Research Service

Matog Consulting is Nigeria’s top 10 market research and social research company

As a top market research and social research company in Nigeria, we have delivered several market and social research assignments to both private and public sector clients which include top fast moving consumer goods company, Banks, Insurance companies, Telecommunication Regulators, Pension Funds Administrators, Revenue Consultants, commercial units of foreign countries operating in Nigeria, States and Federal Ministries, Central Banks Development Finance Institutions etc.

Our team provide high level interviews with top management and boasts of an array of skills. Our people come from diverse culture, knowledge, academic background, industry experience. Our people are the most talented in research engagement in Nigeria and West Africa. We are therefore best equipped to give you results in market, social and economic research projects.

We focus on the important element of the research report deploying appropriate approach, emphasizing on same in our report.

Our services include:

PRODUCTS/SERVICES

Concept screening and testing

Product use and sensory testing

Product support research:

Names

Designs

Packaging

Pricing

BRANDING & MARKETING COMMUNICATIONS

Advertising pretesting

Advertising tracking

Website usability

MARKET PROFILE & SEGMENTATION

Market Profiling/Awareness, Attitudes, and Usage

Market Segmentation

SATISFACTION

Customers

Users

Employees

Specifically, our quantitative research services covers:

Message Development and Testing

Customer Targeting and Market Segmentation

Corporate Identity and Brand Positioning

Creative Development and Advertising Effectiveness Testing

Product Concept and Prototype Testing

Benchmarking and Tracking

Customer or Member Satisfaction

Market Sizing

Price-Point Research

Quick-Turnaround Pulse Polls

Baseline Studies

Feasibility Studies

Market Entry Studies

Monitoring and Evaluation Studies

 

Matog-top quantitative research company support its clients with qualitative research output deploying  such techniques as live-response feedbacks, one-one interviews, focus groups and other relevant methods.

Wakefield’s enhanced qualitative sessions use proprietary technology to defeat groupthink. Wakefield conducts enhanced qualitative sessions to control for groupthink dynamics that typically arise during traditional discussions. Our technology collects opinions that serve as the basis for follow-up discussions. It allows us to uncover why an attitude or impression is prevailing, and to direct discussion accordingly. This approach is the ideal qualitative method for discussing and exploring brand perceptions or product reactions.

 

Generate comprehensive description of processes, mechanisms, or settings • Characterize participant perspectives and experiences

What are the products of qualitative research? • Recurrent themes or hypotheses • Survey instrument measures • Taxonomies • Conceptual models (or theories)

Fundamentals of qualitative research: Meaning, not numbers • Capturing some aspect of social or psychological life • Putting an organizing framework on the messiness of real life (Braun & Clarke, 2013

APPROACH:

Inductive GOAL: Depth, local meanings, generate hypotheses

SETTING: Natural

SAMPLING: Purposeful

DATA: Words, images; narrow but rich

DATA ANALYSIS: Iterative interpretation

VALUES: Personal involvement and partiality (subjectivity, reflexivity)

How we conduct Qualitative Research

APPROACH                   PURPOSE/APPLICATION

In-depth Interviews:      We explore individual experiences/perceptions/practices in rich detail

Focus groups:               We generate insights into shared experiences and social norms through group discussion

Observation:                 Learn about behaviors in natural setting; learn about cultural aspects of settings or contexts Textual data Various (surveys, stories, diaries, documents…)

Open-ended surveys:  This allows us for the generation and analysis of qualitative data. For example, a survey might be used to investigate not just which political candidate’s voters chose, but why they chose them, in their own words.

The market research we have conducted in the sector is wide ranging and includes:

Market studies

Academic research

Proposition development

Branding research

Satisfaction research

Employee research

Employer perception research

Government Agencies

Stakeholder research

Proposition research

Employer research

Learner satisfaction surveys

Advertising and communications research

Desk research

Market studies

Website evaluation

Research amongst tutors/training providers

Awarding Bodies

Proposition development

Market Testing

Stakeholder research

Segmentation Studies

Businesss Support delivery models

Social, Market & Economic Research Services

We are reputed for the provision of research, market intelligence and evaluation services to a range of clients. Our growing clientele are in business or private sector, national and international governments, development finance institution, international Non-government agencies, multinational businesses, local, state and central governments.

Our services include general research (desk and literature reviews, policy analysis, surveys and data, and qualitative research), market intelligence, monitoring and evaluation, and consultancy.

