Data collection

Data collection

Desk research

Quantitative surveys

Qualitative approaches

Quality control

Facilities

Cimigo conduct all fieldwork in-house, Cimigo do not sub-contract to third-party suppliers. Cimigo maintain sampling frames and a strong operations management team to organise and execute projects to the highest standards.

Ethics and data protection

Cimigo adhere to the ESOMAR code of ethics when executing projects and maintain compliance with local data privacy laws. You can view of privacy policy online. Cimigo are compliant with the European General Data Protection Regulation (GDPR) even when these standards are higher than local requirements.

Management

The leadership of Cimigo’s operations team have been with Cimigo throughout Cimigo’s 20 year history. Cimigo is one of the most highly experienced teams and have marshalled thousands of projects and many millions of interviews.

Cimigo’s interviewers go through a 2-day training process with practical tests. Once in field a team of 6 interviewers is managed by an experienced team leader. This high supervisory ratio enhances quality and the motivation of the team.

Quality control

Cimigo build quality control throughout intensive interviewer training, GPS location, voice recording, observation, back-checking, spot check and data interrogation. Cimigo reports include an analysis of the quality control undertaken and actions taken.

100% digital data-collection

Cimigo utilises devices to collect data and GPS locations. This capability enhances both speed and quality control. It obviates the need for manual data-punching, provides enhanced accuracy and enables Cimigo to deliver faster results. With the ability to record interviews (or specific questions) remotely, time questions, validate interview location, attach photos and see interview length Cimigo’s quality control mechanism is greatly enhanced.

National reach

Cimigo has an extensive fieldwork structure with offices throughout the country. Cimigo are able to efficiently reach consumers and gather their opinions and attitudes in a timely and cost-effective manner.

Desk research

Desk research is often an essential part an approach as seen in market exploration, business intelligence and route to market services. Cimigo researchers will augment desk research with primary quantitative surveys and qualitative approaches.

Quantitative surveys

Cimigo will recommend the best combination of approaches to help clients make better choices.

Online panel surveys

Cimigo has built unique online communities with 340,000 active members. Members join for shared mutual passion and thousands of new members recruited on a monthly basis.

Sports for men

Cimigo engage the communities with content around specific areas of interest. GÓC BÌNH LUẬN is an online community for sports fans. It is a place for people who loves sports to listen and share knowledge and experiences in the sports community.

Motherhood for women

GÓC LÀM MẸ is an online community for moms. It is a place for moms to listen and share knowledge and experiences in their family life.

Website to manage member activities, content, games, polls, surveys and rewards.
Facebook fan page to engage with members with fascinating articles and mini games.
Facebook group for members to share and communicate with each other.

Online survey invitations are sent to participants fulfilling basic criteria, to answer a screening survey. Qualified participants will continue to fill the survey online (typically completed on a smartphone). Members will also be invited to join the focus group according to purposive quotas for age, gender, economic class, etc.

Case studies of online survey can be reviewed here

Cimigo also build content driven communities for client proprietary use. Get in touch to learn how Cimigo can build a unique and proprietary community for your brand.

Personal interview surveys

Cimigo utilises devices to collect data and GPS locations. This capability enhances both speed and quality control. It obviates the need for manual data-punching, provides enhanced accuracy and enables Cimigo to deliver faster results. With the ability to record interviews (or specific questions) remotely, time questions, validate interview location, attach photos and see interview length the quality control mechanisms are greatly enhanced.

In home use tests

In home use test studies are conducted in-person or online via videocall. Products are safely and securely packed before distribution to respondent homes. Timely feedback is collected on smartphones.

Whether it be for a washing detergent, a beauty regime, a children’s milk or a rice cooker, Cimigo will recruit the target consumers in the identified segment to use the product at home. These participants will put aside their ‘usual’ product and use and evaluate your product, providing feedback with video, images and answers to questions on the Cimigo OnMobile application, after (and often during) their use.

In home use tests are critical in many categories where experience can change with continued use, through saturation, boredom or different occasions of use.

Central location tests

Typically employed for sensory testing, be that; apples, rice, sauces, beverages, candies, motorbikes or cars. Cimigo will recruit the target consumers in the identified segment to visit Cimigo’s in-house testing facilities where in a controlled environment (de-branding, consistent testing protocols, temperatures, serving equipment, stimulus exposure, processes, etc.) they can test the product and Cimigo can collate feedback from interviews and in-depth interviews.

From food and beverages to personal care products, whether your product is easy to use or requires complex preparation, Cimigo’s dedicated team of product test specialists will design and execute the best approach to meet your product benchmarking or development objectives.

Central location test studies are conducted in spacious and brightly lit venues. Cimigo use medical-grade partition screens and stringent hygiene protocols ensure safety of the research team and consumers. Cimigo have a dedicated pantry and product preparation area which is staffed by experienced supervisors. Scales, thermometers and other equipment is used to ensure consistent product serving. Shelving, refrigeration and display options are available for packaging tests to ensure your product is shown the same way customers will encounter them in stores.

Smartphone data collection

Cimigo is the Cimigo OnMobile application for consumer diaries, on-site feedback or auditing. The smartphone enables discrete, always on and a personal touch for;
diaries, mystery shopping, on-site feedback, retail audits and geo-location studies.

