The Levada-Center uses various methods to collect quantitative and qualitative data: door-to-door and street surveys using tablets, telephone and online surveys, focus groups and in-depth interviews. The research design is developed individually for each project based on tested methodology and takes into account the preferences and resources of the client and the objectives of a particular project. We can offer a standard nationwide omnibus survey conducted on a regular basis.
These surveys allow a quantitative assessment on a limited number of questions from a large number of respondents. The information obtained is processed using statistical methods. The survey data collected from a representative sample enables us to extend the results to the entire population of the studied group. We conduct interviews using a formalized, structured questionnaire with closed and open-ended questions. The Levada Center uses various methods of quantitative data collection.
We recommend surveys by the method of personal interviews in the respondent’s home (CAPI / with tablets) for complex projects that require a detailed dialogue with respondents. Such projects require longer interviews, experimental questions with a large number of options administered to samples of different complexity levels. Tablet technologies allow us to demonstrate visual content, which makes it easier for respondents to understand text or graphic information.
For questionnaires with a smaller number of questions we conduct street surveys (CAPI / with tablets). This research format, unlike telephone surveys, allows us to display visual materials and is most convenient for surveys in the city districts as well as in parks, shopping malls, recreation areas, etc.
Telephone surveys (CATI) are perfect for quick measurements on simple short questionnaires. In a telephone survey we can call randomly dialed phone numbers (RDD), numbers provided by the client or that of different target groups (including entrepreneurs, people living in a certain territory, high-income groups or groups categorized by different interests).
Online surveys (CAWI) are convenient for studying customer behavior, testing narratives or visual content. This method is applied to research target groups, where it is not necessary to extrapolate findings to the adult population of the country as a whole, but it is important to determine the differences in the reactions of different segments or to identify dominant opinions.
Monthly omnibus survey
The all-Russian omnibus survey makes it possible to track time series data e.g. on a monthly, quarterly basis, etc., which provides a high level of accuracy and representativeness of the data. This survey allows you to ask a few questions to a standard nationwide sample of people instead of conducting a separate study. We carry out surveys in a format of personal interviews, a CAPI with tablets, route household samplings. We poll 1,600 people – residents of the Russian Federation aged 18 and older – covering all federal districts, 50 regions of the Russian Federation, 137 polling sites, including 97 urban and 40 rural areas (more about the omnibus survey methodology).
Experimental research plans
Using an arsenal of technological solutions, we conduct research with an experimental plan. This option is perfect for projects where the task is to test the effect of some information or visual content and get the analysis of the cause-and-effect relationships between the phenomena under study. For example, how a certain news article influences the attitude towards the problem in question or which brand logo is better perceived by the consumer. The range of materials to be analyzed may include videos, handouts, images, audio messages, and textual information.
For these tasks, we randomize the sample to define the necessary number of subgroups and the control group. We also randomize blocks of questions and answer options. We have extensive experience in conducting surveys with a complex experimental design in line with high academic requirements and are ready to choose the best solution for testing your hypotheses.
Protection of intellectual property
Research in this field estimates the public awareness of a trademark, identifies the facts of unfair competition, confusing similarity, misleading consumers about a manufacturer or service provider. The Center’s research has been successfully used in IP disputes with more than 30 trademarks recognized as well known based on our research. We develop research design individually for each project based on tested methodology and take into account the client’s preferences and resources, and the objectives of a particular project.
Study of user experience
Conducting product interviews with users allows us to look into the value and product selection strategies for each customer group, the context around product usage. Research can be focused on digital products as well as on advertising materials. With the help of a mobile bot it is possible to collect user diaries and effectively study the consumption of FMCG products in real time. Sometimes the product development includes research of customer experience. In this case, research tools are adapted to changes in the customer’s perceptions of the product or service.
With the help of a Telegram bot, we poll users of the messenger, collect open responses, and conduct quick tests. Our bot allows us to get users’ reactions by diary method: text comments, media content, geolocation. The scoring system tracks activity and rewards users. The built-in voice transcription service removes communication barriers and makes filling out the diary part of the daily routine. The method is effective when researching FMCG products.
The Telegram bot can be used to organize mobile online panels with a focused and hard-to-reach audience, for example, high-income or young consumers of certain product categories. It collects responses significantly faster than survey invitations via email. The bot enables us to explore the data in much greater depth than the usual means of surveys on mobile devices and reach out to respondents again.
Focus groups create the situation of a group discussion of the questions proposed by the moderator and record not only the verbal, but also the emotional reactions of respondents, capture the situation of the emerging group reaction to the proposed stimuli and determine the moment of the emergence of public opinion. During focus groups, we receive insights that predict the public reaction to the client’s strategy, promotional materials, and ad creatives.
These interviews study the respondents’ experience, motivation, and reasoning. Unlike focus groups, in-depth interviews are best for research that does not require modeling a group reaction, but captures the respondent’s needs, for example while using a product, and learns the reasons for switching to another product. We also conduct expert interviews of varying complexity with more specific audiences: doctors, business owners, users of a particular product, activists.