Field market research is a source of data needed to better describe specific segments of the market. Field research helps clarify the market data, obtain arrays of information missing in the official and industry bases. Moreover, field research enables to measure the attributes of market participants and business processes. This increases the reliability of forecasting both market situation in general and the prospects of a particular business. Another advantage of the field research is a high degree of data relevance compared to information from the secondary sources.

IBcontacts company offers services on elaboration and conduct of field market research, as well as interpretion of data obtained.

Field research involves several stages:

Stage 1. Formulation of the research concept, which includes formalizing a research setting, specification of the indicators to be assessed and focus groups, as well as selecting an appropriate data collection methodology.

Stage 2. Data collection, which is carried out in accordance with the method defined in the first stage (CATI, CAWI, and face-to-face interviews, surveys at the points of sale, the measurement of attendance, etc.).

Stage 3. Validation and refinement of the data enable to achieve the given level of reliability.

Stage 4. Interpretation of the data, which results in an analytical report writing and preparing presentations of research results.

Field market research can be conducted separately or can be a part of a larger task (for example, a project on attracting international finance, investment memorandum, M&A transaction etc.).