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Consumer Research

Consumer research forms the foundation of many marketing departments. Spire offers both quantitative and qualitative research techniques across all emerging market countries, which we cover. Going beyond mere fieldwork capabilities, Spire’s consultants are well-versed in the nuances of translation, questionnaire design, briefing, interview execution and interpretation of results in the context of Asian as well as emerging market languages and cultures.


  • Face-to-face (central location, home or office)
  • Street intercepts, mall intercepts
  • Phone, internet
In-depth Interviews
  • Guided interview – using basic checklist to make sure that all relevant topics are covered
  • Semi-structured format – free flow conversation to increase insights on participant’s thoughts, feelings and behavior
Focus Group
  • Discuss with a group of 7-10 people or mini-group of 3-5 people, who have been specifically screened to match set criteria
Ethnographic Research
  • In-context observations
  • Central location tests
  • Diary placement
Mystery Shopping
  • Simulating various customer scenarios
  • Testing sales skills, product knowledge, first brand mention and other selling attributes
Retail Audit
  • Assessing in-store environments for hygiene, share of shelf, share of voice, and other attributes
  • Designing and scoring competitive metrics for brand in-store execution

About Spire Research and Consulting

Spire Research and Consulting is the leading research consultancy in global emerging markets. Spire's competitive advantage lies in its ability to deliver actionable intelligence on the external business environment in support of its clients’ strategic decision-making in marketing and business development. Spire's clients include 50 Global Fortune 1000 companies and government agencies in 15 countries. For more information, please visit

For media enquiries, please contact:

Alyssa Tan
Manager, Group Corporate Communications
Spire Research and Consulting
Phone: (65) 6838 5355

Nidhi Singh
Executive, Corporate Communications
Spire Research and Consulting
Phone: (91) 124 654 2062