Research Methods

DDC always skillfully and optimally uses various research methods to achieve accurate and effective research goals.

In-depth 1-on-1 Interviews

Usage: Typically used to gather detailed information about an individual's thoughts, feelings, experiences, and perspectives on a specific topic.

In-depth interviews are a method of data collection involving direct interaction between the interviewer and the participant (typically a customer or potential consumer). This is a form of personal interview where the interviewer probes deeply into the participant’s views, attitudes, feelings, and behaviors on a specific topic.

Characteristics of In-Depth Interviews:

Personalized Nature: Since there is only one participant, in-depth interviews allow the interviewer to thoroughly explore the participant’s thoughts and feelings.
Open-ended Nature: Questions in IDIs are typically open-ended to encourage participants to share their personal perspectives in detail.
Flexible Interaction: The interviewer can adjust questions based on the participant’s responses, leading to richer information collection.
Extended Duration: In-depth interviews usually last longer than standard surveys, ranging from 30 minutes to 1-2 hours.

Goals of In-Depth Interviews:

Exploring Motives and Behaviors: Understand the reasons behind consumer decisions and actions.
Collecting Detailed Information: Delve into the participant’s views, attitudes, and experiences.
Discovering Insights: Uncover useful information for developing products, services, or marketing strategies.

In-depth interviews are commonly used in qualitative research where a deep understanding of consumer behavior and motivations is necessary.

Focus Group Interviews (CLT)

Usage: Usually employed to collect in-depth information from a small, intentionally selected group of people about a particular subject.

Focus Group Discussion (FGD) is a data collection method involving group discussions. In FGD, a small group (usually 6 to 12 people) discusses a specific topic under the guidance of a moderator.

Characteristics of Focus Groups (FGD):

Group Interaction: Participants are encouraged to share opinions, discuss, and debate with each other, which helps explore various perspectives on an issue.
Stimulating Thought: Group discussions can help participants recall experiences or thoughts they might not remember in a one-on-one interview.
Moderation: The moderator’s role is to keep the discussion on track, ensure everyone has a chance to speak, and clarify viewpoints presented.
Flexibility: Questions and discussion topics can be adjusted flexibly based on the flow of the discussion.

Goals of Focus Groups (FGD):

Collect Diverse Opinions: Helps researchers understand the thoughts, feelings, and viewpoints of a group of people on a specific issue.
Explore New Ideas: FGD is often used to uncover new ideas or issues that may not be evident in other research methods.
Discover Insights: Identify common behavior and attitude patterns among consumers with similar characteristics or interests.

Applications of FGD in Market Research:

New Product Surveys: Understand consumer reactions to a new product or service.
Brand Evaluation: Gain insight into customer perceptions and feelings toward a specific brand.
Market Needs Identification: Discover unmet needs or potential improvements within a market segment.

FGD is a valuable method in qualitative research, where the interaction between group members can provide deep and rich information that other methods might miss.

In-home Interviews

Usage: Commonly used to gather authentic information about consumer habits, lifestyles, and viewpoints within their living environment.

In-home interviews are a data collection method where the researcher visits the participant’s home to conduct the interview. This method allows for both qualitative and quantitative research and provides an opportunity to observe the participant’s living environment, habits, and how they use products or services directly.

Characteristics of In-Home Interviews:

Natural Context: The interview takes place in the participant’s living space, creating a more comfortable and natural setting compared to other environments.
Observation of Actual Behavior: The researcher has the opportunity to observe how the participant uses the product or service in their daily life, providing a deeper understanding of actual consumer behavior.
Personal Interaction: As the interview occurs at home, the relationship between the interviewer and participant can become more personal, leading to more in-depth information collection.
Contextual Analysis: The researcher can gather information about the living environment, economic conditions, cultural factors, and other elements influencing the participant’s consumer behavior.

Goals of In-Home Interviews:

Understand Product Usage Context: Explore how consumers use products in their real-life context.
Identify Unresolved Needs and Issues: Through direct observation, researchers can uncover latent needs or problems that current products may not address.
Explore Consumer Behavior: In-home interviews provide a clearer picture of habits, behaviors, and attitudes that might be missed in other types of interviews.

