Beginning- To- End Research
Market Research Is Cost-Efficient, Timely, and Insightful.
Really, It Is.
Intelligent business growth and success requires insightful, actionable information. Isn't it important to know whether potential customers really do (or more importantly don't) like a concept before development dollars and time are spent? Wouldn't you rather know what public perception of an issue is before launching a campaign in support of or against it? Isn't it important to know what the current perceptions are of your services if you are going to seek to improve them?
Yet many companies are afraid to employ the use of market research in their marketing, strategic planning, business growth or consumer opinion efforts. Organizations sometimes have the idea that research is too expensive, that a research project takes months to complete or that it won't provide any information they don't already know.
In its 40 years of business, AIS understands those concerns and has a proven track record of addressing them. We can complete an insightful research project in weeks—not months—if that is what is required. We can design a research project to fit almost any budget and our proven team of research interviewers and analysts know the importance of delivering information that goes beyond the numbers.
Reaching your growth and success goals is your primary focus. Giving you insightful information on time and on budget is ours.
Five Steps To A Full-Service Research Project:
Step1: Discovery Process
AIS approaches each project with a clean slate and new focus, knowing that your goals and specific needs don't match those of any other client. We start off with a discovery process to understand what your end goals are what kind of information you are seeking and what you need to do with it. The key AIS staff including our Research Analyst, VP of Operations and VP of Client Services all bring their unique market research background to bear upon this understanding process. Based upon that understanding, a unique methodology is developed to deliver that information within the budget and time constraints in place.
Step 2: Tool Development
Research tools are then developed such as a questionnaire for a phone survey or a moderator's guide for a series of focus groups—whatever may be necessary to secure the information. With full input and approval from you, these tools will be the backbone to ensuring that valuable information is collected.
Step 3: Fielding
With approval of the tools, fielding begins. Many times multiple methodologies are used to secure information in different and representative ways. Phone surveys deliver great amounts of quantitative information (How many people said what?), but offer little in terms of qualitative information. Focus groups would then be used to supplement the quantitative data by providing the qualitative element (Why do they feel that way and what are their non-verbal and emotional reactions?). With an on-site phone bank and focus group room, a staff of nearly 50 trained interviewers and the capability to perform any type of methodology, AIS is well prepared to achieve this step.
Step 4: Data and Statistical Analysis
With the fielding completed the data is compiled, cross-checked to ensure reliability and accuracy, reviewed and structured to allow for consideration of any answers outside the scope and put through a rigorous statistical analysis. AIS does all of this on site using the latest software and analysis techniques. Through the form of cross-tabulation tables—where each question is analyzed according to criteria such as age, income or education—our on-staff research analyst combs through the findings. This process allows the analyst to discover trends in the data such as "Hispanics, 35-54, in the Midwest prefer product choice A to choice B."
Step 5: Summary Reporting
The findings don't stop with analysis. It doesn't do you much good to only know that people like the choice. You want to know what they like about it, why they like it and how much they are willing to pay for it (in this particular example). As well, other pieces of information can be correlated against that finding—providing insight into how these pieces fit into the larger picture, what can be done to properly position the offering and recommendations for improving the proposition.
AIS knows that actionable, insightful information is what is needed—not just a number. And our extensive list of satisfied clients demonstrates that we provide it—time and time again. Click here to contact our VP of Client Services to get your next project started.