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PH1 core capbility
YEARS EXPERIENCE
10+ years
TYPICAL CLIENT
VP Product, CMO, Director of Insights, Head of Strategy
NECESSARY TIMELINE
2 to 3 months
Our POV
Qualitative research tells you what the patterns are. It cannot tell you how many people they apply to, and that is usually the number the business case turns on. A finding that twelve of eighteen participants hesitated at the same step is a strong signal; it is not a forecast.
A badly built survey is worse than none, because it produces a number that looks like proof. Leading questions, unbalanced scales and samples that over-represent your most engaged customers all produce confident answers to the wrong question.
What We Do
Design against the decision. We establish what number would change the decision, then build the instrument that produces it. Question order, scale design and wording are tested before fielding.
Sampling and fielding. Panel sourcing or your own list, with quotas set so the sample reflects the population you are deciding about rather than the one easiest to reach.
Analysis and weighting. Significance testing, segmentation, and weighting where the sample needs correcting, with the limits of what the data can support stated plainly.
What We'll Deliver
Instrument designed and pre-tested against the decision in play
Sampling plan with quotas and a documented margin of error
Fielding, incentive administration and data cleaning
Weighted analysis with segmentation and significance testing
Reporting written for the people approving the budget
The raw dataset, yours to keep and re-analyse
When This is Essential
A business case needs a number rather than a theme
Qualitative findings need sizing before anyone will fund them
Segments need to be defined and measured rather than assumed
Willingness to pay or pricing sensitivity has to be established
A baseline is needed now so the change can be measured later
Combine With These Services
Customer & User Interviews — find the patterns the survey will size
Market & Audience Research — size the market the survey segments
Competitive Benchmarking — measure your position against the alternatives
Part of Customer Research and Research Operations.
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Submissions