Applications of In-Home Interviews:

Household Product Research: Understand how consumers use and interact with household products.
New Product Development: Identify areas for improvement or creative opportunities based on actual consumer use.
Target Customer Research: Deep dive into the lifestyle, preferences, and values of the target customer group.

In-home interviews are a powerful method in market research when a deep understanding of consumer behavior and needs in their daily living context is required.

Telephone Interviews

Usage: Often used to quickly and efficiently collect information without needing to meet participants in person

Telephone interviews are a data collection method where the researcher conducts interviews with participants over the phone. This method is commonly used in quantitative research but can also be employed in qualitative research to gather opinions, viewpoints, and data from participants without face-to-face interaction.

Characteristics of Telephone Interviews:

Cost and Time Efficiency: No travel is required, allowing for rapid data collection from a large number of participants at a lower cost compared to in-person interviews.
Ease of Access: This method allows researchers to reach participants in different geographic locations or those who are difficult to access in person.
Reduced Social Pressure: Participants may feel more comfortable when not face-to-face with the interviewer, potentially leading to more honest responses.
Limited Observation: The interviewer cannot observe body language or the participant’s environment, missing out on some important data.

Goals of Telephone Interviews:

Rapid Data Collection: Facilitate quick collection of opinions, feedback, and information from a large group of people.
Assess Customer Reactions: Commonly used to measure customer satisfaction or gather feedback shortly after the use of a product or service.
Opinion Surveys: Widely used in opinion polls, consumer behavior research, and market surveys.

Applications of Telephone Interviews in Market Research:

Quantitative Surveys: Collect data from a large sample on habits, preferences, and consumer behaviors.
Quick Research: Conduct quick polls to capture market trends or reactions to new events.
Post-Sale Surveys: Assess customer satisfaction after they have used a product or service.

Telephone interviews are a valuable tool in market research, especially when collecting information from a large number of participants while ensuring cost and time efficiency.

Intercept Interviews

Usage: Typically used to quickly collect information on a specific topic at public locations such as shopping malls, supermarkets, schools, etc.

Intercept interviews are a data collection method where researchers approach and interview participants at a specific location where they frequently visit or gather. This method is often conducted in public places such as supermarkets, shopping centers, events, or on the street.

Characteristics of Intercept Interviews:

Direct Access: Interviewers approach and select participants either randomly or intentionally at the designated location.
Rapid Data Collection: Allows for quick collection of opinions and feedback from a large number of participants within a short period.
Instant Data: Since the interview is conducted on-site, participants often provide feedback immediately after experiencing a product or service, leading to timely and accurate responses.
High Accuracy: Intercept interviews can yield results that accurately reflect real-time situations as participants are in their natural context, unaffected by external factors.

Goals of Intercept Interviews:

Shopping Behavior Surveys: Often used to understand shopping behavior, such as reasons for product choice, perceptions of pricing, or evaluations of service quality at the point of purchase.
Consumer Reaction Assessment: Helps assess consumer reactions to a product, service, or advertising campaign on-site.
Feedback Collection: Used to gather quick and immediate feedback from a specific group of people at a designated location.

Applications of Intercept Interviews in Market Research:

In-Store Customer Behavior Research: Conduct interviews with customers immediately after shopping to understand their purchasing decisions.
Event Surveys: Gather opinions of attendees at events or trade shows.
On-Site Market Analysis: Study consumer reception to a new product or service at the point of sale.

Intercept interviews are an effective method in market research when quick and accurate information reflecting the real situation of consumers at a specific location is needed.

Online Surveys (Online Panels)

Usage: Generally used to collect information quickly, cost-effectively, and on a large scale about a specific topic through the internet.

Online panel surveys are a data collection method where a pre-selected group of participants (panel) agrees to take part in periodic or on-demand online surveys. These individuals are typically invited to participate in market research studies via email, websites, or mobile apps.

