The foundation of an effective marketing
plan is reliable market research. Many companies, big and small,
have yet to develop business-wining strategies that are based
on the findings of thorough and reliable research. Catalyst
supplies leading Irish and International companies with qualitative
and quantitative market research services.
Intercept Interviews
On-street
interviews
Catalyst researchers intercept consumers in the street, in
shopping malls or transport hubs and conduct short interviews
using a structured questionnaire. Where appropriate visual
prompts are shown to respondents, such as pictures and video
clips.
In-store interviews
Using a structured questionnaire these are best used to interview
customers within a retail outlet but can also be used to
interview visitors to selected venues.
Exit interviews
Using a structured questionnaire, exit interviews are
a reliable way of interviewing a target audience leaving
a specific venue or store in order to get instant reactions on their
experience.
Telephone interviews
Catalyst uses computer aided
telephone interviews (CATI) to reach wider audiences across
Ireland and abroad.
Telephone interviewers use a structured questionnaire to ask targeted respondents. Answers
are entered directly into Catalyst’s
data processing system which ensures accurate
and timely reporting.
Clients in need of results fast can avail of Catalyst’s
secure, real-time on-line reporting system which gives access
to the research findings within 24 hours.
Self Complete Surveys
Sometimes it is more appropriate
to allow respondents to complete a questionnaire in their own
time - in the comfort of their home or at
a place of work or leisure.
Distributed self complete questionnaires: are
ideal for handing out and collecting when completed to customers,
visitors or employees and getting them to complete the questionnaire
there and then.
Postal self complete questionnaires: are
suited for large customer, member or stakeholder surveys.
Catalyst can handle all aspects
of the survey including questionnaire design and distribution,
data entry and processing and reporting of results.
Focus Groups
Focus groups are a
highly effective means of evaluating existing services, testing
new ideas and of identifying consumers’ attitudes and
perceptions to brands.
A focus group is
a discussion group, consisting of 6-8 people and a trained moderator. Participants
are guided by a Catalyst moderator who introduces subjects
and topics.
All groups are recorded on either video or
audio.
Catalyst manages all aspects of the focus group, from topic design to participant recruitment.
When completed, Catalyst analyses transcripts of
the discussions to produce a detailed report and presentation of
the findings.
Reports show key findings and recommendations
arising from the research.
Depth Interviews
Depth interviews are frequently
used in business-to-business sectors and markets where the
subject matter is confidential or very detailed or specific.
They are generally used in such cases where other research
methods, such as focus groups or questionnaire based surveys,
are not suitable.
Catalyst conducts depth interviews with respondents
either face-to-face or over the phone. In addition to asking
specific questions Catalyst interviewers probe
further on particular areas of interest and have the knowledge and
flexibility to change the line of questioning if needed.
The data from all depth interviews is then analysed and
reported in detail with management summaries and key findings.
Web Surveys
An increasingly popular and cost
effective method, web surveys are an excellent way of allowing
respondents to complete a survey questionnaire.
Questionnaires are designed by Catalyst and then posted
either to a client’s website or to the Catalyst website.
Respondents are then invited to complete the survey and
directed to the relevant website either by email, letter,
adverts or telephone.
The respondent then completes and submits the questionnaire
on-line and the results are available immediately. Clients,
if they so desire, can then access the results using Catalyst’s
secure, real-time reporting system.
While there are limitations to using this method of data collection, there are significant advantages in terms of speed or reporting and cost savings.
