Field Execution · Methodology

We Field.
You insight.

We map every engagement to the research decision it's meant to inform then build the methodology to produce data that actually answers it.

GDPR-alignedAudit-ready38 marketsMixed method
The research challenge

Five research decisions. One execution partner.

The best way to frame a research brief isn't by method it's by the decision it has to serve. Every study we execute maps to one of five client needs.

D1

Discover

“Help me understand what I don't yet know.”

Exploration: who the customer is, how big the opportunity, where the white space sits.

Usage & AttitudeMarket SizingCustomer SegmentationB2B ResearchExploratory Qualitative
D2

Define

“Help me sharpen who we are and where we play.”

Positioning: brand meaning, competitive landscape, equity.

Brand Health TrackingBrand Equity ResearchCompetitor ResearchAudience Definition
D3

Develop

“Help me de-risk what I'm about to launch.”

Validation: will it work, which version wins, what should it cost.

Concept TestingProduct & Sensorial TestingPackaging ResearchPricing ResearchComms Testing
D4

Deploy

“Help me win at the moment of truth.”

Execution context: shelf, store, screen, or service moment.

Shopper ResearchRetail AuditMystery ShoppingOutlet Survey
D5

Diagnose

“Help me see what's working and what's not.”

Performance: tracking, impact, and programme evaluation.

Longitudinal TrackingImpact EvaluationM&E FieldworkCustomer Experience
Our capabilities

Five execution phases.

Not a service menu. An execution architecture. Each phase produces documented outputs that feed a complete QC trail.

01
Study Design & Instrumentation

We make your methodology field-ready.

We translate research designs into instruments that survive contact with the field, adapting for local context and building QC checkpoints before a single enumerator is deployed.

Instrument designCognitive testingPilot & pre-testing
Deliverable

Field-tested instrument with pilot results, cognitive testing notes, and a pre-field QC sign-off memo.

02
Sampling & Frame Construction

Defensible samples, documented completely.

We build sampling frames from administrative data, satellite enumeration, and community mapping. Every exclusion is justified and documented for audit.

Probability samplingFrame documentationHard-to-reach
Deliverable

Complete sampling report with frame methodology, exclusion rationale, and coverage assessment.

03
Field Execution & Enumerator Management

Local teams. Real-time oversight.

Language-matched enumerators, back-checks on 15% minimum, GPS validation, and audio audits, built into every engagement as standard, not optional.

CAPI/CAWI/CATIGPS validation15% back-checksLive dashboard
Deliverable

Daily field progress reports, supervisor log, GPS-stamped interview records, and final field execution report.

04
Data Management & Quality Assurance

Clean data with a QC trail to prove it.

Logic checks, range validation, consistency flags, and duplicate detection. Systematic, not manual. Every cleaning decision is logged and attributable.

Logic validationCleaning logParadataGDPR-aligned
Deliverable

Clean dataset with full cleaning log, QC flag report, paradata file, and data quality memo.

05
Qualitative & Mixed-Method Execution

Depth that scales without losing rigour.

IDIs, FGDs, KIIs, ethnographic observation, executed by qualitative researchers, not repurposed enumerators. Mixed-method designed from the start, not retrofitted.

IDI / FGD / KIIThematic analysisTriangulationEthnography
Deliverable

Verbatim transcripts, thematic codebooks, researcher memos, and integrated findings.

Quality standards

Every phase backed by a published QC trail.

Our quality standards are contractualised: seven documented checkpoints from instrument design to data handoff. See exactly what we hold ourselves to.

View our QC standards →
01

15% back-checks minimum on every engagement

02

GPS-stamped interviews by default

03

Every data cleaning decision logged

04

Real-time client dashboard during fieldwork

05

Paradata file with every clean dataset

Request our methodology documentation.