Once the objectives have been determined, our researches engage in detailed analysis as to how these objectives can be achieved. It is here, that our most valued assets, our highly qualified and experienced researches are relied upon. In this regard we aim to match our researchers with the relevant project, based on past experience and core competencies.
If it concerns a quantitative inquiry, it is important that an experienced market researcher, with knowledge of the product or subject concerned, does the elaboration of the questionnaire. The researcher should also possess an in-depth insight and an advanced knowledge of statistics and market research techniques.
If someone who lacks these qualities does the elaboration of the questionnaire, one runs the risk to ask the wrong questions to the wrong people. And as a result, draw wrong conclusions and make wrong decisions.