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Frequency established since 2014
Sultan Center, Prince Sultan Rd, Jeddah, Saudi Arabia
FREQUENCY is a Saudi marketing & research consultancy that was established in 2014 by Nada Hasanain, a Saudi female pioneer in the field of Marketing Research with 20+ years of experience.
- Research consultancy
- Qualitative research
- Quantitative research
- Secondary research
Qualitative research is: the process of collecting insights based on people’s attitudes, feelings and behaviors towards a certain service, product, or idea. This process includes developing findings & understanding based on the analysis of the gathered insights. When we want to understand the “Why?” for example; (why people act in a certain way & why they feel this way about it?).
- Focus groups
- In-depth interviews
- In- home visits
- Mystery shopper
A focus group is: where a group of people with specific criteria are gathered in one place to discuss a certain topic, led by the moderator.
To ask them about their perceptions, opinions, beliefs, and attitudes towards the product /service /any related matter.
An in- depth interview is: where the researcher has a one to one interview with the respondent.
To make the respondent feel more comfortable, and have a confidential, and secure conversation between the researcher and the respondent. This method is a good tool if you need to get insights from the respondents on a delicate matter, or you are meeting an important person with limited time.
In-home visits are: where the researcher visits the respondents houses to interview them in their real-life environment of testing a product under house conditions.
To evaluate a product in an environment as familiar to the consumer as possible: at home or during daily activities. thus, it is effective in analyzing their actual usage of products and perception behind it. This method is a tool which mainly used with product testing either for cooking or tasting.
Can be used for both qualitative & quantitative research, but mainly for qualitative research
Observation is: where the researcher goes to the shop/ service place to observe the customers in their natural shopping environment, track their movement flow in an isle, and how they interact with services or products.
To observe the actual behavior of the shoppers vs. what they say about their behavior. This method is a good tool if you need to capture elements that respondents may be unaware of, or fail to express in an interview.
Mystery shopper is: where the researcher goes to the shop/ service place behaving like a normal customer to gather information then report the experiences. The identity of the researcher, and their purpose remain unknown to the staff in establishment
To capture the full customer experience, see the service place/ shop the way the customer experiences it, and test if staff adheres to the service level intended by management. This method is a good tool if you need to evaluate the quality of service in your shop /service place or to gather specific information about product/service of a competitor.
Quantitative Research is: designed to measure the opinion of the masses, and perform specific statistics. These statistics should answer the “what?”&“How many” questions Quantitative research often involves trade-off, measuring importance, and ranking attributes.
- Surveys and customer questionnaires face to face
- Surveys and customer questionnaires online
Face to face survey is: where the researcher personally interview taking the respondents through the survey, explaining questions and prober when needed.
In face to face survey there is less restriction on time, so the interview length could extend up to 20 Minutes. Also with the help of the researcher its more guaranteed that the questions are answered and understood clearly. Face to face surveys are a good tool if you want to do a survey.
Online survey: where surveys are published online. The survey could be controlled, and only seen by people in certain locations, with specifics interests, or criteria.
Online survey guarantees fast result, and larger number of responses. It generally should not take more than 5 minutes. Online surveys are a good tool if you want to obtain potentially a large sample in a short time, with quick online automated results/dashboard.
Secondary research is: where the researcher Collects the data from existing research and case studies available online (also known as desk research)
Secondary research saves time, and recourses if the information already exists. And it provides background information and help the researcher understand the topic of research.
Secondary research is useful to understand the landscape of a topic, an intro stage for the research, or to make use of any exiting data online, prior to conducting primary research to avoid repetition.
We serve those who care about knowing & understanding their customers…
- Typically, marketers, business owners, and anyone who is customer-centric.
- In order to nurture sustainability, and plan for growth, we listen on your behalf to your target audiences in order to help you make informed decisions
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