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SDS measurement services are focused on generating accurate, detailed, easy-to-use information. Often, we meet clients who have conducted research in the past, invested time and money in the research process, and ultimately ended up with little useable information. They wonder, "What's the point of research if I can't really apply it?" We believe that research should do more than simply satisfy curiosity. It should be liberally applied to generate tangible results, and that applicability has much to do with the correct approach.
The SDS research process is centered around triangulation. Triangulation is the use of more than one type of research in order to answer questions. The types of research are Quantitative and Qualitative. In essence, Quantitative research is research in which the results are presented as quantities or numbers (that is, statistics) and Qualitative research is research in which the results are trends or themes that are described in words.
SDS offers both Quantitative and Qualitative research techniques. On the Quantitative side, SDS provides Customer Satisfaction Audits, Employee Perception Surveys, Market Research Surveys, and . On the Qualitative side, SDS uses employee, customer, and market research focus groups.
| QUALITATIVE |
QUANTITATIVE |
How and Why?
SDS Service: Focus Groups |
What and How Many?
SDS Service: Surveys |
In short, Quantitative research answers best the questions "What and How Many?" while Qualitative research answers best the questions "How and Why?". Because both of these categories are crucial to insight and understanding, we offer a holistic approach to research that answers all types of questions.
The complementary research methods of surveys and focus groups provide for both breadth and depth of understanding regarding current and potential customers, markets, and employees. Through this holistic approach, we can answer "How and Why" as well as "What and How Many" questions. Because of the depth of the research, we'll help you understand the patterns without getting lost in the data.
The bottom line for your organization? Triangulation produces reliable information that you can use.
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