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| Qualitative Research |
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| Qualitative research is used to understand the underlying reasons behind people's opinions, the choices they make and their behaviour. Respondents are able to contribute views in their own terms, unrestricted by tightly worded survey questions. |
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| It is best suited to exploratory studies, tactical research and testing communications materials such as key messages and advertising. It can also be used to identify and understand emerging trends, and is a rich source of ideas for marketing and creative teams. |
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| Qualitative research is commonly conducted at UMR’s specialist focus group facilities in Auckland, or at conference facilities, in workplaces and homes nationally. |
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| UMR uses a full range of qualitative methodologies including: |
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- Focus groups
- In-depth interviews
- Dyad and triad interviews
- Mini-groups
- Creativity workshops
- Online focus groups and e-panels
- Public or industry forums
- Stakeholder workshops
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| UMR has expertise in a range of qualitative techniques, from traditional interviewing and focus groups, to detailed projective and creativity techniques. Our experienced team regularly engage with the range of respondents from CEOs and industry specialists to youth and special needs groups. |
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| Quantitative Research |
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| Clients rely on UMR for accurate, economical, flexible and fast quantitative research that cuts to the heart of the issue. |
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| Quantitative research provides a statistical measurement of any segment of the population and allows clients to confirm findings from qualitative research, establish benchmarks and track changes over time. |
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| Our quantitative methodologies include: |
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- Computer Assisted Telephone Interviewing (CATI)
- Omnibus
- Postal
- Intercept
- Online
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| UMR has in-house call centre facilities Auckland with a CATI system staffed by a team of highly trained interviewers. Having our own facility available seven days a week allows us to finalise a questionnaire in the afternoon, put it into field overnight and present top-line results to our client the next morning. |
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| Omnibus Survey |
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| Clients use our Omnibus survey as a cost effective research tool when they want to gauge nationwide views about virtually any social, commercial or political topic. |
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| Modules for several clients are run in the survey, so an array of demographic questions is shared and the overall cost to each client is greatly reduced. Critical issues or indicators can be tracked continuously, for instance to measure the success of a campaign. |
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| We conduct 750 telephone interviews fortnightly with New Zealanders aged 18 and over. The sample is fully national and random and we cross-tabulate responses by the following standard demographics: |
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- Age
- Gender
- Ethnicity
- Region
- Income
- Occupation
- Vote
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| UMR's Omnibus tracking survey of public opinion is the longest, continual tracking survey of its kind in New Zealand, tracking New Zealand’s mind and mood since 1991. Our research is almost constantly in the field, ready to respond to client demands. |
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| Online Research |
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| Online research can be more versatile, cost effective and efficient than other methodologies. Our expertise covers small ad hoc qualitative projects through to large scale tracking studies. |
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| Our online methodologies include: |
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- General public surveys using UMR’s SAYit online panel
- Surveys among targeted audiences
- Stakeholder or customer surveys
- Qualitative e-panels
- Online focus groups
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| Online surveys have advantages of allowing respondents to complete surveys in their own time, and to enter fuller answers for open ended questions, often eliciting more detail than traditional telephone surveys. |
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| Respondents only need a standard internet connection, email address and web browser. Visual information can be presented online from within the survey. |
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| Literature and Secondary Source Reviews |
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| UMR conducts exhaustive searches of existing sources to inform the front end of projects and capture existing insights. This advances knowledge before fieldwork is undertaken and avoids unnecessary re-inventing of the wheel. Secondary sources include research and statistical data available through government agencies, private sector lifestyle and values studies, subscription-only international research, think tanks, blogs, media organisations, and information and data held by client organisations. |
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