TOOLS

In our research and consulting work, we apply common industry tools and instruments which can give you insights into virtually every aspect of a market. The Research Tools are building blocks of our projects. Due to our extensive knowledge of the local market, we customize our tools to be perfectly suitable for Myanmar. We advise our customers which tools to pick and how to modify them to reach their goals. For less sophisticated customers, we have template Products and Services for the most common types of information they require and we combine appropriate tools and analysis to deliver those products.

For all our research, we have the capacity to mobilize our people to conduct field work within a short time. By applying tablet-based interviews with voice recording and GPS tracking, we can ensure a high level of data integrity. Our customers can reduce their costs in many cases by making use of our telephone surveys instead of field research. We have a modern Call Center which allows us to conduct several hundred computer-assisted phone interviews per day.

All our market research and consulting work typically starts with Desk Research, where we are identifying already established knowledge about a sector in Myanmar. We are typically screening relevant information using existing resources, such as local press content, online and social media, available market or public reports, and statistical publications by government agencies and associations. The process is then followed by cross referencing and data collating. Desk Research can function as a stand-alone tool for a research project or as the preliminary phase of a more extensive project and an initial step to primary research. Our desk research tool begins with searching for relevant information using existing resources, such as the local press contents, the online and social media, available market or public reports, and statistical publications by government agencies and associations. The process is then followed by cross referencing and data collating. Desk research (also known as secondary research) can function as a stand-alone tool for a research project or as the preliminary phase of a more extensive project and an initial step to primary research.

The In-Depth Interview (IDI) is mainly used as a tool in qualitative research. IDIs are face-to-face discussions in nature. During the interviews, our well-trained moderators utilize a discussion guide containing information that needs to be collected and probe to uncover respondents’ attitudes, perceptions, and behaviors. This tool can be either applied as a standalone research method or be combined in a research project with different tools.

Computer-Assisted Personal Interviewing (CAPI)

CAPI is a face-to-face survey method based on the usage of tablet devices. This tool is mainly applied in quantitative research and provides benefits of routing, thus giving it an advantage over paper-based interviews. Routing, skipping and pre-programmed instructions (such as criteria screening) can be designed to control the flow of a questionnaire. It also eliminates the time and resources for manual data entry. Problems can be identified and corrected at an early stage of fieldwork, since all data is uploaded to our server and analyzed on an ongoing basis. CAPI significantly reduces time and cost of execution and minimizes data entry mistakes.

 

Paper and Pencil Interviewing (PAPI)

PAPI is a process of personal interviewing where our field enumerator holds a printed-out questionnaire, reads the question to the respondent and fills the answers into the questionnaire. We generally recommend our clients CAPI over PAPI due to a number of advantages offered by CAPI. However, if the questionnaire requires a considerable amount of open ended answers, PAPI might be a better choice than CAPI in such a case.


Telephone Survey

Computer-Assisted Telephone Interviewing (CATI) is a tool mainly used for quantitative market research. We have a call center entirely dedicated to telephone surveys with a capacity of several hundred phone calls per day. We apply sophisticated computer software to conduct interviews over pre-defined panels of respondents across Myanmar. This methodology offers our clients numerous benefits over face-to-face survey tools. Benefits include real time data feedback, faster project turnaround times, greater control in managing quotas and questionnaire flow, and significant cost reduction.

 

Web Survey

Computer-Assisted Web Interviewing (CAWI) is a quantitative research method in which data is obtained electronically using online questionnaires. While it can offer fast, reliable and precise data collection, its distinct advantage is the possibility of displaying visual show cards in the questionnaire and it does not require printing the questionnaire. However, the main drawback is that it can only facilitate access to certain target groups (such as internet users, white collar employees) in Myanmar.

The Focus Group is a research technique used to collect qualitative data through group interaction on a given topic. Our experienced moderators use well-prepared guides to garner the views of discussion participants. Focus Groups can be used as a standalone tool when exploration and identification of attitudes, behaviors and perceptions are the all-encompassing research objectives. On the other hand, focus groups can also be used to complement quantitative surveys in several ways, depending on the research needs of a client.

Central Location Testing (CLT)

The Central Location Testing (CLT) is a quantitative method of market research in which respondents are invited to participate in product tests or pre-defined tasks in a specific location. Respondents may be pre-recruited or can be intercepted. CLTs are conducted in a suitable place which can range from a public area to specialized facilities. The tool is used for studies where clients want to introduce or update products or want to test product concepts for R&D purposes.


Home Use Test (HUT)

The Home Use Test (HUT) is a tool of market research where products are given to consumers to use in their home, which provides a natural setting. In situations that require users to have more experience with a product, HUT can be a useful tool. Our field enumerators interview the respondents about product usage before and/or after the in-home test to measure the extent to which expectations are met.


Diary Studies

Diary Studies are a form of qualitative research that is designed to run for a long period of time with the same participants. Respondents are recruited to self-report their activities at specific regular intervals to create a diary of their perceptions, experience, and frustrations. It is a useful tool to study behavior or perception changes over time.

In-home Visit is a research tool in which Thura Swiss’ research teams visit respondents' homes and interview them in their natural environment. This method allows the clients to witness with own eyes what the actual usage of products is, and the value and the perception behind it. In this way, IHVs can be the best method to observe your consumer directly and closely in different socio-economic environment.

Mystery shopping is a research methodology that is used to measure and monitor service performance, and to ensure the delivery of a product or a service is up to the quality intended. Thura Swiss’ well-trained mystery shoppers will experience and measure the clients’ any customer service process or product delivery process, by posing as a potential buyer, and report back on their experiences in a detailed and objective manner. Frequently this methodology is used to support promotional activities and to improve customer satisfaction and retention, among many others.


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