Abbey-Melnik's quantitative team has deep expertise in all facets of quantitative research, methodology and analysis. The team works from a solid understanding of our client's business and based on this is able to propose and design customized research approaches aimed at producing solid, usable results.
Abbey-Melnik's quantitative researchers are more than mere producers of data -- they see their main task to be that of providing answers and direction to clients. They do this by designing top-notch research tools, executing reliable and successful fieldwork, and then interpreting the data and formulating results into findings that are insightful, useful and relevant to the client team.
Like our qualitative team, the goal of Abbey-Melnik's quantitative researchers is to solve problems and create opportunities based on consumer knowledge and understanding.
We listen carefully, and we work closely with clients to understand their specific research needs. We then devise a customized research approach to meet these needs. In many cases this involves the merging of more than one model or approach.
To solve diverse research needs we use a wide range of quantitative data-gathering techniques:
- Face to face in central locations, on site (retail stores, banks, streets), large-scale classroom settings, telephone, mobile tablets and in-home as necessary
- Mystery shopping
- Buzz Monitoring (social media)
CONCEPT TEST OR PRODUCT TRIAL
Evaluation of consumers reactions to products and / or concepts, if possible, in real conditions of use, otherwise, in more experimental scenarios. This might range from in-home product use or total in-home product consumption to partial evaluations of aspects of the product such as taste, smell or packaging in, for example, a central location.
We use different techniques that adjust to the specifics of the diverse product types and to the objectives of the study: monadic, comparative or sequential monadic. These product evaluations are branded and/or blind and always following specific objectives.
Diverse methodological designs are applied in this way; from the evaluation of new products to changes introduced to products already in the market or their replacement. In the two latter cases the new possible versions are usually compared with the current formulation.
These are large scale studies, the aim of which is to thoroughly get to know a specific market, generally of one or several product categories, from which information regarding use and purchase procedures, choice of brand, brand awareness, brand trial, brand adoption, brand abandonment and rejection, is gathered. In other words, the goal is to understand the underlying reasons why a specific brand or category is used.
The segmentation of the market, or rather of consumers, constitutes the formation of affinity groups in terms of attitudes, behaviors, product usage, etc. This specific technique is named Cluster Analysis. As a specific application of it, we undertake Cultural Segmentations, under which the consumers are classified according to their cultural-ideological preferences. A powerful follow-on research approach is to explore ethnographically the segments of most interest - this enables the development of a segment profile that is rich in real-world insight and can illustrate how values, beliefs and attitudes are negotiated in daily life.
Tracking studies are serial systematic studies (by month, quarter, semester) designed to obtain information over time. These can be used to track the performance of a launch, an advertising campaign, competitor's actions, and general attitudes.
BRAND IMAGE STUDIES
BRAND IMAGE STUDIES BRAND DNA BRAND ARCHITECTURE
The need to evaluate the image of one’s own brand in comparison with those of the competition motivates these types of studies which, besides gathering information on other aspects, are centered on the application of an almost projective technique called Matrix of Guided Association. This matrix approach involves having the respondent associate a long list of attributes with different brands present in a given competitive territory. This approach generates a mapping in which the constellations of attributes associated with various brands can be clearly seen.
STUDIES OF COMMUNICATION EFFECTIVENESS
The studies focused on the evaluation of communication strategies are very often of varied format due to the character of the execution to be tested, its degree of development or the stage of the campaign’s implementation. This way pre or pos-test are defined.
public opinion studies
Some of the types of studies involved in public opinion research include: the monitoring of the impact of election propaganda, the image of candidates, public approval levels.
customer satisfaction studies
These studies deal with relationships organizations have with their customers, suppliers, distributers, manufacturers and/or employees. They involve understanding what is working/not working in terms of interactions with the organization.
These studies combine an initial qualitative step or stage to detect attitudes and unconscious mechanisms that guide behaviors which are followed by the quantification of the situations detected in a complementary stage.
Another quali-quant approach involves quantitative sessions at central locations followed immediately by focus groups. These focus groups are conducted with select participants and are designed to give additional insight into some of the topics covered in the quantitative portion of the research, providing insight into the 'why' behind responses.
These studies deal with the evaluation of commercial aspects of businesses. In these studies individuals 'shop' for goods or services and upon completion of their 'shopping' they evaluate their experience from both practical and emotional perspectives.