Research Expertise - Quantitative

The term 'Quantitative Research' refers to various techniques for gathering statistically significant data that is projectable to the entire population and/or for developing models and insight to better understand specific aspects of a market.
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Efficiently obtaining valid quantitative information requires academic training, field experience and proven expertise in several foundational areas, including:

Sampling
Survey Design
Data Collection
Coding
Data Processing
Statistical Analysis

The Kensington Group's (TKG) foundation in quantitative research is based on master degree work conducted by Chris Everett while obtaining his MBA as well as on hundreds of subsequent quantitative projects that enhanced our understanding of how to effectively implement research in the real world.

Data collection tactics have evolved substantially over the last 30 years. Today, a variety of electronic techniques are often crucial to a project design. The fundamental principles of sampling, questionnaire design, and understanding the basic requirements of coding, data-processing, and data-mining are critical to obtaining valid information when using these techniques. Determining information validity is of utmost importance to quality analysis, resulting recommendations and the ultimate data-based decision.

Over time, TKG has developed quantitative research skills through experiences with diverse projects in specific market settings. While each project was custom designed, there are several basic project types that address most decision-maker information needs:

Market Assessment (Awareness, Attitude/Image, Trial, and Usage)
Concept/Product Evaluation/Development
Service Evaluation/Development
Relationship Assessment (Customer Satisfaction Measurement)
Ad Testing/Impact
Brand Development/Positioning
Competitive Audits

Experience with each type of research project provides a deep foundation upon which to build a custom project design to meet your needs.