Multi-modal

Increasingly our fieldwork teams are deploying a combination of telephone, postal and online in delivering quantitative research projects. Fragmentation in communication media means that using a single approach to elicit the opinions of a diverse respondent base may not always deliver effective results, especially where a project must encompass a diverse mix of customer demographics or business types.

Designing and executing multi-modal studies requires careful structuring of sample quotas, as well as an appreciation of how results may require some interpretation in carrying out subsequent analysis. This can be a complex area and the FDS research teams have developed a depth of expertise in understanding these issues in order that recommendations can be made on the basis of robust research design and execution.