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Project Management Process Flow

Depending on the nature of the project, our business development team scopes out clients’ requirements and develops a model/methodology accordingly.

We deploy highly trained Field Teams for all projects. We have a substantial head count in field work out of which the selection of staff for a particular project is based on the nature of assignment and industry.

The field work accounts for 70% of the project in terms of both time and execution. We understand the importance of this function in Market Research and allocate the due weightage to it; therefore, the experience of the field staff in the relevant industries and sectors is a major consideration during the deployment of our field teams.

Having crossed this first step in the formulation of the Field Team for any project, we then proceed with the training of the team, since every project is unique. The relevant experience is utilized by the field staff in knowing the areas where they need to probe or those elements that they need to be aware of. In the field training sessions, we harness this experience and coach the field staff with regards to applying their skills and experience optimally on the project at hand.

This ensures the standardization of the deployment of the project across all respondents. The entire field team is on the same page, therefore, the deviations in data gathering across the entire sample size is maintained within a 95% confidence interval.

This is further reinforced by having the field staff conduct at least 7-10 pilot interviews, which are processed exactly like the overall data has to be processed. This step ensures that not only is the field staff ready for project but also provides valuable insights in the other functions of the project such as Quality Control, Data Entry and Tabulation & Statistical Analysis.

BMR values its authenticity and transparency. Therefore, we have very stringent Quality Control Measures which include both call backs and revisits to ensure that the information being gathered is true to the best of our capabilities. For this purpose, 30% of the total sample is randomly selected for back checking. Some of these respondents are called back while others receive another visit from a new interviewer.

The Quality Control team also reviews 30% of the data punched on a random basis, in order to ensure that the errors of omission and transposition etc. do not go undetected.

Data Production includes three steps. First step is Data Entry for which BMR has developed specialized softwares which facilitate in ensuring high accuracy in data entry. BMR has also acquired mobile devices, such as hand held PDAs and mini laptops which are used by the Field Staff for conducting their interviews whereby which the data being gathered is directly fed into these devices which is downloaded at our data center for compilation. This is to minimize the manual data entry thereby reducing the related chances of the human error as much as possible as well.

The second step in Data Production is the tabulation of the compiled data as per the guidelines established at the commissioning of the project.

The third and final step of the Data Production process is the statistical analysis through cross tabulations of the compiled data.

The Post Analysis primarily consists of various statistical analyses which are conducted in order to ascertain and assess the correlation between different elements of the project for which the data has been gathered. These statistical analyses include t-score analysis, z-score analyses, chi square testing etc.

These analyses provide useful correlation and interdependence of characteristics between the various attributes of the questionnaire which are then used for determining the Insights from the entire study.

With our vast experience in research our expertise lies in these industries:

Advertising & Communications
Customer Experience
Financial Services
Food and Beverage
Government & Public Sector
Household Durables
Luxury Goods
Telecommunications / Technology
Travel & Leisure

Customized Research Solutions

Customized Research employs both Quantitative as well as Qualitative Research Techniques depending on the scope of the project. These techniques are as follows;

    a. Quantitative Research
      i. Mystery Shopper
      • Mystery Shopper is a tool used by Mystery Shopping Providers and  market research companies to measure quality of retail service or gather specific information about products and services. Mystery Shopping is performed by a person called the Mystery Shopper, who is unknown to the establishment. Mystery shoppers perform specific tasks—such as purchasing a product, asking questions, registering complaints or behaving in a certain way—and then provide detailed reports or feedback about their experiences.
      ii. Brand Health Tracker
      • Brand Health Tracker is a long term project aimed at following the prevailing patterns of the various elements of your brand in order to keep up with your brand equity in the minds of the consumers. This exercise can be done on a bi-annual, quarterly, bi-monthly or monthly basis depending on the dynamic nature of the industry within which your brands and products are competing.

      iii. Habits and Attitudes Surveys
      • Habits and Attitudes Surveys are usually conducted in an effort to understand the consumer behavior and thought process involved in determining the use of certain brands to fulfill their various requirements. Habits and Attitudes surveys can also help in identifying consumer needs and new markets for the brands.

