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.

QUANTITATIVE RESEARCH	Surveys Face-to-face (central location, home or office) Street intercepts, mall intercepts Phone, internet
QUALITATIVE RESEARCH	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
RETAIL RESEARCH	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