2. • About Us
• Guiding Change, Inspiring Confidence
• Research Types
• The Research Process
• Methodology
• Clients & Industries
• Integrity & Standards
Contents
3. 3
Research conducts studies by gathering, analyzing and
interpreting information about a market to determine
the “voice of the consumer” and the realities that
lie inside customers, organizations, and industries.
Realizing that need for good information is the best
first step in making sound decisions. In the course of
conducting research, a questionnaire, interview, or
database can be leveraged to yield extraordinary and
unexpected insights, allowing teams to fine tune their
products or restructure an entire strategy.
Successful organizations listen to their customers
and stakeholders constantly in order to change and
adapt quickly to market phenomena. Handled properly,
data can be your biggest tool against confusion in an
uncertain world.
Market research goes inside the
hearts and minds of consumers.
4. 4
SMARI is a full service research agency established
in 1983 with a vision of providing each client with a
personalized suite of marketing research services.
Our decades of experience include everything from mall
intercepts to predictive analytics across many industries,
like healthcare, manufacturing, advertising agencies, and
consumer products.
Our process is consultative to the core. We begin with a
simple question – why do we need research? We will help
find the underlying need and fully invest in understanding
your business needs, realities, questions, and strategies so
our research can enable the best decision making.
We are able to design highly tailored research strategies
because we create partnerships with our clients, not just
projects. Our goal is to embed ourselves in your reality,
becoming a value-added resource and an extension of your
team.
Deep experience and a creative approach to research allow
us to see more to the data, going far beyond where other
researchers would end.
The truth is, we don’t want to simply deliver the dreaded
“death by charts.” We listen to your needs so that the
results of research can be conclusive, rigorous, but most
importantly — actionable.
5. 5
In times of change or
directional pivot, teams
need to rely on unbiased
and thorough information
to make decisions that
affect consumers, teams,
and the business world. We
remain a partner in helping
advise on that change.
With a body of data
backing up key decisions,
confidence should be part
of your arsenal. Research
provides the confidence
in outcome that will
help guide change and
put companies on the
pathway to profitability.
6. 6
You can only be afraid of what you
think you know.
Jiddu Krishnamurti
7. 7
Custom research is specially designed to
fit the unique needs of an organization or
project. Multi-year studies, loyalty programs,
database audits, dashboards, and specialty
sample management are best served
by a custom approach. These projects
bring together the height of innovative
methodologies, specialized analytic talent,
and consultative problem solving... making
magic with data.
No two research projects are the same, so we want to listen to your specific
needs befor recommending the best course of action. Projects typically fall
into the following types based on a combination of speed and complexity:
Over 30 years of experience has allowed us
to distill a menu of streamlined research
designs. Research instruments, sample
protocol, and reporting are semi-templated,
while still allowing the project to be tailor
fitted based on research needs and industry
standards. Signature projects include,
for example, 360° brand audits, creative
testing, or market assessments.
Automated processes and fast fielding
practices deliver rapid turnaround to those
seeking straightforward insights. Standard
research work can still be handled by
experts, while remaining cost effective,
innovative, and aligned with vetted research
methods. Logo, promotion, name, or ad
testing would be ideally executed with a
rapid approach when the answer is needed
tomorrow.
Custom
Signature
Rapid
The Right Type of Research
8. 8 9
We pride ourselves on carefully executing
and monitoring all steps of the research
process. From initial needs assessment to
final presentation of results, the project is
managed to ensure accurate and timely
delivery of research that speaks to your
unique business needs.
All the instruments of research, like
surveys and moderating outlines, are
developed and verified with clients
prior to fielding.
A senior Account Executive, Analyst,
Project Manager, and other specialists
work with a project from kickoff
meeting to final delivery to ensure
constant communication between all
parties involved in the project.
• In-house programming
• Logic validation
• Mobile platform
adaptation
Tool Development
Dedicated Account Team
Programming
The Research Process
Initiation Fielding
• Specialized survey
writing
• Complex skip logic
• Screening parameters
• Moderator’s outline
• Data cleaning
• Data prepared for analysis
• Clarification of analytic path
• Preliminary whiteboard data
visualization exercises
• Kickoff packet
completion
• Establish brand history
• Define key research
question
• Target sample and
quotas defined
Internal project review
• In-house panel
• Recruiting network
• Specialized national sampling
• Vendor partnerships
• Over-quota stops
• SMARI in-house call center
Survey review, link
testing, soft launch,
quota check
Recruiting double
confirmation, respondent
pre-testing, data review
Two minds are better than one...
how about a whole team of
analytic talent? Our innovative
insights are a product of
combining quality data, critical
thinking, and our human capital
throughout the analytic and
reporting process.
Proper data collection is
the first defense against
biased data. Key audiences
are gathered, verified, and
confirmed to be representative
in quality and valid in quantity.
Data Collection
Collaborative Analysis
Final results can be presented with
executive summaries, dashboards,
narratives, visual analytics,
predictive modeling tools, and
other formats that guarantee it
actionable for various audiences.
Research Outcomes
Quality Control
Insights Delivery
All our in-house services are
monitored at many points by
specialized teams. We focus
on accurate, timely, and
properly interpreted results so
you can concentrate on their
implementation.
• Initial charting outputs
• Client mid-analytic review
• Quantitative and qualitative merged
• Whiteboard collaboration
• Industry comparatives
• Secondary research
• Team presentation and discovery
• Data transformed into story
• Further refinement by audience
• Review results against original
hypotheses
• Strategic conclusions &
recommendations
• Client presentations
Peer review
Statistical validation
Specialists work the survey
instruments in multi-modal,
industry-leading platforms to
create a visually engaging, far-
reaching survey experience.
