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: