Quantitative Fieldwork

Numbers you can stand behind

We run quantitative fieldwork across China with the same care we put into every recruit, checked at every stage by our quality control procedures.

Methods

• Online surveys: fast, national reach, cost-effective
• Face to face (CAPI), pre-recruited: hard-to-reach, senior or sensitive audiences
• In-store and mall intercepts: real purchase moments and new-product feedback
• Telephone and CATI: B2B, customer satisfaction and screening from client lists

How we keep data clean

• Interviewers briefed and piloted before fieldwork
• GPS location checks, recordings and unannounced supervisor visits
• Every questionnaire checked twice, and 20% of respondents called back

Practical advice for China

• Keep it short. People are reluctant to give more than about an hour face to face, and far less on the phone or online.
• Sample by tier and region, not just the biggest cities. China’s markets differ widely.
• Adapt, don’t just translate. We localise questionnaires and pilot them before launch.
• Expect cold calls to be screened. Many people ignore unknown numbers, so telephone work is best with pre-recruited or client-list respondents.