Digital modes
- CAPI (B2C / B2B)
- CAWI
- CATI
- CAVI
- CASI
About
Methodology & Quality
One integrated data collection system across every methodology and study format.
How we run fieldwork
The project lifecycle from brief to validated data
01
Field planning – pre-launch plan
11 systematic planning steps
- Read the field brief note and questionnaire
- Seek clarifications from the research team
- Open the project folder
- Review the questionnaire, cards and stimulus
- Plan productivity targets
- Calculate manpower requirements
- Agree the quality check plan
- Schedule material preparation
- Schedule the briefing
- Schedule fieldwork
- Agree the data sync plan
02
Fieldwork planning – pre-launch activities
10 operational setup steps
- Assign the project lead (field executive or above) for each survey location, plus the field supervisor
- Prepare the briefing checklist with the field executive
- Prepare the field budget with the field executive
- Clarify every instruction on the questionnaire
- Supervise material preparation
- Supervise the Arabic translation
- Supervise sampling and area selection
- Supervise quota preparation
- Supervise interviewer selection
- Supervise supervisor and part-time staff selection
03
Briefing and trial protocols
Interviewer readiness and compliance
- All interviewers briefed in person by Field Managers; supervisors and back-checkers briefed by Project Executive
- Separate briefings for each phase of projects with trial pilot interviews conducted individually under supervision
- All agreements documented and shared for consistency; signed Confidentiality Agreement required before fieldwork starts
- New interviewers conduct at least two trial interviews before they are allotted quotas
04
Fieldwork launch and monitoring
Execution and continuous quality checks
- Daily quota tracking, scheduled accompaniment, and live reporting to PM and client services
- Data validation outlier checks (LOI, odd hours, duplicate GPS, straight-lining, and silent listening)
- Customised back-check (30%) by independent validation auditors
- Real-time issue management and risky interviewer identification
05
Data validation and quality reporting
100% verification and close-out
- 100% data checking and cross-project duplicate checks
- Summary call-back reporting and RAG project status reports
- Comprehensive field completion report and quality index reporting
- Zero tolerance policy enforcement for substandard quality
Fieldwork Techniques
Data collection methodologies
One integrated data collection system across every methodology and study format.
Quantitative
- Surveys
- CLT
- Exit interviews
- Product placement (HUT)
- Mystery shopping
Qualitative
- IDIs (online and offline)
- FGDs (online and offline)
- Online communities
- Ethnography and home visits
- Shop-along
Special setups
- Product testing with bespoke setups
- Car clinics
Quality control and assurance
Five commitments on every project
Share the field plan and adhere to it
Fast, on-time response
On-time updates in agreed formats
Avoid last-minute changes to deadlines
A quality control report for each project