Our Research Methodology include:

 

Desktop, Online & Literature Reviews

Our team employs ample use of online sources to produce results that are outstanding. We know the appropriate keywords, websites, sources and experts to research to get answers. Customer satisfaction surveys, new product research, brand loyalty, employee engagement and satisfaction are aslo know to be good with this method.

 

Online research methods include the following:

Reading up relevant articles on the chosen topic in the websites carrying them

Watching online videos located by a browser, or by using a search facility such as Youtube.

Using online video platforms

Reviewing international news platform, local news platform, search their archives.

Using the free online library <www.thefreelibrary.com>, or a library from a college or university, to access books or journal articles that can be viewed online.

Accessing relevant materials from online resource that are available free such as www.thefreelibrary.com,

 

Surveys & Data

We conduct surveys & analyse data so that we can pull out information that our clients need. We also do forecasting. Expected number of respondents and datasets can be in the thousands. We are sure to delight you with the results.

Interviews & Focus Groups

We are your best interview guides and experts when it comes to group interviews, one-on-one interviews. We know our subjects and target respondents to elicit response that are critical for each study.

 

Our Research Processes

 

PROBLEM IDENTIFICATION; a research is done to provide solution and as we have earlier discussed before any research work can be initiated a problem needs to be identified, if there’s no problem then there’s no need for a solution, hence, before the commencement of any research a problem needs to be identified, or in the case an issue arises and there is need to discover where the problem lies which will lead to the solution that will be provided.  A well-defined problem will lead to a good research design as a problem well-defined is half solved in cases whereby market research fails it is mostly because the problem wasn’t well defined, identifying and defining the correct problem is of utmost importance if the experts or researcher who wants to conduct a research fails to define the problem fails to define the problem correctly it can lead to terrible consequences and mostly a wrong outcome.

FORMULATION OF RESEARCH OBJECTIVE; this is also an important procedure in conducting a market research as it is very important, a well-defined problem will result to a well-defined objective.  The procedures in conducting a research is intertwined as each step must be followed carefully failure to do that will lead to a wrong result which can result to terrible consequences. In formulating the objective of the research the goal of the research is of paramount importance and the goals formulated will determine the action to be taken by the researchers.

RESEARCH METHODOLOGY; a research design is a framework or blueprint for conducting a market research as it provides a clear plan of how the research will be conducted and serves as a map to the researcher. Research methodology is the science of studying how the research should be carried out, essentially the procedures by which researchers go about their work of describing, explaining and predicting phenomena is called research methodology. A faulty research method will produce a failed research. Choosing a research methodology also involve selecting the source of information, in conducting the research accurate information is needed as the research can also be wrong if the information is incorrect hence the need to carefully select the source of information.

SOURCES OF DATA

Primary source; primary source of information are first-hand information they are directly sourced by the researcher they include observation (indirect and direct approach), interview, survey focus group discussion, e.t.c.

Secondary source; in this case the researcher depends and use data already captured by previous researchers, this may be published or unpublished. Sources include textbooks, proceedings, government gazette report, technical reports thesis, newspapers, journals and so on.

SAMPLE DESIGN; all items under consideration constitute a population, a researcher can then decide to use a certain number or set of the population to conduct his research, rarely will a marketing research project involve examining the entire population that is relevant to the problem. It is left to the researcher to decide the way of selecting a sample/sample design. For the most part, practical considerations (e.g., absolute resources available, cost vs. value, etc.) dictate that one use a sample, or subset of the relevant population. In designing the sample, the researcher must specify three things:

1.1  Where the sample is to be selected

1.2. The process of selection

1.3. The size of the sample

The sample size must be consistent with the relevant population which is usually specified in the problem-formulation stage of the research process this allows the data obtained from the sample to be used in making inferences about the larger population. The process of sampling selection can be done by probability and non-probability method.

PROBABILITY SAMPLING; in probability sample every item has the probability of been included in the sample this implies that all the elements in the population has an equal chance of been selected. Examples of probability sampling include;

Simple random sampling

Systematic sampling

Stratified sampling

Cluster/area sampling

NON-PROBABILITY SAMPLING; non-probability sampling is a sampling technique where the samples are gathered in a process that does not give all the individuals in the population equal chances of being selected. In non-probability sampling items don’t have equal chances of been selected. They include

Convenience sampling

Judgement sampling

Quota sampling

DATA COLLECTION; this implies that as a researcher after selecting your research methodology and design the next thing is to gather and collect information. The data collection phase of marketing research is generally the most expensive and the most prone to error. Mostly, one of the biggest obstacles to collecting information is the need to achieve consistency, research design begins to take on detailed focus as the researcher selects the particular techniques to be used in solving the problem formulated and in carrying out the method selected. Data collection tools include experiment and survey, observation, interview (telephone and personal interview), questionnaires, e.t.c

