Our team has extensive expertise in quick and customised research to help client with their decision making efforts. This is evident from various custom research projects that have been successfully executed at Knowledgefaber.
Primary ResearchPrimary research is conducted to unearth original data for a specific purpose, or to solve a specific problem. It is more focused than secondary research and yields insights that can help companies make informed decisions based on facts. There are many ways to conduct primary research. We at Knowledgefaber use most of these in our projects: |
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Types of Primary Research
| Surveys – This is most commonly & extensively methods of primary research used at Knowledgefaber. We have conducted various customer surveys that have helped organisations understand their customers' needs, measuring satisfaction and identifying priorities for improvement, which are closely linked to improving customer satisfaction and loyalty. Application: Knowledgefaber has applied the survey techniques for various projects like Mobile device design strategy, VAS content customisation (Rural market in India), Company brand perception, Consumer feedback for a nutrition product to Consumer surveys for a car interior design for a specified model. |
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In-depth Interviews – In-depth interviews are most efficient way to unearth industry trends, insights, challenges and industry best practices. Process of In-depth interview involves identifying respondents, recruiting respondents, setting up interviews, actual interviews (Data collection) and final validation with the respondents. These interviews can be telephonic, face-to-face or over the Internet.
Application: We have applied in-depth interview approach for many of our industry/market expansion, workforce planning to talent – demand Vs. supply gap analysis projects to gather current/ongoing market trends.
Follow me Home – This primary research process involves studying gathering consumer feedback, understanding his grievances and assessing improvement areas for a product by getting real time feedback from the consumer when he uses the product. Intuit has successfully applied this method for continuous product improvement. Intuit has researchers hang out in stores where Intuit software’s are sold and then ask the buyer to take them home so they can see product usability. Researcher would see how difficult the product was to install. They would analyze everything from time taken to install, how easily the shrinkwrap came off to which lines of direction had the customer brew with a confused look on face.
Application: Knowledgefaber applied this technique to understand design flaws of a power tiller for a leading agricultural equipment maker in Karnataka. We studied consumer right from the time he bought the tiller to the way he tilled the land analyzing and getting feedback on various design necessities for optimal use. Similarly we helped an Indian FMCG firm study consumer’s buying behaviour and decision making parameters while buying toothpaste in Gujarat region. We studied, assessed & analyzed consumer behaviour & feedback for various toothpaste brands. We analyzed various parameters or product requirements consumer which affects his buying decision. We also analyzed consumers buying pattern for a period of three months to see if there was any brand shift and what resulted in the change.
| Focus Group – Knowledgefaber focus groups are made up from a number of selected respondents from a specific industry. Highly experienced researchers work with the focus group to gather in depth qualitative feedback. Groups tend to be made up from 10 to 15 participants. Discussion, opinion, and beliefs are captured and further research probes into specific areas that are of interest to the company commissioning the research. Application: We used focused group primary research technique to build a brand positioning strategy for a private technology park in one of world’s leading outsourcing cities in China. Focused group consisted thought leaders, consultants and executives from leading technology parks of the world to discuss value proposition, best practices and strategies for an outsourcing technology park in China. |
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Product tests – This is a very innovative way of conducting primary research based on consumer psyche and behaviour. Product tests are often completed as part of the 'test' marketing process. Various products are displayed in front of the customer and potential customers are asked which product interests them and various other questions about the product. Researcher will contemplate how the product is handled, how the packing is read, how much time the consumer spends with the product, and so on. Knowledgefaber has used this approach to help an Indian mobile handset maker to assess customer feedback for his product design. Product tests were carried out in rural Karnataka which was company’s target area for product launch.
Application: Knowledgefaber has used this approach to help an Indian mobile handset maker to assess customer feedback for his product design. Product tests were carried out in rural Karnataka which was company’s target area for product launch.
| Mystery Shoppers – This research involves primary researcher to pose as real customers and collect data on customer service and the customer experience. This is often used in banking, retailing, travel, cafes and restaurants, and many other customer focused organizations. Application: Knowledgefaber applied this technique to help a chain of restaurant in Pune analyze consumer’s perception of the restaurant brand, their services, food quality and improvement areas. |
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Secondary ResearchSecondary research is conducted to unearth existing data for a specific purpose, or to solve a specific problem. Secondary research can be either targeted or random. Targeted secondary research involves researching a specific industry with the helps of various listed sources for collecting data for analysis. Random secondary research is thought various search engines, blogs, forums, discussion sites, industry groups, chat rooms etc. Targeted secondary research is focused and yields insights that can help companies make informed decisions based on existing data & facts. Knowledgefaber conduct secondary research in multiple ways for most of our projects |
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| Internal Secondary Research – Knowledgefaber has an exclusive internal repository of over 500 industry reports, syndicated studies, whitepapers and articles. Over the years our team has built industry specific databases that are extensively used to execute customised reports for our clients. Application: Knowledgefaber leveraged its internal telecom knowledgebase to develop a roadmap for a content development firm in less than two weeks. |
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| External/Random Secondary Research – Knowledgefaber secondary research team ‘Knows what to look for and where to look, this comes with experience, expertise. Our team follows dynamic secondary research process built over the years due secondary research experience and cyber intelligence research techniques which has resulted in faster output for our clients. Team uses various industry specific secondary research sources that are completely reliable. For Telecom industry our team uses sources like Telecom Regulatory Authority of India (TRIA), GSM Association (GSMA), Cellular Operators Association of India (COAI), Association of Unified Telecom Service Providers of India (AUSPI), IPTV Forum, telecomcircle, medianama, etc. For IT and BPO industry in India our team uses sources like National Association of Software and Services Companies (Nasscom), Associated Chambers of Commerce and Industry of India (Assocham), Indian Information Technology Industry (IITI), India Brand Equity Foundation (IBEF)etc. Application: Knowledgefaber uses random secondary technique for all its research and consulting projects. |
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Paid Sources – Knowledgefaber extensively uses various paid sources for secondary research like Hoovers, Fundoodata, Zoominfo, OneSource, Reuters, Factiva and CNH. Primarily we use these databases to collect industry based financial data, player profiles and market dynamics.
Application: Paid secondary sources along with Knowledgefaber analytical skills helped a telecom VAS start up understand their competitors landscape with analysis on their business strategies, financial analysis and customer growth over the last five years.
