Substandard work, confidently delivered
Research design, questionnaires, fieldwork and reporting are flawed — but the deck still looks finished. The error surfaces after the decision has been made.
Capability 04
Fieldwork & Data Acquisition
Reliable decisions start with reliable data.
A nationwide interviewer and recruiter network across all key cities of Pakistan, covering qualitative recruitment and quantitative fieldwork for consumer and B2B studies.
The problem it solves
Everything downstream inherits the quality of the fieldwork.
A questionnaire that was never fully administered, a recruit who does not match the screener, an interviewer who was wrong for the category: none of it is visible in the tables, and all of it ends up in the decision.
The second failure is time. Fieldwork is where timelines slip, and an answer that lands after the moment it was commissioned to inform has spent the whole budget and returned nothing. We run our own network so both the standard and the schedule stay ours to hold.
Insight that arrives too late
Timelines slip. The answer lands after the moment it was commissioned to inform has already passed.
What's included
Every mode the network already runs.
Qualitative recruitment and quantitative fieldwork, for consumer and business-to-business studies alike.
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In-home interviews
Conducted in the respondent's own home, by interviewers selected for the category rather than by whoever is free.
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Street interviews
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Store / exit interviews
At the point of purchase, while the decision the study is asking about has only just been made.
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On-site interviews
Used for business-to-business work as well as consumer studies, at the respondent's place of work.
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Hall tests / CLTs
Central location tests, run against a design agreed with the quant team before the venue is booked.
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Product placements
Placement, usage period and recall — with every recruit verified against the approved screener first.
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Tracking studies
Repeat waves held to the same field standard, so a movement in the numbers is a movement in the market and not in the method.
Sectors the network has already covered
Twenty years of field research, across all key cities of Pakistan.
- Food & Beverage
- FMCG
- Automotive
- Telecommunications
- Retail
- Media
- Advertising
How it runs
Fast, because the standard is set before the field opens.
Speed in fieldwork comes from preparation and from escalation, not from cutting the checks.
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01
Outsmart
Match the mode to the respondent
In-home, street, store and exit, on-site, hall test or placement — the mode is chosen for who has to be reached and what they have to do.
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02
Outsmart
Select the team
The stated responsibility of our head of data acquisition is that the most appropriate and experienced people are on each project.
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03
Outpace
Recruit and verify
Qualitative recruits are checked against the approved screener before the work goes ahead, not after the group has been convened.
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04
Outpace
Run and monitor
Potential issues reach the project manager immediately, which is the only point at which they can still be fixed inside the same wave.
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05
Outperform
Hand over checked data
Completed interviews are edited in full and back-checked before anything reaches analysis.
Related
Proof, once it can be published.
The slots below are built and wired. Nothing appears in them until Stage 3 supplies the engagement and the client agrees to it being named.
Related case study
Scope, cities covered, mode, sample achieved and the timeline held — for a study where the fieldwork was the hard part.
Client approval required
Related insight
Editorial writing on what actually goes wrong in the field, and which of it can be caught while the wave is still open.
Awaiting first article
The rest of the chain