A SUCCESSFUL project starts at the beginning with the instrument design
is carried by fieldwork excellence
backed by extensive quality controls
and only made useful when analysed and shared appropriately.
WE MAKE THIS HAPPEN
It may be a qualitative, it may be quantitative or even a hybrid approach. Regardless we'll design a solution based on your specific information needs.
Quantitative research is all about surveying large samples of people to provide numerical data that describes and predicts behaviour. It is an essential tool that enables data-driven decisions.
Gathering numerical data through structured surveys or experiments, provides a comprehensive snapshot of populations and markets.
The emphasis on statistical analysis means that we can identify patterns, and test hypotheses in a way only possible with large samples.
CAPI (Computer Assisted Personal Interviews)
CATI (Computer Assisted Telephonic Interviews)
The numerical data generated by quantitative research is undoubtedly useful, but often cannot explain the ‘why’ behind the statistics. This is where qualitative research comes in, providing invaluable context to the numbers.
The semi-structured approach of qualitative research offers the opportunity to delve into complex issues, especially around sensitive subjects, in a way that quantitative data just can't. Discussions are (more) respondent led, focus on questions for longer and can take advantage of techniques such as projective exercises. Qualitative research provides a greater depth of understanding than quantitative research, and brings the numbers to life.
Focus groups (in-person + digital)
In-depth Interviews (in-person + digital)
OUR RESEARCH APPROACHES:
Customer experience research
Employee satisfaction research
Since 2008 we have partnered with organisations from all over the world to understand trends, identify opportunities, and develop strategies to drive growth and innovation.
MEDIA USE AND IMPACT
OMG Africa, 2022-
Since 2022, we've been conducting qualitative research on media and product usage for OMG Africa and GeoPoll in Nigeria. To dive deeper into media and product use, we source respondents from GeoPoll's ongoing quantitative panel.
This ongoing project uses a combination of traditional and non-traditional methodologies, such as focus groups and in-depth interviews, as well as WhatsApp online communities and netnographies. Our aim is to fill the gaps in current media audience research in Nigeria.
OLD MUTUAL BRAND HEALTH TRACKER
Old Mutual, 2020-
Since 2020, we've been working with Peppercorn Research to conduct brand health tracker research in Malawi, Zimbabwe, and Kenya for Old Mutual. In addition, we have also taken on ad hoc projects in Kenya, Malawi, Rwanda, Uganda, and Zimbabwe.
Our primary focus for these projects is on quantitative methodologies, which have evolved over time to adapt to changing national and global circumstances, such as the COVID-19 pandemic. We have successfully ensured that any methodological changes are seamless and do not artificially impact our results.
PIONEERING WHATSAPP MROCs
Unilever South Africa, 2018-2019
In 2018 we undertook a ground-breaking project in collaboration with Unilever South Africa - the first-ever market research WhatsApp online communities in Africa. We worked with respondents in Cote d'Ivoire, Ghana, Kenya, Nigeria, and South Africa, covering diverse topics like cooking, religion, relationships, oral healthcare, public holiday rituals, soft drinks, and much more. We conducted our longest online community for 3 months, and collected an unprecedented amount of data.
This wealth of information enabled multiple brand teams to make data-driven decisions, particularly in terms of product development.
HIV/AIDS CAUSATION RESEARCH
AIDS Healthcare Foundation, 2017
In 2017, we conducted research to understand the sexual health attitudes and behaviours of 15-24 year-olds in South Africa, Swaziland, and Zimbabwe. To achieve this, we conducted a representative SMS-based survey in each country, as well as four focus groups.
We focused on the prevalence and impact of pornography and collected a significant amount of data that allowed the AHF to develop customized prevention strategies for each country.
"A collaborative team truly interested in getting to know not just the communities but all the context around them. Impressive"
Epulu Widlife Conservation Society