• In our qualitative projects we use Team Production System.
  ->One team is dedicated to plan and execute the whole project from A to Z.

• Executives who are closest to the category lead the project.
  ->Ensuring adequate research design on the category.

• Our researchers have significant knowledge on the local culture and the region.
  ->Ensuring smooth execution of the project and capture of reliable information.

• Our moderators have over 10 years experience in the Middle East.
  ->Ensuring reliable group discussions and extraction of the required information.

• Our reports are user friendly
  ->Ensuring delivery of conclusive and actionable findings to you.

We use multiple conventional qualitative techniques in our
qualitative interviews, some of those techniques are:

• Word Association -> Words associated to express feelings.
  
  
• Sentence completion -> Sentence completed to express expectation.
  
  
• Story completion -> Story completed to express expectation.
  
  
• Personification -> Explanation of a brand as a human being.
  
  
• Bubble Drawing -> Explanation of hidden or sensitive feelings by writing.
  
  
• House building -> Organizing the features of a brand in terms of their role.
  
  
• Collage -> Using pictures to express emotions and beliefs.
  
  
• Role Playing -> Playing the role of some one else in order to express.
  
  
• Brand Mapping -> Organizing brands into groups and naming those groups.
  
  
• Listing exercise -> List of statements based on image, importance, etc.

We use a variety of techniques to analyze the quantitative research data. Some of them are:

• Significance testing -> To identify if the gap between two variables is significant.
  
  
• Correspondence Analysis -> To understand which image attributes are closer to which brand.
  
  
• Correlation analysis -> To understand the relationship between two measures.
  
  
• Regression -> To identify the equation which links two variables.
  
  
• Factor Analysis -> To reduce the data, in order to identify closely associated variables to brands.
  
  
• Cluster Analysis -> To identify clusters/ segments in the market.
  
  
• Conjoint Analysis -> To understand the utility of each product attribute to the user.