Characteristics of Online Panel Surveys:

Pre-Selected Research Sample: Participants in the panel are often selected based on specific criteria (such as age, gender, income, preferences) to match the research objectives of companies.
Conducted Online: The entire survey process takes place on an online platform, from sending out questionnaires to collecting and analyzing data.
Rapid Data Collection: Online surveys allow for the collection of data from a large number of participants in a short period.
Cost-Effective: Compared to face-to-face or telephone surveys, online surveys generally have lower costs since there is no need to hire interviewers or pay for travel expenses.

Goals of Online Panel Surveys:

Quantitative Market Research: To collect quantitative data from a large group of consumers to analyze trends, behaviors, and attitudes towards products or services.
Trend Monitoring: Helps businesses track and analyze market trends and consumer behaviors over time by conducting regular surveys with the same panel.
Product Feedback Evaluation: To assess consumer reception of new products, advertising campaigns, or services.

Applications of Online Panel Surveys in Market Research:

Consumer Surveys: Understand shopping habits, customer satisfaction, and factors influencing purchasing decisions.
Brand Recognition Measurement: Evaluate consumer awareness and impressions of specific brands or products.
Customer Behavior Research: Study psychological factors, attitudes, and purchasing motivations of consumers.

Online panel surveys are a powerful and flexible method widely used in market research to gather data from large and diverse consumer groups. This method provides accurate and valuable information for business decisions and marketing strategies.

Home Use Testing (HUT)

Usage: Commonly employed to gather detailed and accurate information about consumers' real-life experiences with a product in their own home.

Home Use Test (HUT) is a market research method where consumers are invited to use a new product or product sample in their own homes for a specific period. After using the product, consumers provide feedback, helping companies understand how the product performs in real-life conditions and consumer perceptions of the product.

Characteristics of Home Use Test (HUT):

Real-Life Usage Environment: Consumers use the product in their everyday living environment, reflecting how the product performs and is experienced in real conditions.
Detailed Feedback: HUT allows companies to gather detailed feedback on aspects such as product performance, satisfaction levels, ease of use, and any issues encountered during use.
Extended Usage Time: Unlike short-term product tests, HUT typically lasts from a few days to several weeks, giving consumers sufficient time to fully experience the product.
Selective Participation: Participants are often selected based on specific criteria to ensure they are part of the target customer group or are likely to use the product in real-life scenarios.

Goals of Home Use Test (HUT):

Market Acceptance Assessment: Helps companies understand consumer acceptance and satisfaction levels with the product before the official launch.
Product Improvement: Identifies design, functionality, or packaging issues that can be adjusted and improved before mass production.
Identifying Strengths and Weaknesses: Collects consumer opinions on the product’s strengths and weaknesses compared to competing products or their expectations.

Applications of Home Use Test (HUT) in Market Research:

New Product Research: Testing new products or improved formulations in real-life usage conditions before market launch.
Consumer Product Surveys: Particularly useful in fast-moving consumer goods (FMCG), cosmetics, and home appliances industries, where real user experience significantly influences purchasing decisions.
Usage Behavior Analysis: Helps understand how consumers use the product, providing insights for usage guidelines or improvements to enhance user experience.

Home Use Test (HUT) is a powerful tool in market research, allowing companies to collect detailed and valuable information on how their products perform in real-life settings, providing a basis for product improvement and optimization before market release.

Mystery Shopping

Usage: Typically used to gather information about the quality of service provided by companies from the perspective of a customer.

Mystery Shopping is a market research method in which an individual poses as a regular customer to evaluate the quality of service, products, and customer experience at a business or store. This individual, known as a “mystery shopper,” performs transactions, requests services, or engages in actual shopping situations without revealing their true identity or the purpose of the research.

Characteristics of Mystery Shopping:

Anonymous: The mystery shopper carries out their task without disclosing to staff that they are being evaluated, which helps gather honest and unaffected feedback.
Comprehensive Evaluation: Mystery Shopping can assess various aspects of customer service, including staff attitude, service speed, product knowledge, and product or service quality.
Standardized: Mystery shoppers are typically provided with a script or specific checklist to ensure that all important factors are evaluated consistently.
Detail-Oriented: This method allows for detailed and accurate information on how a business actually operates from the customer’s perspective.

