1Plus1 Research, with its team of highly experienced researchers at Zambia Market Research have done scores of In-depth interviews which are a valuable method in market research that provide rich, detailed insights into consumers’ thoughts, feelings, and behaviours. These one-on-one conversations allow researchers to probe deeper into respondents’ opinions and experiences, gathering nuanced data that may not be captured through surveys or focus groups. In-depth interviews can be conducted in-person, over the phone, or online, and often involve open-ended questions that encourage respondents to share their stories and perspectives. These are later analysed by the researchers with the help of transcripts and patterns recorded.

Face-to-face market research involves collecting data through in-person interviews or focus groups, providing rich and nuanced insights into consumer behavior. 1Plus1 Research team at Zambia Market Research use F2F when required and this method is particularly effective for understanding complex attitudes and opinions, and can help businesses tailor their strategies to target audience segments. Conducting face-to-face research can also help build trust with participants, leading to more honest and accurate feedback. By using face-to-face market research, businesses can gain a deeper understanding of their target audience and make more informed decisions about product development, pricing, marketing tactics and many more.

Central Location Tests (CLTs) are a type of market research method where respondents are asked to rate products or services in a neutral, public setting. This technique helps 1Plus1 researchers at Zambia Market Research gather feedback on how products or services will perform in real-world scenarios. CLTs are particularly useful for evaluating in-store experiences, packaging, and branding, as well as testing new product concepts. We have our own CLT’s venues where we conduct tests. By using CLTs, researchers can gain valuable insights into consumer behaviour and preferences, ultimately informing marketing strategies and product development.

CAPI is a survey methodology that combines the personal interaction of face-to-face interviews with the efficiency of computer technology. In CAPI, 1Plus1 Research interviewers at Zambia Market Research use handheld devices or tablets to administer questionnaires, allowing for real-time data entry and reduced errors. This approach is particularly useful for gathering sensitive or complex data, as well as for conducting surveys in remote or difficult to reach areas or areas with limited internet penetration. By leveraging CAPI, market researchers can collect high-quality data more quickly and cost-effectively.

CATI is a method of conducting interviews over the phone using computer software to guide the conversation. It allows 1Plus1 researchers to quickly and efficiently collect data from a large sample size, reducing errors and increasing accuracy. With the help of CATI, our interviewers at Zambia Market Research can easily record responses and skip questions that are not relevant to the respondent, making it a cost-effective and time-saving tool. By using CATI, market researchers can gather valuable insights and opinions from customers, providing valuable feedback to inform business decisions.

Online surveys provide a convenient and cost-effective way to gather opinions and feedback from a large sample size of customers, allowing researchers to gain valuable insights into consumer behaviour and preferences. Through online surveys also known as CAWI, researchers can reach a wider audience, including those who may be difficult to reach through traditional methods. Online surveys can be used to gather both qualitative and quantitative data, providing a comprehensive understanding of customer needs and attitudes. 1Plus1 Research team at Zambia Market Research can script, programme and host online surveys and later the data collected is analysed as well as shared with client in their desired format.

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Online communities provide a platform for researchers to gather insights from diverse perspectives, facilitating deeper understanding of target audiences. By participating in online forums, social media groups, and discussion boards, researchers can collect qualitative data on consumer opinions, behaviours, and preferences. 1Plus1 Research Online communities also enable researchers to monitor trends, track brand mentions, and identify emerging issues, helping to inform marketing strategies and product development. Additionally, online communities can be used to test new ideas, gauge reactions to new products or services, and measure the effectiveness of marketing campaigns.

1Plus1 Research at Zambia Market Research use several applications which help respondents to engage on formats which requires multiple days involvements.

Focus groups bring together a small, diverse group of participants to discuss specific topics, providing valuable insights into consumer opinions and behaviors. Online focus groups can be conducted remotely, making it easier to reach a wider range of participants and reducing the need for physical facilities. This method allows 1Plus1 researchers to gather qualitative feedback and identify patterns and trends in consumer attitudes and preferences.

1Plus1 Research at Zambia Market Research have its own viewing facility where client can observe the focus groups and in case of online focus groups we use platforms and applications which can help client observe as well as hear the conversation in their preferred language.

Usability testing is a crucial aspect of UX design, where real users interact with a product or prototype to identify areas for improvement. Through this process, designers gather valuable feedback to refine the user experience, increasing user satisfaction and conversion rates. 1Plus1 researchers utilize usability testing to validate product assumptions, identify pain points, and inform product development. By conducting usability testing, businesses can gain a competitive edge by creating products that meet the needs of their target audience. We at 1Plus1 Research use UX research for both physical product as well as for mobile and gaming applications.

Ethnography studies involve immersing researchers in the daily lives of their subjects to gain a deeper understanding of their behaviors and cultural practices. At 1Plus1 Research as well as in market research, ethnography is used to observe and analyse consumer habits, rituals, and routines to identify patterns and trends that inform product development and marketing strategies. Observing people in their natural environments, ethnography helps researchers uncover nuanced insights that may not be apparent through traditional surveys or focus groups. As a result, ethnography has become an increasingly valuable tool for businesses seeking to understand their customers’ needs and desires.