Get to the
roots
of your Business Questions
While numbers tell a critical part of most stories, Armature also uses unique qualitative methods to home in on less-quantifiable factors such as:
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Emotional drivers and barriers
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Practical influences that research may not highlight
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Unseen or undeveloped market opportunities
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A complete picture of the market landscape
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Unusual observations that may reveal a hidden truth
We believe in the importance of a strong, open working relationship. Our clients are a crucial source of insight for us. As we do in interviews and focus groups, we work to ensure that you are being heard--and that your core thoughts, needs, and goals are addressed in full.
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We design instruments that allow respondents to demonstrate (in addition to state) their decisions, perceptions, and attitudes
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We write surveys to minimize response bias
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We ask questions that have ecological validity: all the survey tasks and asks mirror a respondent's real world decisions
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We account for inherent biases, for example, by calibration of primary market research data
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We check our work. We inspect soft-launch datafile for accuracy and we run analytics for quality checks at multiple stages during field
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We test assumptions and hypotheses before, during, and after data collection and analytic delivery
And most importantly, we are always learning.