usually behind one way mirrors, and video and/or audio taping facilities. A series of market research focus groups are usually conducted together – often around 4-6 per project.

  In addition, qualitative market research can also be conducted on a ‘one on one’ basis i.e. an in-depth market research interview with a trained executive interviewer and one respondent, a paired depth (two respondents), a triad (three respondents) or a mini group discussion (4-5 respondents).

• Quantitative

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  We have vast experience in conducting quantitative market research and are able to adopt the full range of quantitative methodologies, including:

  • Telephone interviewing
    (in-house CATI unit)
  • Face-to-face interviewing
    (fieldforce throughout the UK)
  • Online research
    (using state of the art NEBU software)
  • Postal/self-completion
  • Hall tests
  • Data processing
    (in-house data processing team)
  • Production of data tabulations
  • Reporting
  • Panels

  Whether you want to conduct 100 interviews or a 1,000+ with consumers or businesses we are able to help you.

  If you are not familiar with quantitative market research, we have provided some further information below…

  Market research data collection techniques fall under one of two broad methodologies: Quantitative Research (such as street surveys, telephone interviews, hall tests, door to door, product placements) and Qualitative Research (focus groups and depth interviews).

  Both these methods provide different but valuable insights into consumer behaviour and are often most valuable when combined, although they are frequently conducted independently.

  In essence, quantitative market research seeks to discover how many people think, act or feel a particular way (as opposed to why they do) and as such this form of research often utilises large samples ranging in size from around 50, up to thousands of respondents – though it is key that all respondents are asked the same series of questions regardless of sample size.

  To allow for better statistical analysis quantitative market research studies most often take the form of a tightly structured closed-question questionnaire undertaken either over the phone, on the street, by post (self-completion) or through web-based sessions.

  Though there are other alternatives such as face-to-face interviewing in homes or omnibus surveys (where clients pay for several questions that would not be viable normally, but when combined with those of other clients produce a larger more practical survey – these are generally run on a weekly basis and different companies will subscribe as and when they require data).

• Questionnaire

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  We can design, script and administer market research questionnaires across several formats including:

  • CATI
    (Computer Aided Telephone Interviewing)
  • CAPI
    (Computer Aided Personal Interviewing)
  • Face-to-face
  • Paper-based
  • Postal

  We specialise in designing interactive and innovative online market research questionnaires to decrease respondent fatigue and drop-out rate.

  The reliability of the answers given to questions is vital to the outcome of any piece of market research. Questionnaire design, therefore, plays a huge role in the service we provide. In order to construct a survey which will be the most beneficial for you, we take the time to fully understand your organisation and the wider sector in which it operates. Manufacturers of construction materials are more likely to be concerned with respondents’ perceptions of the thermal and acoustic properties of a material than are sportswear manufacturers, who may consider views on aesthetics and flexibility to be of paramount importance.

  Following this initial consultation, our Senior Researchers construct a questionnaire designed to provide our clients with the answers they need to make an informed decision. Often, clients come to us with their own market research questionnaire already completed. In this case, we would review the wording, structure and routing of the questionnaire to remove any leading questions, ensure that it adhered to the Market Research Society’s code and to increase respondent engagement as much as possible to minimise drop-out rates. We may also suggest the addition or removal of questions depending on exactly what the market research project sought to achieve. The market research questionnaire is then sent for final approval, scripted, completed and analysed.

  We have designed and implemented market research questionnaires for hundreds of clients across the entire array of industry sectors.

• Telephone Surveys

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  Our research team and telephone survey unit has extensive experience of conducting telephone survey market research across a number of sectors amongst consumer and business to business audiences in both the UK and internationally.

  Telephone research is a widely used methodology and forms part of many market research projects. The comparatively low cost and relatively high response rate (when contrasted with postal self-completion for instance) makes telephone interviewing an efficient and cost-effective methodology.

  Interviews are conducted by experienced telephone interviewers who have worked within the industry for a number of years and have conducted thousands of market research interviews. In addition, we also have a specialist business to business interviewing team who conduct B2B telephone survey market research on a daily basis and are skilled at securing interviews with senior business leaders and hard to reach groups.

  We carry out telephone interviews throughout the UK and internationally – taking in to account varying time-zones, and ensuring our telephone unit is staffed at the appropriate times for every project.

Read through some of our case studies to see how we’ve utilised these for our clients.