Our Services – Precision Edge Research Limited

Desk Research

Here,we focus on literature review as well as existing records from bodies/agencies relevant to the industry or organization we are working on.
We visitand interview all staff, who are involved with the segment of interest. Other areas of focus can also be:
✓ Online Desk Research
✓ Government published data
✓ Customer desk research
✓ Artificial Intelligence (AI)
✓ Social Media – Facebook, twitter, Instagram, etc.
At Precision Edge Limited, we explore the best area of focus on our subject matter.

For all our qualitative briefs, we employ the use of trained and equipped personnel to handle any of the following:
✓ Focus Group Discussion (FGDs)
✓ In-depth interviews (IDIs)
✓ Brain-storming sessions
✓ Paired interviews
✓ Triangular interviews
✓ Observation studies/Ethnography
Qualitative research deals with perception. Our team includes expert qualitative researchers with reputation for accurately capturing consumer perception regarding brands.
By creating innovative scenarios for listening, we painstakingly take the time to understand what the consumer is trying to say,
and position it in a wider strategic context
Precision Limited has several analytical tools that are modeled to excite as it enlightens our clients as well as provide insightful learnings on the objectives under study.
Market Map ----> Gives a clear illustration of consumers perception of product positioning reference to specific parameters
Brand Relationship ---> Gives understanding of consumers perception and attitudes towards a product
Marslows Hierarchical representations ---> Gives a clear illustration of consumers perception of product positioning reference to specific parameters
Brand Affinity ---> Functional and emotional benefits + price = Brand value
Benefit Laddering ---> To determine the optimum benefit of the product to the consumer.

Our trained and skilled Moderators are experts in both introspective and projective techniques.
Mostly, we employ the use of Thinking Hats to improve respondents’ decision making, by looking at the decision from a range of different perspectives.
The Six Thinking Hats, created by Edward de Bono is mostly our style during our exploratory research findings.
Precision Edge Limited is constantly using this model which forces respondents to move outside their habitual thinking style and look at things from a number of different perspectives.
This model allows us to get a more rounded view of the research situation.

Precision Limited also develop custom made solutions to address specific issues facing them. These are what we do at this phase:
✓ We will draft a proposal
✓ Develop our understanding of the project
✓ Recommend an approach
✓ Advise on potential problem areas and likely solutions
✓ Propose timing schedule and costing
✓ Generate a brand strategy document for our Clients
To give you an idea of our up to date research technology solutions, some of our most recent surveys are done using Surveytogo, Kobotoolbox, Check4me or Data Winners tool.

We have a working relationship with some independent but capable and experienced field staff with almost twenty years of standing.
Currently, we are partnered with over 2000 enumerators, 200 contract Supervisors/ team leaders who are multi lingual that we work with pan Nigeria. The outside locations are covered by our partner representatives also who are stationed in each of the 36 states in Nigeria.
We also work in conjunction with universities offering Statistics as a course across the country. We mostly use their Statistics students (both undergraduates and postgraduates) as interviewers in most cases, when we need more hands on our projects. With this, we are catching them young and exposing them to a world of marketing research in Nigeria and Africa as a
whole.
Already, we are partnered with some of them that we engage their students in industrial attachments, internships, NYSC, etc. within our organization.
Therefore, we have access to a large pool of well trained and experienced but non- permanent interviewers who are mostly Nigeria Marketing Research Association (NIMRA) certified with formal contract agreement with us.

Specifically we use the following packages:
✓ Data Processing
✓ Quinput
✓ Powerbi
✓ Epi data
For Data capturing
✓ Quantum, QPS, Microtab and SPSS+
For data analysis
✓ Word Processing/Spreadsheet
✓ Microsoft Words
✓ Excel
✓ Graphic Presentation
✓ Power point
✓ Corel draw/ Page maker
✓ Data Base
✓ D. Base IV

Rigorous quality control measures are applied:
✓ 75% accompaniment of interviewers by supervisor
✓ 75% spot checks by field supervisors
✓ 75% of interviewers’ work validated
✓ 100% in-office (TEC) editing of questionnaires
✓ 100% electronic editing of questionnaire
✓ Verification of 75% of captured data by EDP
The primary duty of field co-coordinators & quality assurance managers is:
✓ To ensure that fieldwork activities are carried out under the strictest quality control standards devoid of compromise and fraud.
Very experienced supervisors will also ensure high standards
✓ All supervisors first work as an interviewer
✓ All have at least 5 years experience before promotion to supervisor.

Business and public sectors need professionally collected and tabulated data that can be used with simple interpretations.
Precision Edge Limited ensures that detailed reports are made available without delay once each study is concluded.
These reports are clear and concise and we present the insights derived from the study using infographics and a language that decision-takers can easily understand and relate with.