Canback Dangel offers market research services to global consumer-facing companies. Our consulting efforts have led us to build an expertise in market research because traditional research firms lack the management perspective and knowledge of statistical analysis required to build predictive models. By now, we have such deep experience carrying out market research in emerging countries that we offer this service on a standalone basis.

We conduct consumer surveys in countries like China, Russia, Argentina, Brazil or Mexico. The results are used to quantify demand drivers, identify consumer groupings or segments, and to understand beliefs and values among people. Our surveys usually incorporate attitude and usage questions and occasionally include concept tests as well.

Because we primarily analyze the results with multivariate techniques rather than with crosstabs, we can use sample sizes down to 150 respondents and still be managerially and statistically significant. These small surveys allow us to have quick turnarounds and be highly cost effective.

Sometimes though, larger samples are necessary to ensure the survey is representative of the general population. We have the capability and experience to handle these large-scale efforts. For example, we recently conducted a survey with more than 4,700 respondents in 15 cities spanning 4 countries.

We employ the following process when we conduct a quantitative consumer survey:

• Canback Dangel together with client executives centrally and at country subsidiaries determine the focus of the survey, quotas and survey method. Canback Dangel then drafts a questionnaire which is revised interactively with the client.

• A research firm is retained to complete the field work. This can either be a firm suggested by the client or by us. We do not have any financial or other interest in research firms, but have had positive professional experiences with a number of firms and thus recommend them.

• The questionnaire is submitted to the research firm for translation and we provide an (SPSS) data map for data entry. The research firm may provide additional input on the questionnaire as well.

• The field work is carried out in 2-3 weeks; results are coded into SPSS or other formats and sent to Canback Dangel for analysis. We provide a basic crosstab document within 3-4 days to our client.

• Over the next 2-3 weeks, we analyze the data and create a managerially focused summary document.

The entire process can take as little as 4 weeks, but typically runs for 2-3 months since the survey specification phase requires input from many constituents and is therefore fairly time consuming.

To maximize the information content in the survey responses, we prefer to work with 5-point Likert scales (and the 11-point Juster scale for purchase intent questions). This allows us to run ordered probit analyses to extract as much information as possible from the surveys. We do not favor rank or multiple choice questions since they are difficult to analyze and carry less information than Likert-scale questions.

Understanding consumers is certainly important, but it will never paint a full picture of whether an opportunity exists or not. Expert opinions are often as important, especially for novel ideas. Canback Dangel has developed a proprietary method called the Sibyl Session to elicit expert opinion efficiently. A Sibyl Session is a combination of a Delphi study and a focus group aimed at finding demand tipping points for products and services.

• The Delphi method is a systematic interactive forecasting method based on independent inputs of experts. A panel of carefully-chosen experts state—through a series of questionnaires—when they believe various hypotheses will be fulfilled. From this, a timetable for future developments can be derived.

• A focus group is a social-oriented data collection data collection procedure. Small groups of potential consumers and they provide qualitative perspectives that cannot be used quantitatively. Discussions should be flexible, unstructured and free-flowing.

The Sibyl Session builds on the Delphic notion of using experts to make forecasts and the focus group idea of using free-flowing qualitative observations derived in a group session to identify possible tipping points. Up to 10 experts (academics, industry experts, opinion influencers) are invited to participate in a 4 hour session moderated by a facilitator. During this session, the panelists offer opinions on thematic questions. These opinions are documented and syndicated with the client executives.

As preparation for the session, the experts have been pre-interviewed on the themes and their opinions have been collated into a facilitator’s guide. During the session, the experts are encouraged to expand or enhance on their opinions and the breadth of opinions among the entire panel is discussed.

After the session, the results are codified in a report and important findings are quantified.

A Virtual Sibyl Session accomplishes the same goals, but over the Internet. Instead of a 4-hour in-person discussion, the session runs over the course of a week in an online chat room. Typically, one theme is covered per day. Experts and client executives can post remarks. Themes can be modified from day to day depending on client interest.

At the end of the session, there is a 2-hour live chat where the experts and client executives engage directly around the week’s findings.