01. Understand the brief
Clarify the product, situation, decision and hypotheses. Identify existing knowledge and evidence gaps, then define research questions and boundaries.
PROCESS AND QUALITY
How we conduct research
From the business question and audience feasibility to analysis and discussion. Scope and quality criteria are agreed at each stage.
01
Six project stages
02. Design the study
Select methods, segments, recruitment principles, geography and instruments. Agree scope, schedule and outputs; assess recruitment feasibility for difficult audiences.
03. Check instruments and participants
Prepare the screener, guide or questionnaire. Check clarity and eligibility. Use pilot findings to refine instruments before full fieldwork.
04. Conduct fieldwork
Coordinate interviews, groups, surveys or other agreed methods. Monitor eligibility and completeness. Recording and access are governed by agreed permissions.
05. Analyse and examine findings
Compare evidence and segments, looking for patterns and exceptions. Quantitative interpretation accounts for sample design and limits to generalisation.
06. Discuss decisions
Present findings, recommendations and remaining questions. Connect them to client decisions; implementation workshops are scoped separately.
02
What quality control examines
Audience relevance
Criteria should identify relevant experience, roles or behaviour, not just demographic eligibility.
Evidence quality
Interviews require specific situations and action sequences. Surveys require clear questions, appropriate selection and agreed response-quality checks.
Traceable interpretation
Findings need evidence. Observations, interpretations and recommendations remain distinct; qualitative sample counts are not presented as market statistics.
03
Collaboration and confidentiality
Checkpoints
Agree design, instruments, fieldwork updates and outputs. Scope changes are assessed for their effect on timing and budget.
NDA and access
Discuss contractual terms and access before confidential material is shared. Case publication and raw-material transfer are not automatic.
LOOYS / RESEARCH