Random House Limited uses multiple research approaches & techniques for data collection. 

Qualitative Approach
Random House Limited has a wealth of experience in the use of qualitative techniques. We use qualitative techniques in such a way that we are sensitive to the cultural realities of the various markets we work in thus enhancing the quality of learnings and insights.

Some of the major qualitative techniques we tend to use are:

• Focus Group Discussions (FGDs)
• Mini-Groups/ Quads / Triads / Paired Interviews
• One-on-one Depth Interviews (IDIs)
• Participatory Rapid Appraisal (PRAs)
• Ethnography/Observation/Immersion Studies
• Accompanied Shopping
• Diary Studies/ Panels
• Clinics & Workshops
• Online Communities

Online Qualitative:
Random House Limited has been able to migrate its qualitative research skillset online through the effective use of various digital tools/apps. 
The ways we have done this include:

• The use of various messaging and meeting apps such as Zoom, MS Teams, WhatsApp, Facebook, etc. as platforms via which various qualitative techniques are administered.  
• The use of various customized platforms for journal/ diary feedback / online communities/ etc. For us, this has often required adapting to the use of our clients’ preferred platforms. 
• Video streaming, to enable our clients and other stakeholders to participate in a cost effective way. To ensure excellence and efficiency in the markets/locations we work in, we ensure that trained ICT personnel are on ground to provide the necessary support.

Secondary/ Desk Research:

We have the capability to do secondary/desk research either as a stand-alone or in order to add depth / context as well as additional insights in combination with primary research. 
Our desk research offer is backed by access to very robust, rich online data sources which include a wide range of both local & international literature/publications along with expertise in data mining.

We carry out desk research that helps with:

• Market feasibility.
• The creation of Industry /  trade database(s)
• Basic competitor analysis
• Market Gaps and SWOT analysis
• Semiotics
• Research on distribution and trade logistics
• Route to the market
• Etc.

Being a full-service agency, Random House is able to conduct quantitative surveys of various scales – from dipsticks to national surveys. The types of quantitative methodology/ studies we do include:

• CAPI (Computer – Aided Personal Interviews)
• Paper and Pencil (Face to face)
• Paper and Pencil (Telephone)
• CATI (Computer Aided Telephone Interviews)
• Central Location Studies
• In-Home Studies
• Intercepts
• Mystery shopping
• Trade/ Business-to-Business Studies
• Etc.

Random House is capable of conducting several study types using the quantitative approach, including (among several):

• Usage and Attitude
• Product Testing
• Concept Testing
• Brand Health / Tracking studies
• Audience Surveys
• Public Opinion Polls
• Segmentation Studies
• Pricing Studies/ Conjoint Analysis
• Employee surveys
• Customer satisfaction surveys
• Locational surveys
• Retail Audit/ Census
• Ad Awareness & Evaluation Studies
• Promotion and Score Card studies
• Omnibus Surveys

We have executed quantitative online projects in more than 12 markets in West, Central & East African countries successfully using platforms like STG (Survey To Go), SogoSurvey (from Sogolytics) and other customized online data capture platforms for numerous clients. 

Hybrid Research

In our experience, we have found that some problems are such that a combination of approaches or study types is necessary to provide relevant insights. We have the capability and experience to execute such ‘hybrid’ studies effectively.

Some of the ways we would approach this are:

• By combining techniques from different approaches such as having a qualitative phase and a quantitative phase to a study
• By creatively incorporating  quantitative survey feedback into qualitative sessions and vice versa
• By skillful employment of triangulation to provide best insights to address business challenges.
• By combining or bundling aspects of different study types such as a usage & attitude, product test, a name test and price sensitivity study in the same survey
• In-home placements that afford the opportunity for quantitative feedback followed by qualitative online or face to face qualitative IDIs, Triads or FGDs