Telephone surveys

Cimigo maintain telephone interviewing stations in multiple cities across the country. Cimigo have the capacity to complete up to 1,200 interviews per day. All interviews are recorded for quality control purposes. Telephone surveys are commonly used for polling, customer experience, event feedback, advertising recall, mystery shopping and price auditing.

Qualitative approaches

Cimigo have highly capable moderators with experience across different categories, target groups and areas of exploration and development. Cimigo will recommend the best combination of approaches to help clients make better choices.

Online insight communities

Custom-built insight communities let you connect with customers for short or long-term engagements; collect real-life, in-the-moment insights through the mobile community’s application.
A deep immersion in participants’ lives through an “always on” device to provide;

An online community convened specifically for qualitative research, the community is hosted on a private mobile platform where participants discuss topics and respond to stimuli and tasks using a specialised smartphone application. Participant criteria, number of segments, length of engagement and discussion topics are tailor-built to answer your business objectives.

Participants are recruited and carefully curated for maximum engagement. They key advantages of an online mobile insight community include:

“Live”, in-the-moment responses for better occasion-based context.
Deeper insights using multi-stage or longitudinal studies over several weeks or even months.
They are flexible enough to adapt to evolving topics and ideas and enable a rich dialogue supported by photos, videos and online examples.
Topics are fielded within minutes of your next inspiration strike or urgent issue.
All expertly managed and guided by experienced Cimigo researchers.

Cimigo build content driven communities for client proprietary use. Get in touch to learn how Cimigo can build a unique and proprietary community for your brand.

Ethnography

Cimigo believe that ethnographic immersions provide the most insightful qualitative insights into consumer lives, tensions and in depth use of products and services. You may attend in person or via a live feed with simultaneous translation. The combination of observation and subsequent in-depth probing is all powerful. To this end Cimigo use ethnography in TrendTours and innovation programmes.

In-depth interviews

In-depth interviews are often an integral part of market exploration, business intelligence and innovation programmes. One on one moderated interviews are used to unearth trends, points of delight and friction, consumer jobs to be done, needs and gaps being underserved, motivations and barriers. All with an intent to find opportunities for brands to leverage.

Focus group discussions

Focus groups are an efficient way to undergo initial market exploration in order to understand consumer behaviour and attitudes and to evaluate and iterate concept and communication ideas. They are one of tool in a box full of qualitative tools.

Insights are typically far better unveiled through ethnographic observation over and above listening to consumers rationalise their behaviour when amongst a peer group.

Cimigo have multiple focus group facilities on-site with viewing facilities, equipped with high-quality recording and streaming. Remote video group discussions or interviews powered by Zoom with both local language and simultaneous translation.

Quality control

Cimigo maintain an independent quality control management and teams. This rigour combined with quality control protocols is 100% transparent. Cimigo reports include an analysis of the quality control undertaken so Cimigo’s clients are assured that the quality of data collected is leading to valid results and recommendations.

Quality control rigor

Cimigo’s operations systems and training team, recruit and train interviewers. The two-day training programme covers;

Interviewers are briefed on the survey in detail and have to conduct both internal and external pilots. Interviews are observed during their initial interviews and must pass qualifying criteria to work on a Cimigo project. Clients whom truly care about the quality of data collection participate in this process and are able to observe (and have the veto power to reject interviewers).

In field interviewers are surprise spot checked and observed. Further a separate team will randomly revisit 20% of participants to check the quality of the interview. Office bound quality control staff check the GPS location, interview duration, specific question duration and randomly listen to 20% of interviews audio files. These audio files typically cover specific questions that present challenges such as complex stimulus, rotated attributes or open-ended probing.

Where a mistake is identified, 100% of the interviews conducted by the corresponding interviewer, will be checked before being accepted (or rejected) into the final sample.

Data is further validated using algorithms to determine irregularities amongst participant response patterns.

The process is 100% transparent, Cimigo’s quality control reports are shared with clients and provide analysis on all quality control processes deployed.

Different data collection approaches have further differences in the quality control deployed.

Online interviews quality control

Quality control is addressed through internal controls and independent third-party validation. Invalid responses are removed from the sample and the respondents are removed from the community.

Validating time to complete survey and specific questions.
Consistency of answers across questions and surveys.
Demographic validity across surveys.
Engagement in open ended questions.
Linear response to scale questions.

Independent third-party artificial intelligence quality control using Clean ID which uses over 30 forensic flags to determine the likelihood of fraud in survey responses.

Quality control for qualitative recruitment

Recruiting the right target whom are both open to share and are articulate is important to maximise the limited consumer interactions normally undertaken in qualitative focus groups, in-depth interviews and ethnographic immersions. Cimigo quality control team ensure that the participants match pre-determined recruitment criteria with 100% checks both in field and at the venue. Cimigo maintain a photo database for image matching to ensure the same participant does not re-join subsequent projects.

Personal interviews quality control

The quality of data collected is 100% correlated with the quality of analysis. Personal interviews in all interview approaches go through rigorous quality control.

Central location test quality control

Participants in central location tests are typically recruited at home and bought to Cimigo’s in in house testing facilities at a pre-arranged schedule. Quality control happens ahead of the testing date at the participant’s home and also on the day of the test.

Telephone surveys

All interviews are recorded for quality control purposes. Further one supervisor randomly listed to calls amongst 6 operators randomly for live quality feedback and support to interviewers.