Research Tools / Quantitative
"Research is a process where you can spend a lot of money and come up with zero. Isurus guides me quickly through the key decisions, helps me avoid the pitfalls, and makes sure I walk away with high-value implications."
-Vice President of Marketing, Enterprise Content Management System Provider
Quantitative research answers the “how many” questions and provides results that can be projected onto the broader population with statistical confidence. It is used for a range of research objectives, including market sizing, product development, messaging testing and others. Quantitative research uses structured surveys with pre-defined response options (ratings, rankings, multiple-response, etc), that are administered to a representative sample of the target audience. Quantitative surveys are typically administered either by telephone or online in the US; in-person surveys are more common in some regions of the world. Mobile surveys are an emerging methodology.
Learn more about Isurus’ quantitative research tools:
- Telephone Surveys
- Online Surveys
- In-person Surveys
- Mobile Surveys
- Analytical techniques
Telephone surveys are administered by trained market research interviewers working under strict quality control guidelines. Telephone data collection remains the most effective means of researching most B2B audiences in the US and other developed markets; list sources and response rates for online surveys are typically not sufficient to support a study with a narrowly defined B2B target audience (e.g., Finance Directors/VPs in large enterprises). Telephone surveys are often augmented with a website to enable the interviewer to show the respondents visual stimuli (e.g., ad concepts, product concepts, etc.) during the course of the survey.
Online surveys are used effectively with audiences like small businesses, customers or consumers. With online surveys, respondents are emailed a link to take a self-administered survey. The online platform offers a range of possibilities for showing respondents product or advertising concepts, value propositions, and other visual stimuli. Respondents to online surveys are sourced from online market research panels, publication subscriber lists, and client’s internal databases.
Although not commonly used in North America and Europe, in-person surveys are often the only viable option for conducting surveys with B2B audiences in the Middle East, Latin America and some parts of Asia. The in-person survey shows respect for the respondent, and is often a more effective way to engage their attention than a telephone or online survey.
Mobile market research is an emerging methodology that is currently used in a very small percentage of all market research studies. As of today, mobile surveys are simply a short survey administered through a mobile device interface; respondents are still recruited by email or phone and simply access the survey on their mobile device. Mobile surveys are used to provide a more convenient option for the respondent to participate or to engage respondents at the point of experience.
When appropriate Isurus uses specialized techniques to analyze and interpret quantitative data. Examples include conjoint and discrete choice analysis, cluster analysis, factor analysis, regression, and the Van Westendorp Price Sensitivity Meter. We apply our statistical knowledge judiciously by focusing on results that are not only statistically meaningful, but also important from a management and marketing perspective.