Methodologies

Data Collection

Thoroughbred Research Group is ahead of the field when it comes to data collection. We have conducted millions of interviews from our in-house call centers. You'll appreciate the collaborative spirit of your team that delivers accurate, actionable data on time, every time.

Every research effort adheres to our rigorous research standards to ensure quality outcomes. Our industry-leading best practices include:

Training – Continual training of interviewers with an emphasis on in-depth probing to ensure accurate capture of respondent's words and intentions..
Sample Replicates – Sample files are divided into replicates to ensure that difficult to reach respondents are properly represented.
Dialing – Sample is dialed over a period of days, evenly over the shift to ensure proper representation.
CATI Programs – Thoroughly tested prior to fielding and pre-tested in the field to ensure the wording and skip patterns of our program match the approved questionnaire.
Monitoring – Interviewer are monitored via silent audio and computer response on a continual basis.
Validation – Collected data is validated through selected call back interviews.
Data Safeguards – No single interviewer will complete more than fifteen percent of the interviews for any one study.
Interview Analysis – Interviewer statistics are analyzed individually on a daily basis to identify any variances between interviewers.
Online Daily Report – Via our online report portal, clients have real-time access to quota counts, marginals, and other customized reporting.

Qualitative

Our researchers have diverse experience across numerous industries including: utilities, healthcare, pharmaceuticals, consumer goods, banking, retail, and government. We employ a wide range of projective techniques such as mind mapping to explore participants' reactions and opinions.

Since our founding over 35 years ago, we have delivered an insightful view of your target audience's life, perceptions, and brand preferences. Our qualitative studies include:

Consumer behavior
Perception studies
Advertisement comparisons
Branding
Logo testing
Product and service awareness
Usage testing

Flexibility

Researchers must be flexible and intuitive to fully understand consumer beliefs and preferences. Our qualitative methodologies offer you traditional and web-based tools for reaching your target audience.

In-depth interviews
Focus groups
Mall intercepts
Recruitment
Ethnography
In-depth interviews

Quantitative

Experience has taught us that every research project has three primary drivers: scope, budget, and timeline. Through our collaborative process we design a study that strikes the best balance of these drivers to best meet your needs and the needs of your stakeholders. Beginning with a consultative design approach, we provide solutions to your most difficult challenges.

Our full service capabilities guarantee that your research is conducted by Thoroughbred Research Group and not outsourced. We employ a wide range of methodologies including:

Analysis
Consulting
Ethnography
Focus groups
In-depth interviews
Telephone surveys
Mall intercepts
Online surveys
Mail surveys
Mobile surveys
Social media monitoring

Thoroughbred Online

Your Thoroughbred team has fielded countless, unique online studies. From business executives to teenagers, we have our finger on the pulse of opinions, behaviors, and preferences in your target market. Online surveys and focus groups to web panels and chat room moderation are some of the tools we utilize to provide you with business-critical research.

Our proprietary online survey processes ensure that your data is consistent and replicable and that you can rely on the results. Your online surveys will benefit from the execution of benchmarking metrics that include:

Sample Management

Finding the appropriate panel for your target audience
Understanding panel management policy
Sample balancing to ensure balanced representation
Checking age, gender, geographic distributions

Fielding Study

Begin with soft launch
Check data for accuracy and integrity
Address areas of concern
Stratify sample over field period
Monitor age, gender, and geographic distributions

Exclusion of Deceptive Responders

Pattern recognition traps for straight liners and treeing
Timing – variance from the average length
Data checks – variance in data

Eliminating Repeat Attempts

Cookie check
IP address check
Unique IDs and passwords

Real Time Report Portal

24/7 access to data
ASCI file download
Review quotas and marginals
View data disposition and tabs

Consultative. Trusted. Dependable.