Data collection
Good decisions start with properly collected data. We choose quantitative and qualitative methods to fit your business question and run fieldwork to ISO 20252 standards in Türkiye and 19 countries.
Send a brief- 2core approaches: quantitative and qualitative
- 30%of face-to-face interviews back-checked by phone
- 19countries of fieldwork experience
Measure or understand?
Quantitative research measures participants’ thoughts, attitudes and behaviour through standardised, structured questions. Because structured questionnaires can be applied to large samples, results are expressed in numbers, compared across groups and generalised. Customer satisfaction and loyalty, usage and attitude, segmentation, brand positioning, brand perception and reputation, mystery shopping, advertising and product or concept tests all fall into this area.
Qualitative research is exploratory: using focus groups, in-depth interviews and similar techniques with a small number of participants, it looks for the answer to “why”. It aims to understand in depth how the target audience thinks and feels about a brand, product, concept or service. It is used to evaluate communication strategies, understand motivations and barriers, gather insight on concepts and observe usage habits.
In most projects we combine the two: qualitative work reveals the audience’s language and possible answers, and quantitative work measures how widespread they are.
Quantitative methods
How many, how much, what share? To measure and compare.
- CAPI – PAPI (face to face)Tablet or paper questionnaires at home, at work, on the street and at the point of sale.
- CATI (telephone)Computer-assisted telephone interviews; calls are recorded and fieldwork and quotas tracked live.
- CAWI (online)Mobile-friendly online surveys sent by e-mail or link; fast and cost-effective.
- Online panelFast access to profiled participants through PragmaPanel.com and international panels we belong to.
- Mystery shoppingTrained mystery shoppers audit service standards at stores, dealers and branches.
Qualitative methods
Why, how, how do they feel? To understand and explore.
- Focus groups6–8 participants from the target audience in a natural discussion led by a specialist moderator.
- In-depth interviewsOne-to-one interviews for personal or sensitive topics, also suited to busy experts.
- Ethnographic observationObserving consumers at home, at work or in store, with anthropologists and psychologists.
- WorkshopsHands-on sessions where participants think together on assessment, strategy and process improvement.
- Secondary dataDesk research using literature, TurkStat and industry publications and market data as a project’s first step.
How we manage fieldwork
- 1DesignWe turn your business question into method, sample and quotas and build the questionnaire with you.
- 2PilotWe test the questionnaire in the field and refine the flow and wording.
- 3BriefingInterviewers and moderators receive project-specific training.
- 4Fieldwork and checksQuotas are tracked live and interviews checked through call-backs and recordings.
Quality control for reliable data
Our fieldwork processes are audited under ISO 20252, and as an ESOMAR member we follow international research ethics.
- Pilot and questionnaire revision before every project
- Project-specific interviewer training
- Phone back-checks on 30% of face-to-face interviews
- Recording and review of telephone interviews
- Attention and consistency checks in online surveys
- Personal data processed and protected under Turkish data protection law (KVKK)
Frequently asked questions
Let’s choose the right method together
Briefly describe your research need; we reply within one business day with method, sample and timeline.