Qualitative

Qualitative research is an essential component in decision-oriented marketing research. It has been utilized in developing hypotheses about consumer motivation and understanding consumer perspective, in the consumer's own language. Furthermore, it is primarily an exploratory and motivational technique which is used to identity important marketing variables and to suggest the relationships among those variables, so that quantitative technique can be used.

We emphasize nondirective and projective techniques to get In-depth and unbiased results making the best decisions. TOP LEVEL MENA has an expert team of qualitative researchers who involve in the project from start to end to deliver the best market research services.

At TOP LEVEL, the involvement of an expert moderator (10+ yrs. experience) in the entire process of the project is ensured; including:

• Proposal development
• Preparation of Discussion Guide
• Strategic Insights

Quick turn-around time: An expert in-house team of qualitative researchers who handle complete project

Time and cost effective solutions through: Live video streaming facility/Simultaneous translators/CCTV facility/one way mirror room facility

Fast and reliable deliverables i.e. Project schedule, recruitment & fieldwork updates, simultaneous translations, audio & video recordings, content analysis and qualitative report

Partnering with the client: Brainstorming, Identifying need gaps, involvement in strategy and recommendations

Focus Group Discussion (FGDs)

• The standard focus group consists of 8 – 10 respondents and each session lasts from 60 – 90 minutes in the supervision of experienced and well-trained moderator.
• The moderator creates a comfortable, relaxed, accepting and open atmosphere so that participants can take a part in discussion freely and can express their real opinions, thoughts and feelings.
• Focus groups are conducted in rooms with one-way mirrors to allow clients to observe the discussion between participants and moderator.
• Focus groups are ideal in the early stages of research; they can be used as a problem-reduction "filter" when the questions and issues are so numerous that quantitative research is not yet feasible.

Mini Group Discussion

• The standard mini focus group consists of 4 – 6 respondents and each session lasts from 60 – 90 minutes in the supervision of experienced and well-trained moderator.
• The moderator creates a comfortable, relaxed, accepting and open atmosphere so that participants can take a part in discussion freely and can express their real opinions, thoughts and feelings.
• Mini groups are conducted in rooms with one-way mirrors to allow clients to observe the discussion between participants and moderator.
• Mini focus groups are ideal in the early stages of research; they can be used as a problem-reduction "filter" when the questions and issues are so numerous that quantitative research is not yet feasible.

Online Group Discussion

• TOP LEVEL MENA conducts many in-person focus groups every year successfully to support their clients making the best decisions to develop and improve their business and achieve their goals timely. Moreover, It has increasingly been shifting to the Internet i.e. online research. The main reason of shifting to online qualitative research is worldwide reach, internet-adapted techniques, superior sampling, minimal bias, honesty, convenience and thoughtful responses from the target participants.

B2B In-depth Interviews/Expert Interviews

• B2B In-depth interview is a face-to-face qualitative interview technique with business professionals lasting 60 to 90 minutes.
• Normally In-depth interviews are tape-recorded and transcribed with the permission of respondents for further reporting.
• The In-depth interview is the most powerful and comprehensive of the various qualitative techniques to get insights.
• In-depth interviews are used primarily to address behavioral and motivational questions, particularly if unconscious motives are thought to be important.
• In-depth interviews are used when the topic is extremely complicated and much time is needed to cover all the questions.
• In-depth interviews are especially useful for sensitive topics that could not be discussed freely in a group setting.

In-depth Interviews (Individual & Paired)

• The In-depth interview is a face-to-face qualitative interview with consumers lasting 60 to 90 minutes.
• Normally In-depth interviews are tape-recorded and transcribed with the permission of respondents for further reporting.
• The In-depth interview is the most powerful and comprehensive of the various qualitative techniques to get insights.
• In-depth interviews are used primarily to address behavioral and motivational questions, particularly if unconscious motives are thought to be important.
• In-depth interviews are used when the topic is extremely complicated and much time is needed to cover all the questions.
• In-depth interviews are especially useful for sensitive topics that could not be discussed freely in a group setting.

Dyadic/Triadic Interviews

• In dyadic and triadic interviewing, two or three respondents are interviewed at the same time. This approach provides some of the interpersonal stimulation afforded by groups, yet allows the interviewer to cover topics in some depth.
• The dyadic or triadic design lends itself to "confrontation" techniques—users can be paired with nonusers, believers with nonbelievers, antagonists with protagonists—to uncover underlying feelings and motives.

Telephone In-depth Interviews

• Telephone In-depth interviews are cheaper than face to face In-depth interviews in terms of pricing but face to face In-depth interviews are more informative and reliable since 70-80% of communication occurs non-verbally
• The main reasons of adopting telephone In-depth interviews are:
• Covering wide geographical area
• Reaching all kind of population
• Getting sensitive information can be shared that participants might be reluctant to discuss face to face with an interviewer
• Obtaining a speedy feedback on a specific requirement

Ethnographic Research

• Ethnographic designs are qualitative research procedures for describing, analyzing and interpreting behavior, beliefs and language that develop over time

Mystery Shopping

• It is specifically designed to improve performance and to meet the quality standards. Service quality plays an important role in today's highly competitive environment.

Why Mystery Shopping is an important Strategy?

• 95% of dissatisfied customers tell others about their bad experience
• 60% of customers stop business because of poor service
• Dissatisfied customers never tell their bad experience to bank
• Unhappy customers are the greatest source of learning

What are the benefits of Mystery Shopping?

• Monitoring and measuring service performance
• Physical evidence and team evaluation standards
• Identifying gaps in services
• Determining customer preferences

How does it work?

• Developing checklist
• Creating scenarios
• Mystery shopping visits
• Set up scoring
• Mystery shopping visits
• Report findings