At TNS ICAP, our qualitative experts use qualitative research in order to understand the core market context, opportunity and customer intent around a given product service, image or idea. We explore this in detail using the most innovative projection techniques among individuals or small groups, including:

• focus groups
• in-depth interviews
• observational techniques
• diary placement
• clinics and extended workshops
• tele-depths.

At TNS ICAP, we use quantitative research in order to quantify how a product or service is perceived or used.  We develop an understanding of, for example, a business opportunity, by assessing the market potential, unmet customer needs, or by testing out a brand new product or advertising concept, or quantifying and evaluating ongoing brand performance.  We use the most sophisticated modelling and cluster analysis techniques available. Some of the survey methods we use to achieve this include:

• Face-to-face (adhoc, omnibus)
• CATI (Telephone  )
• Postal/mail research
• Online surveys
• Mystery Shopping