      iv. Conjoint Analysis
      • Conjoint analysis, also called multi-attribute compositional models or stated preference analysis, is astatistical technique that requires research participants to make a series of trade-offs. Analysis of these trade-offs reveals the relative importance of component attributes in the minds of the consumers. This is done to predict and ascertain the set of attributes and features that appeal to the brand’s target market the most and help in designing an optimum product.

      v. Customer Satisfaction Surveys
      • Customer satisfaction is a measure of how products and services supplied by a company meet or surpass customer expectation. Customer satisfaction is defined as "the number of customers, or percentage of total customers, whose reported experience with a firm, its products, or its services (ratings) exceeds specified satisfaction goals.
    b. Qualitative Research
      i. IDI’s
      • In-Depth Interviews are one to one interviews with the respondents aimed at understanding the habits of the consumers’ vis-à-vis your brand. This is a qualitative research technique which drills deeper in consumer responses in detail. These techniques act as supplemental tools to large scale research projects where some specifics or greater understanding about certain attributes and behavior is required.

      ii. FGD’s
      • Focus Group Discussions include 6-8 people in a group environment discussing your brand. The discussion is led by a moderator through a discussion guide; however, the moderator does not interfere with the discussion beyond the level of keeping it on the topic at hand and leading it into the basic areas of the research requirement. The discussions are meant to draw out various ideas and understandings of the consumer about your brand.

      iii. Home Visits
      • Home Visits as the name suggests involves visiting the homes of the consumers with the intent to learn more about their daily living habits. How they live, what they buy, why they buy, how they use it. This also gives an insight to the marketers with respect to the consumer behavior and how the consumers can best be targeted by their brands.

Customized Field Solutions

We deploy highly trained field teams for all projects. We have a substantial head count in field work out of which the selection of staff for a particular project is based on the nature of assignment and industry.


Our Data Capturing Techniques:
Depends on the requirement of our clients we can conduct the field work for your studies with the following methodologies.

  • Paper & Pencil

  • Laptop questioning (CAPI)

  • Internet questioning (WAPI)

  • In-depth interviews/hybrid research

  • Telephonic Interviews

  • Studio (Meeting Rooms at BMR office)

  • Audio/Video recording

  • Central location testing

  • Gang Interviews

  • Our Field work team dynamics:
    The Middle East field of interviewers is coordinated, managed and personally supported locally by our own supervisors in many countries.

    Over 1500, some of them multilingual, interviewers work for BMR or our partners worldwide:

  • Around 1600 reliable face-to-face interviewers in the Middle East, South America and in North Africa.

  • UAE: 450 interviewers

  • Saudi Arabia: 400 interviewers

  • Kuwait: 210 interviewers

  • Bahrain: 120 interviewers

  • Egypt: 120 interviewers

  • Qatar: 120

  • Oman: 150

  • The broad range of different qualifications of our interviewers and their high levels of motivation guarantee extremely reliable study results. As well as pay commensurate to performance, fair cooperation with the interviewers is also important to us.

  • We have experienced multi lingual moderators.

  • We can provide milti lingual Simultaneous translation.

  • Our field work Quality Control:

    Every interviewer receives a personal briefing before each study capitalized on extensive ongoing training.

  • Pre-test to 'evaluate' the interviewer

  • Equip all interviewers with an interviewer manual

  • Interviewer hotline is provided for interviewers at all times for queries

  • Intensive briefing of interviewers by project manager (and customer) before each project.

  • Independent monitoring department

  • Quality control of surveys by specially trained moderators for completeness, handling of the survey materials, technical accuracy and plausibility.

  • Quota monitoring by the project manager

  • Monitoring of the interviewers: Telephone and written monitoring of a randomly selected group of people surveyed (usually 30% of the overall control sample).

  • Our Deliverables:

  • Audio/Video CDs

  • Transcripts or content analysis

  • Data in ACSII or Microsoft Excel

  • ContactServices About Us