<div>
    <p>
    </p>
    <table border="1" cellpadding="0" cellspacing="0">
        <tbody>
            <tr>
                <td width="138" valign="top" bgcolor="#e5dfec">
                    <p>

                    </p>
                </td>
                <td width="430" valign="top" bgcolor="#e5dfec">
                    <p style="font-family:calibri;" align="center">
                        <b>Quant-Qual Approach</b>
                    </p>
                </td>
                <td width="446" valign="top" bgcolor="#e5dfec">
                    <p style="font-family:calibri;" align="center">
                        <b>Qual-Quant Approach</b>
                    </p>
                </td>
            </tr>
            <tr>
                <td valign="top" width="138">
                    <p style="font-family:calibri;">
                        Overview
                    </p>
                </td>
                <td valign="top" width="430">
                    <li style="font-family:calibri;">
                           The process begins by fielding an online quantitative study and then extracting a specific segment for a further in-depth
                        discussion.
                    </li><br/>
                    <li style="font-family:calibri;">
                            Survey participants can be categorised via the real time survey.  Where a respondent qualifies for participation in an online
                        discussion group, they can be further segmented into different groups for detailed discussion, be it one-to-one or an open-style forum.
                    </li><br/>
                    <li style="font-family:calibri;">
                             Recruited participants can join the discussion from any location at any time.  A wide range of topics can be progressively added
                        and the overtime session will remain open until the required sample has been interviewed.
                    </li>
                    <p>

                    </p>
                </td>
                <td valign="top" width="446">
                  <p style="font-family:calibri;">
                        <u>Real-Time / Interactive Focus Group</u>
                    </p>
                    <li style="font-family:calibri;">
                        A survey component can be incorporated together with the selected discussion topics (pre-loaded before the group starts) or a
                  follow-up online survey can be added at the end of the group.
              </li><br/>
                    <li style="font-family:calibri;">
                              For quantifiable assessments, an online survey is constructed based on the findings from the qualitative segment.
                    </li>
                    <p style="font-family:calibri;">

                    </p>
                    <p style="font-family:calibri;">
                        <u>Overtime Focus Group / Bulletin Board</u>
                    </p>
                   <li style="font-family:calibri;">
                              As the group progresses, a quick survey or poll can be deployed, or even an ad-hoc survey quickly created based on the
                        qualitative findings derived.
                    </li><br/>
                    <li style="font-family:calibri;">
                             For an exploratory study, online diaries can be included to gain a greater understanding of re-occurring behaviour and usage
                        patterns.
                    </li>
                    <p>

                    </p>
                </td>
            </tr>
            <tr>
                <td valign="top" width="138">
                    <p style="font-family:calibri;">
                        Key Benefits
                    </p>
                </td>
                <td valign="top" width="430">
                    <li style="font-family:calibri;">
                             Recruitment can be implemented concurrently for this two-pronged approach, thus saving time and cost.
                    </li>
                    <p style="font-family:calibri;">
                          .   Offers reliable data that is statistically representative (representation of  population or based on target profile), with
                        comprehensive reporting and insights
                    </p><br/>
                    <p style="font-family:calibri;">
                       .   Use of an engaging and interactive online environment facilitates richer and more thoughtful respondent dialogue.
                    </p>
                   <br/>
                    <li style="font-family:calibri;">
                        Projective techniques</a> can be used to unearth rational and
                        emotional associations and drivers, rather than relying on simple open-ended responses.
                    </li>
                    <p>

                    </p>
                </td>
                <td valign="top" width="446">
                   <li style="font-family:calibri;">
                             Depending on your research objectives, the project can run concurrently as a single phase or subsequently (i.e. deploying an
                        online survey after the qualitative segment); with quick turnaround time and ease to implement.
                    </li><br/>
                    <li style="font-family:calibri;">
                             Uncovering holistic insights armed with empirical data
                    </li>
                    <p style="font-family:calibri;">
                        .  Real-time brainstorming ideas and in-depth understanding can empower researchers to make timely collaborative decisions with their
                        clients to define the research scope and objectives for the quantitative stage.
                    </p>
                    <p style="font-family:calibri;">
                        .  Delve in deeper to explore the consumers’ minds and hearts and further add context and validation to the quantitative findings.
                    </p>
                    <p>

                    </p>
                </td>
            </tr>
            <tr>
                <td valign="top" width="138">
                    <p style="font-family:calibri;">
                        How do we use it?

                        Some examples of studies
                </p></td>
                <td valign="top" width="430">
                  <li style="font-family:calibri;">
                             Segmentation studies where greater insights are required to understand the differences between specific segments and the
                        population as a whole.
                    </li><br/>
                    <li style="font-family:calibri;">
                             Communication studies.  For example, advertising studies, concept testing, packaging evaluation, etc.  Essentially painting a
                        clearer picture for the test stimulus or clearly identifying the consumers winning preference, diagnosing message takeout or dissecting
                        the message with executional elements for effective marketing strategy and positioning.
                    </li><br/>
<li style="font-family:calibri;">
              Brand equity research with exploratory or observational research assessment such as ethnography.
          </li>
                    </ul>
                    <p>

                  </p>
                </td>
                <td valign="top" width="446">
                    <li style="font-family:calibri;">
                               Idea generation research for new product development, product improvement or repositioning, needs assessment, testing niche
                        market, etc.
                    </li><br/>
                   <li style="font-family:calibri;">
                                Usage and attitude studies; to diagnose the changing consumer behaviour and the underlying attitudes that fuel their needs.
                        An extensive survey is then conducted to analyse their demographic and psychographic profiles, validate and segment their behaviour.
                    </p><br/>
                    <li style="font-family:calibri;">
                               Satisfaction studies; to explore and understand the perceptions and expectations of your target group, measure key performance
                        indicators and identify opportunities for improvement.
                    </li>
                    <p>

                    </p>
                </td>
            </tr>
        </tbody>
    </table>
</div>