ANALYSIS AND INTERPRETATION OF DATA; the data after collection has to be prepared for analysis the collected data is raw and it must be converted to the form that is suitable for the required analysis. The results of the analysis are affected a lot by the form of the data so proper data preparation is a must to get reliable results. Data which is presented the same way it was gathered is likely useful to no one hence data needs to be interpreted, tabulated, analysed, edited, coded, classified and made into a simpler form. The type of analyses to be done depends on the type of sampling method and data collection procedure used.

PREPARATION OF RESEARCH REPORT; the research report should include a true and honest report of everything that has been done, the results, the conclusion, proffered solutions, and so on. Two critical attribute which the report must contain include: a technical report that emphasizes the methods used and underlying assumptions, and presents the findings in a detailed manner; (2) a popular report that minimizes technical details and emphasizes simplicity. This is the final stage of the research process, by now solutions should have been proffered.

OUTLINE FOR A MARKET RESEARCH

The format used for a market research is very important, a standard market research should be very detailed and explanatory it should contain the following;

Title page; this includes

The research topic

Table of content

List of tables and graphs

Appendices

Introduction;

An executive summary of what the research is going to entail

Definition of terms

Problem definition

Background of the problem

Problem statement

Problem approach

Research design

Types of research design available to the researcher

Stating the most suitable design for the research

Sampling techniques

Sample survey

Scaling techniques

 

6     Data collection

Source of data (either from primary/secondary source)

Questionnaire development (optional)

Testing of the validity and reliability of the information gathered through that source

7    Data analysis and preparation

Methodology

Data checking, coding, classification, tabulation, graphical representation, cleaning, adjusting, correcting and so on

8   Interpretation of data and writing of the research report

9   Limitations

10   Conclusions and recommendations

11   Summary of work done

 

Our Research Engagement Process

STEP 1:

Project Initiation & Team Selection

We hold preliminary meetings with you to discuss the research theme or topic in greater details. This affords us the opportunity to confirm some of our initial understanding of the issues. The outcome of this efforts are feedback to the team that will deliver on the project assuring that the scope are properly agreed alongside the research objectives. Typically, our research team members would comprise Lead Analyst, research managers, field officers and Partners.

STEP 2:

Prepare Data Systems and Perform Secondary Research

The first task of the research team is to prepare for the data collection process: Filing systems and relational databases are developed as needed. The required low-level data is then identified, and the fields are assembled into figures and charts. Once the organizational framework is complete, secondary research (i.e., data collected from all sources besides interviews) commences.

At start, our field tem prepare for the data collection process, how data will be filed, databases are established.

STEP 3:

Preparation for Interviews & Questionnaire Design

We prepare our research analyst and field officers for conducting the primary research, including interviewing techniques, strategies, questionnaire distribution methods, its design in order to obtain accurate data.

STEP 4:

Performing Primary Research

Valuable strategic information is obtained from market participants, and is then used to modify market models and cross-verify secondary research and competitor insights.

We conduct interviews on chosen respondents, contacts and information we may have obtained from secondary research sources. Information obtained are modelled.

STEP 5:

Research Analysis: Establishing Baseline Estimates

We process data obtained. We agree baseline figures to have an accurate view of the phenomenon.

STEP 6:

Market Forecast and Analysis

To compete effectively, companies also require quantitative estimates of the future growth and qualitative nature of the market. We assist companies with quantifying the future growth and nature of chosen targets including markets, technology and innovations, market drivers, new market entrants, consumer demographics and the like.

We employ our customized method to fuse statistical data with opinion of respondents to forecast future values. The experts consulted include, among others, key customers, government regulators, marketing managers, sales managers, Research and Development managers, business development managers, market research consultants, management consultants, trade press journalists and company executives.

STEP 7:

Final Review and Market Release

The research report is reviewed by an independent team who did not take part in the report. This provides an opportunity for us to verify some of the assertions, estimates and position us to provide our client more accurate reports.

STEP 8:

Customer Feedback and Market Monitoring

We follow up with our customers to obtain feedback so that we can correct any noted errors, inaccuracies and inconsistencies.

Matog is your partner for high level market research  assignments. Contact us today on 08023200801 or email:enquiry@matogconsulting.com to solve that research problem now.

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