Objectives of Mystery Shopping:

Measure Service Quality: Assess the professionalism and effectiveness of staff in serving customers.
Ensure Operational Standards: Determine if stores or branches adhere to company policies, regulations, and standards.
Identify and Improve Weaknesses: Help businesses recognize weaknesses in customer service and implement improvement measures.
Monitor Competitors: Mystery Shopping can also be used to compare a business’s service with that of competitors.

Applications of Mystery Shopping in Market Research:

Retail: Evaluate the shopping experience at retail stores, from convenience stores to large shopping malls.
Restaurants and Food Services: Assess service quality, food, and overall experience at restaurants, cafes, and fast food chains.
Banking and Financial Services: Check service attitudes and procedures at bank branches, financial service counters, and transaction points.
Hotels and Tourism: Evaluate customer service and experience quality at hotels, resorts, or tourist destinations.

The Mystery Shopping Process Typically Includes:

Define Research Objectives: Determine specific aspects to be evaluated, such as customer service, sales processes, or compliance with regulations.
Select and Train Mystery Shoppers: Ensure that mystery shoppers understand their tasks, scripts, and evaluation criteria.
Conduct Shopping: Mystery shoppers visit the selected location, perform transactions or shopping scenarios according to the script.
Report Results: After completing the task, mystery shoppers submit detailed reports on their experiences, including observed and evaluated factors.

Mystery Shopping is a crucial tool in market research and quality management, helping businesses understand how their services are delivered from the customer’s perspective, and providing a basis for improvement measures to enhance customer satisfaction and business effectiveness.

Immersion

Usage: Often used to gain deep insights into customer behaviors, habits, needs, and motivations within their actual living environment.

Immersion in market research is a qualitative research method where the researcher or participant fully immerses themselves in the living environment, culture, or context of the research subject. The goal of this method is to gain a deeper understanding of consumer behaviors, attitudes, values, and experiences within their real-life context.

Characteristics of Immersion in Market Research:

Real-Life Integration: The researcher or participant integrates into the daily life of the research subjects, observing and directly experiencing the situations encountered by the subjects.
Natural Observation: Unlike other research methods, immersion allows for the observation of natural behaviors without interference or influence from an artificial research environment.
Active Participation: Instead of merely observing from afar, the researcher actively participates in the subjects’ activities, helping to gather richer and more authentic information.
In-Depth Understanding: Immersion helps the researcher uncover cultural, social, and psychological factors influencing consumer behavior that may not be easily identified through other research methods.

Objectives of Immersion in Market Research:

Understand Consumer Context: Identify factors affecting purchasing decisions, product use, and customer experience within their real-life context.
Uncover Hidden Needs: Identify needs, desires, and issues that consumers may not consciously recognize or easily express through traditional interview methods.
Develop Relevant Products: Provide data and insights to develop or adjust products and services to better match the actual needs of consumers.
Improve Marketing Strategies: Gain a deeper understanding of how consumers interact with brands and products, leading to more effective marketing strategies.

Applications of Immersion in Market Research:

Consumer Behavior Research: Gain deeper insights into consumer habits, lifestyles, and values by participating in their daily lives.
Consumer Culture Research: Understand how culture, customs, and social environment affect consumer behavior across different markets.
New Product and Service Development: Identify opportunities for new products or services based on the actual needs and desires of consumers.
In-Depth Customer Research: Gain a better understanding of a specific customer group, such as a particular age group, occupation, or geographic area.

The Immersion Process Typically Includes:

Define Research Objectives: Set specific research questions that the immersion method will address.
Select Subjects and Context: Identify the consumer group or specific context the researcher will immerse in.
Participate and Observe: The researcher immerses themselves in the subjects’ lives, participates in daily activities, and observes behavior in a natural context.
Document and Analyze: Collect data from the observation and participation process, then analyze to draw important insights.

Immersion is a comprehensive research method that provides a realistic and thorough view of consumers, helping businesses develop products, services, and marketing strategies that better align with the actual needs and desires of the market.