Research Methodology

Our market research techniques and services provide a suite of solutions that meets the research needs for public, private and Non-governmental sector. We provide full service market and social research services in Kenya, Tanzania, Uganda, Ethiopia, Sudan and Somalia. These market research services and techniques will elevate your business to the next level.

These include:


Quantitative Research

Quantitative market research seeks to discover how many people think, act or feel a particular way and as such this form of research often uses large samples ranging in size from 50 up to 5,000 respondents – through asking all the respondents the same set of questions. Research 8020 adopts a full range of quantitative techniques that include:
  • Household interviews (MAPI, CAPI)

  • Telephonic interviews (CATI)

  • Email & online panels

  • Street intercepts

  • Exit interviews

  • Hall tests

The output of quantitative research are graphs that enable you to measure the extent to which a particular variable affects the target population. To allow for better statistical analysis we recommend that quantitative market research studies take the form of tightly structured closed-question questionnaires.


Qualitative Research

Qualitative research aims to provide an understanding of how or why things are as they are. For example, in a recent study we asked a group of mobile phone users why they choose to use a certain mobile service provider over the others (even though the others had a better offer) – this allows for deep probing including the use of scientific projective techniques to boil down to the reasons why consumers behave the way they do even though they may not be able to explain it or put it into words.

The qualitative research methods we offer include;

  • Focus Group Discussions

  • In-depth interviews

  • Key informant interviews

  • Observation

  • Ethnography

  • Immersions

Unlike quantitative research there is no fixed set of questions, instead, a topic guide is used to explore the issues in depth. The respondents share their own thoughts and feelings which are strategically captured and relayed in form of ideas.


Field Work

This solution is designed for fellow market research agencies who wish to provide us with a research instrument and require us to collect data only or analyze it as well.

We employ a four step quality assurance process for data collection. This ensures that all the data collected is accurate, reliable and of the best quality. We are also able to output data in all conventional formats.

Research 8020 offers the following data collection techniques in all the countries we operate in:

    • Paper and pencil Interviews (PAPI)
    • Mobile Assisted Personal Interviews (MAPI) using: SurveyToGo, ODK, Limesurvey, MagPi and our own in-house research tool: SurveyPlus
    • Computer Assisted Telephonic Interviewing (CATI)
    • Focus Group Discussions (FGD)
    • In-depth Interviews (IDI)
    • Ethnography

For data collection: We have a stock of 123 tablets and a database of over 200 interviewers in Kenya, Uganda, Tanzania, Ethiopia, Sudan, Somalia, Rwanda and Burundi.

For analysis: We use SPSS, Atlas, R and Stata for quantitative research and NVivo for qualitative research. We can output data in the following formats: SPSS (.sav), Quantum (.pkd), Dimensions, CSV, TSV, XML and HTML.


Data Tabulation

This stage involves verifying of data, checking, processing and tabulating it.

We use SPSS, NVivo, Atlas, Stata, and R and can output clean data in most of the commonly used formats such as CSV, SAV, PKD and Excel.