services

Interviewing

We conduct telephonic and face-to-face interviews for both qualitative and quantitative studies, including consumer and business research. For qualitative studies, we also conduct in-depth interviews.

Our large team of well-trained and well-briefed fieldworkers allows us to handle studies of up to 5,000 face-to-face interviews. When interviewing telephonically, we are able to conduct much larger studies.

All our fieldworkers have graduated from Mictert’s School of Fieldwork. They have advanced communication skills and understand the elements of good research. They are trained to ask questions correctly, identify discrepancies in respondents’ answers, and probe reticent respondents to ensure that clients receive in-depth and accurate data.

We also make use of reliability checkbacks. This is a crucial part of the interviewing process. Twenty-five percent of all completed questionnaires are back-checked by the project supervisor, either telephonically or, in areas without communication links, by returning to the field where necessary.

All fieldworkers are supervised by experienced supervisors. These supervisors also assist with sampling, enumerated areas, and negotiations with relevant authorities for permission to conduct interviews in specific areas. Clients can therefore be confident that the data received from Mictert is reliable and of high quality.

Moderating

We specialise in the moderation of focus groups. A good moderator is vital to the marketing research process.

Our experience and training in group dynamics allows us to extract relevant information from respondents in a professional manner while maintaining an easy flow of information. We conduct focus groups in the respondents’ home language, and our moderators are highly proficient in South Africa’s official languages.

The data received from these groups is in-depth and of great value to the client.

Coding

Following the completion of a fieldwork project, open-ended questions need to be coded.

We convert verbal data collected in the field into numeric form acceptable to computer software, enabling tables and percentage information to be produced.

We also provide a fast, accurate post-coding service for studies where we have not conducted the interviewing.

Transcribing

Accurate report writing depends on precise transcription of recordings from focus groups and interviews.

We use a technologically advanced transcribing system that enhances respondents’ voices and reduces noise in recordings. Sessions are then transcribed verbatim by trained transcribers.

Many of the focus groups we conduct take place in African languages. In these cases, transcribers also translate into English as they work through the recordings. Transcribing and translating are done simultaneously, allowing clients to save considerable time.

Transcribing is done directly onto computers, and transcripts are emailed to clients. This eliminates the traditional process of typing out handwritten transcripts.

We transcribe for our own studies and also offer transcription services for studies conducted by other companies.

Recruiting

Professional recruiting is essential, since the respondents selected provide the information on which marketers base their decisions.

We recruit respondents for both interviews and focus groups, finding people who fit the study’s criteria. Where necessary, respondents are provided with transport to and from the research venues.

Translating

We offer translation services for questionnaires into any of South Africa’s official languages.

Word-for-word translation is often not sufficient. The translation must be accurate in context. Our translators ensure faithful, idiomatically correct translations and are fluent in multiple languages, with some fluent in as many as ten languages.

This service is also offered for focus groups, allowing clients observing from the viewing room to understand what is being said by the group.

Mictert also offers translation services for studies in which it has not otherwise been involved.