Memory Eki Limited

Qualitative research is an exploratory research that focuses on understanding people’s awareness, beliefs, attitudes, behaviors and experiences through the collection of verbal responses. (non-numeric data)

Qualitative research is suitable when you want to get a boarder picture of the research topic or when you want to get an insightful thought of your target respondents.

Focus group involves facilitating a small group discussion with participants who share common characteristics or experiences that are relevant to the research topic.

Each focus group usually includes 4-8 participants, with an average of 90-120 minutes typically.

The goal is to gain insights through group conversation and observation of dynamics.

In-depth interview usually is a one-on-one conversation.

During the interview, the moderator has enough opportunities to explore the research topic deeply, including but not limited to the awareness, perception, beliefs or root causes of likes or dislikes. 

This is particularly useful when the enterprise has some niche areas to be explored and need to recruit professionals of the industry to express their views.

Product testing or user experience evaluation is a process of gathering feedbacks directly from the users or potential customers. 

This study is particularly useful when the enterprise plans to emerge new products or services in the market. 

They can fine-tune their products or services, or include some value-added elements which can help enhance the satisfaction level of the enterprise and eventually boost up sales volume or brand image.

Quantitative research is a type of research that collects and analyzes numerical data. It typically involves a large sample size and uses statistical analysis to make inferences about a population based on the data collected.

Quantitative research is suitable when you have a certain knowledge about the market and want to prove the validity of the hypothesis, measure and quantify variables, relationships, and patterns within the data collected.

Mystery shopping is a consumer research which allows businesses to test the existing products or services.

Mystery shoppers are anonymous and dress up as normal customers to purchase the products, visit the shops or restaurants or complete a consumer experience. 

They use the predefined survey that designed by the researchers to evaluate different attributes.

Since the shoppers are anonymous, the results can better represent the actual performance of the businesses and also provide insights to the management on the areas of improvements.

Street intercept interview is a face-to-face approach to collect feedbacks randomly from the target customers. This is the direct and immediate way to reach the customers with different ages, background, incomes and profile. 

In order to enhance the representative, random selected approach will be applied in order to minimize the bias. 

A predefined questionnaire will be designed by the researchers based on the research objectives. Unlike mystery shoppers in which the shoppers pretend to be a customer, street intercept interview knows the direct response of the actual customers better.