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The AbsolutData Approach: Expertise at every stage
Research Design & Consulting
At AbsolutData we realize the importance of custom made research designs as opposed to “off the shelf” solutions. That’s why we offer innovative and actionable designs, tailor-made to fit the clients’ needs. A team of seasoned professionals, strong consulting orientation and a client focused approach enable us to have a very good understanding of the business problem and define research objectives accordingly. We also offer significant inputs in finalizing sample design and suggest the most effective research methodology.
Questionnaire Design
We have a team of dedicated experts who work on designing questionnaires, utilizing their rich experience of having worked on diverse studies. This is developed in close consultation with the client, with a focus on the objectives that must be achieved. A close eye is kept on details like phrasing of questions, flow/sequence, and overall linkage with critical decision issues. The document is subjected to rigorous testing/editing to ensure we have the best possible survey instrument.
Data collection through online, CATI and other processes
Be it web based or phone surveys or even in depth interviews, AbsolutData provides all possible services to ensure smooth and accurate data collection for your research needs. We have experience of having handled over 2500 surveys including highly complex assignments. Our programming team designs online surveys using state of the art software like CfMC Websurvent, Sawtooth etc. We can program multilingual surveys and incorporate advanced features like randomization, complex skip patterns, multi media content and custom scripting.
We can leverage our associations with a leading network of sample providers to ensure access to quality sample including tough to reach segments like physicians, C-level executives and other B2B sample. The entire process is underlined by rigid quality control procedures and round the clock monitoring by the AbsolutData team that ensure authenticity of data collected and adherence to timelines.
Data processing
Post collection, we validate and process the data for further use. Services offered include Data Management, Cleaning, Tabulation, Open End Coding, Statistical testing, multi variable weighting, file merging etc. through use of industry standard software like Wincross, Quantum, SPSS, SSS and others. In addition, we can also offer data manipulation support like:
- Combining data from various survey sources
- Working with data in multiple formats like SPSS, ASCII, and CSV
- Conversion of data-single card to multi card (and vice versa)
- Derotation of variables
Data analysis
One of our biggest strengths lies in our analytics capabilities. At AbsolutData, a pool of experienced and skilled analysts carries out rigorous statistical and exploratory analyses on survey data, to extract meaningful and actionable information for the clients. Our analysts are not only well versed in diverse analytical techniques, but are also well aware of consumer and business trends. They are involved from an early stage of research and have a thorough understanding of the business objectives as well as research goals. This enables them to apply the right techniques and come up with rich marketing insights that guide better decision making at the clients’ end. At AbsolutData, we see analytics as a tool to add incremental value, by putting results in perspective and offering custom recommendations.
We utilize various techniques, depending on the specific questions we are looking to address. Some of these are:
- CHAID (Chi Square Automatic Interaction Detector): This involves creating a decision tree model that tells us relative degrees of association between a dependent variable and a set of independent variables.
- Cluster Analysis: Used to classify respondents into market segments, i.e. set of consumers who are similar to each other but markedly different from their counterparts in other segments. The segment characteristics determine marketing strategy for that segment, as different from other segments.
- Conjoint Analysis: An advanced technique used to identify the optimal bundle of product features that have maximum influence on consumer purchase or preference decisions. We study the trade offs between alternate combinations of attributes to gauge purchase motivations. This can have various forms like Adaptive (ACA) or Choice Based (CBC).
- Key Driver Analysis: Uses regression/logistic regression to identify the most important factors among multiple factors influencing the target/dependent variable.
- Factor Analysis: Helps to explain a large set of interrelated variables in terms of their underlying dimensions or “factors”. Essentially used to bring down a large number of attributes to a more manageable smaller set of factors.
- Hierarchical Bayes: A powerful tool employed to evaluate choice data and calculate respondent level utility values for conjoint analyses.
- Latent Class Analysis: Used to relate observed variables to a set of unobserved (latent) variables.
- Perceptual Mapping: Graphical technique used to depict relationship between brands and their ratings on various attributes. The closer a brand appears to an attribute, more is its association with that attribute. Brands placed closer to each other have similar images.
- Regression Analysis: Technique used to find relative contributions made by different attributes in predicting a dependent variable.
- TURF Analysis: Used to determine the combination of products in a line that can achieve the highest level of consumer interest.
- Max Diff Analysis: A variation of conjoint analysis used to generate importance or preference scores for brands/attributes/concepts. It gives a clearer idea of what matters more to the consumer.
- Funnel Analysis: Looks at the different stages through which a customer builds a relationship with the product/brand/company. Investigates the choke points and tells us how to ensure transition to the next stage.
- Price Sensitivity Meter: A technique that helps to understand consumer reactions to movements in price and helps determine the optimal pricing strategy.
Reporting
We have a specialized team that takes care of preparing concise reports that summarize the research findings. We stress on delivering reports that are easy to interpret and are focused on particular insights that help the client take effective decisions. We can put together polished, implications-focused PowerPoint decks or report in any other format, as per client’s requirement.
Our Power Point reporting capabilities include:
- Custom designed charts
- Automated Charts in bulk using standard templates specified by client.
- Manual updating of existing charts with new data-in case of tracking studies
We can also implement automated reports in the client systems.
Additionally, on request, we can provide user friendly Excel based interfaces/macros which the client can use to carry out “what-if” scenario analysis e.g. simulator for Conjoint Analysis.
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