9. 10 11
is just intelligence having fun.
Creativity
Albert Einstein
10. 12
QUALITATIVE RESEARCH
IN-PERSON FOCUS GROUPS
ONLINE FOCUS GROUPS
IN-HOME OBSERVATION
MOBILE DIARIES
BULLETIN BOARDS
WEB-LABS
IDIS (IN-DEPTH INTERIEWS)
QUANTITATIVE RESEARCH
WEB-BASED SURVEYS
PHONE INTERVIEWS
MOBILE SURVEYS
MAIL SURVEYS
MALL-INTERCEPTS
BIG DATA ANALYTICS
COMPREHENSIVE
MARKET RESEARCH
Combining Qualitative &
Quantitative Market
Research to get the
most comphrensive
data to reach all of your
goals
QUALITATIVE RESEARCH
IN-PERSON FOCUS GROUPS
ONLINE FOCUS GROUPS
IN-HOME OBSERVATION
MOBILE DIARIES
BULLETIN BOARDS
WEB-LABS
IDIS (IN-DEPTH INTERIEWS)
QUANTITATIVE RESEARCH
WEB-BASED SURVEYS
PHONE INTERVIEWS
MOBILE SURVEYS
MAIL SURVEYS
MALL-INTERCEPTS
BIG DATA ANALYTICS
COMPREHENSIVE
MARKET RESEARCH
Combining Qualitative &
Quantitative Market
Research to get the
most comphrensive
data to reach all of your
goals
Primary research is new data gathered directly from the source. Qualitative
research is more exploratory, focusing on the perceptions, opinions, beliefs,
and attitudes of a group. Quantitative methods are more specific, done at scale
to provide statistically valid findings. It may also be used to validate qualitative
findings or prior knowledge.
Every research project must be configured with the methodologies that best suit
the key objectives. For that, we draw on a diverse toolbox of techniques...
Many existing data sources can be used in research design and analysis, which
is considered secondary research. It can be incorporated into modeling and
analysis to understand the complex web of customer behavior. These variables
of individual or aggregate data can be veritable goldmines:
Combining
both research
methodologies
yields the most
comprehensive
insights.
►► TRANSACTIONAL DATA
►► DEMOGRAPHICS
►► ZIP CODES AND GEODATA
►► SOCIAL DATA
►► EMAIL ADDRESSES
►► MARKETING METRICS
►► SALES AND NURTURING DATA
►► CUSTOMER FEEDBACK
►► UNSTRUCTURED OR
DISCARDED DATA
►► WEB-BASED SURVEYS
►► MOBILE SURVEYS
►► ON-SITE SURVEYS
►► PHONE INTERVIEWS
►► MALL INTERCEPTS
►► BIG DATA ANALYTICS
►► PREDICTIVE MODELING
►► IN-PERSON AND
ONLINE FOCUS GROUPS
►► IN-HOME OBSERVATION
►► MOBILE DIARIES
►► BULLETIN BOARDS
►► WEB LABS
►► IN-DEPTH INTERVIEWS
►► ETHNOGRAPHY
Methodology
Primary Research
Secondary Research
Qualitative Quantitative
11. 13
You can only be afraid of what you
think you know.
Jiddu Krishnamurti
Intelligence
Not because you know everything without
questioning, but rather because you question
everything you think you know.
12. 14
We are proud of the work we do, but even more so of the relationships we form
with our clients in order to deeply understand their unique research needs.
We understand the complexity of agencies, where client research needs could
be about branding, concept testing, product research, or market assessments.
Our data experts act as extensions of the team, adding validation that backs up
agency work and gives clients concrete evidence for key creative decisions.
Industry Experience
Agency Partnerships
Healthcare
Education Financial Services
Nonprofit
Manufacturing
Consumer & Retail
13. 15
Integrity & Standards
Data integrity and security is strictly upheld by internal departments whose
sole responsibility is to perform tests and confirm survey data outputs. These
databases are maintained through secure vendor platforms with limited and
monitored access.
Output is maintained as a progenitor file for analysis in an unaltered state.
Multiple layers of quality verification are built into reporting; account supervisors
conduct midpoint checks to confirm validity of analysis and findings.
Data Handling
Because data is collected with methodologies that often access sensitive and
proprietary data from respondents, we maintain the highest standards for its
treatment and handling. All data related to patient records is handled with
adherence to HIPAA standards.
Research industry practices are outlined by the following agencies, whose
guides we follow in order to respect the information of all respondents and
stakeholders involved.
Standards & Ethics
Professional Affiliations
14. 16
10333 N. Meridian St.
Suite 100
Indianapolis, IN 46290
+1 (317) 574-7700
www.smari.com
Adtesting•Heatmapping•Mobilediaries•Conjointanalysis•Audiencepersona
development • Customer satisfaction • In-home usability research • Logo testing
• Dabatase research • Maximum differential scaling • Community health needs
assessment • Cluster analysis • Text analytics • Recall measurement • Web
usability testing • Van Westendorp price modeling • Virtual shelf set • Customer
journey mapping • 360° brand audit • Message testing • Real time feedback •
On-site intercepts • Key drivers of satisfaction • Loyalty program management
• SOAR analysis • Executive stakeholder interviews • Net brand promoter study
• Market assessment • Workforce retention • Conjoint analysis •Executive
stakeholder interview • Membership Audit • Segmentation study • Ideation •
Oh, the possibilities...
