How We Work

What We Do

At Accora Research, we concentrate on working with clients to design, conduct and report on quantitative research - online surveys, computer assisted telephone interviews (CATI) and mail surveys - for consumer and business-to-business markets.

We believe that each marketing research project is unique.  We don't have off-the-shelf solutions.  Each project has its own information requirements, it's own overriding factors, it's own budget and it's own deadlines that affect the approach.  Our strength is the ability to provide a tailor-made solution that delivers the information needed and delivers actionable results on budget, on schedule.

 

Research Design

We focus on developing a creative plan to obtain the necessary information in a way that will save time and money and will result in valid and reliable information.  As research professionals we understand the importance of knowing and understanding the marketing information needs of key decision makers; as well as knowing the proper processes and procedures of obtaining that information.  Our understanding of the fundamental principles and application of the technical skills throughout the research process provides a wide variety of information to decision makers.  We know that having technical knowledge of the research process is a fundamental requirement that greatly affects the magnitude of success. 

We believe that a well designed, carefully executed market research project reduces risk, it does not eliminate risk due to the number of variables that affect the outcome of the marketing problem.  Our goal is to provide information and solutions that reduce the amount of uncertainty surrounding a decision.

 

Questionnaire Design

Questionnaire design is an art and a science.  Given the same task and the same parameters, six different people will probably come up with six different questionnaires that differ widely in their choice of questions and line of questioning. There are no hard-and-fast rules about how to design a questionnaire, but we know that there are a number of points that have to be considered in order to be successful.

We strive to collect information that is important, rather than just interesting.  Important information is information that directly assists in making decisions.

 

Analysis and Written Report

During the preparatory work we identify topics that are of particular interest to the decision-maker. Planning discussions have set priorities for must know, should know and could know information.  We focus the analysis on information that is essential for the marketing manager to make the particular decision he/she is faced with.

We believe it's critical to maintain our objectivity if marketing management is to have sufficient confidence in the results to be prepared to make risky decisions upon those results.  We have a responsibility to interpret the data in terms of what it means, instead of what it says.  We understand that data must be converted into information before it becomes useful in decision-making.