Research methods

Techniques

Large quantitative surveys via face-to-face or telephone interviewing
Intercept interviews
“Natural exposure” testing for assessing the effectiveness of campaign material such as TV, radio, websites, and online ads
Randomized control trials (experiments using control groups) for planning, evaluation, and identifying winning solutions versus alternative candidate solutions
Techniques for estimating market potential
Model building
Extrapolation procedures
Qualitative approaches: focus groups, individual in-depth interviews
Continuous brand and advertising tracking surveys
Secondary analysis of large preexisting quantitative and qualitative information

National representative general population surveys
Regional and city population surveys
Household surveys
Business surveys
Surveys of social organizations
Special population samples, i.e. identifiable groups according to special demographic, social, economic, professional, behavioural or other characteristics