Market Intelligence is the essences of Business
Market Research helps in understanding of who your consumers are and what they want
Data Collection & Management
Market Research helps you understand your competition and make the right moves.
Market Research helps you identify business problems and fix it with an understanding of the complete system.

Primary Research Techniques

iNORI follows cost effective and right data collection approach on the basis of client’s business and research objectives in mind. The following methods are adopted in iNORI to collect first hand data.

Quantitative Techniques

Qualitative Techniques

Online Surveys (Internet Surveys)

iNORI provides online research surveys to the clients. This approach is highly useful when target respondents are geographically spread across various locations. In this approach, a detailed questionnaire is developed and linked to our website URL. E-mail invitations are sent to respondents along with a URL and password, which directs them to our website to complete the assigned survey. The collected data is stored in a secured server environment regularly. Reminder emails are sent to non-responders to increase response rates. Web surveys can incorporate radio buttons, data entry fields and check boxes, which helps researcher to take response from respondents easily and according to requirement. The cost, speed, and convenience are the advantages of online data collection.

Computer Aided Telephonic Interview (CATI)

iNORI offers CATI data collection from India to U.S and U.K markets. CATI is a tool for quick and effective collection of high volumes of data. In this method, the collection of information from respondents is via telephone connected with a computer system. This computer aided telephonic interview (CATI) involves programming a survey directly into one or more personal computers. Questions will appear on the computer screen. The respondent, with the help of a telephone management system, selects the numbers, dials the sample and enters the responses. The CATI system enables increased interviewing speed and accuracy, and maximizes the yield from any sample list.

iNORI has a set up of experienced India based call center interviewers. The strategic call center partner provides the infrastructure and call associates while INORI executes the engagement and training of the call centre interviewers. The training includes research brief, questionnaire brief, mock calls and voice modulation. Onsite supervision on tone, accent, introduction, courtesy, approach to the respondents, convincing abilities and detailing probing is carried out to improve the performance of the interviewers.

iNORI will start provide CATI data collection from India based respondents soon, to cater the needs of US & UK clientele who wants to conduct research in India.

Face-to-Face/Personal Interviews

In this traditional method of data collection, personal interviews (one-to-one or sometimes one-to-many) are carried out with the respondents. This direct contact method is conventional, easy and more useful for larger and elaborate research. High quality level of data collection with accuracy can be achieved through this method. This method is used for contacting the households, shops/establishments, corporate houses and industries. It helps in application of various sampling methods and results in increased productivity.

Telephonic Interviews

The interviewer fixes an appointment with a prospective respondent in advance for a telephonic interview. The interviewer collects the data by calling the respondent over telephone. These interviews are mostly structured and short time in nature. This technique is followed to collect information from busy persons/ business community. This method is highly suitable when it is difficult to get appointment from such people to meet in person or the target respondents are distributed in various areas of survey centers.

Mailer Surveys

If large volume of respondents are contacted, in short time, and client wants a reasonable response rate, mailer surveys are the right option. These surveys are conducted by mailing the questionnaires to the target segments. The respondents answer the questions and send it back by post. The questionnaires are self explanatory and the questions are direct. Also, mailer surveys can be used for smaller number of respondents, where the respondents can be contacted only through a mail.

In-Depth Interviews (IDIs)

In-Depth interviews are highly useful when a detailed probing is required in most of the questions of a qualitative research study. These are unstructured, direct and personal interview in which a single/ two or three respondents are probed by a highly skilled interviewer to cover underlying motivations, beliefs, attitudes, and feelings on a topic. These interviews are conducted to elicit information from respondents that is difficult to obtain through direct interviews. The interviewer probes deeply to prompt the respondents to elaborate on new ideas by asking several indirect questions.

Focus Group Discussions (FGD)

Focus group discussions are conducted by grouping of respondents of common thinking and interest about a particular agenda under study. The focus group moderator briefs the group about the discussion topic and questions the respondents one by one. The respondents views are recorded in video / audio cassettes.

While conducting the FGD, iNORI gives importance to the following aspects:

  • Recruitment of target respondents (as per client’s norms)
  • Business objectives and parameters for data collection
  • Detailed preparation of discussion guide
  • Location selection
  • Refreshments
  • Pick up and drop facilities to the respondents

Translation, transcription, content analysis and Interpretations are carried out by industry experts.

Observational Techniques

It is a systematic process of witnessing and recording the behavioral patterns of objects, people and occurrences without directly questioning or communicating with them. Observation is one of the effective methods of data collection, frequently used whenever data collection through other methods is difficult.

Mystery Shopping

In this approach, the interviewers visit stores as a buyer. Trained and professional shoppers visit stores to observe the shop, various products and service quality factors.

Mall-Intercept / On-Site Location Interviewing

Consumer intercepts at store location is a great way to investigate a target consumer's experience or reactions while it is fresh in their minds. A mall-intercept interview is a face-to-face personal interview that takes place in a shopping mall. Mall shoppers are stopped and asked for feedback on one or more products or services. The survey may take place in a common area of the mall or in the on-site locations. Prior permission from store manager or authorized executive will be sought before collecting data. The target respondents are contacted only after their purchase is completed.