| As part of Kantar, the information, insight and consultancy arm of WPP Group plc, a FTSE and Nasdaq listed company, Kantar Operations exists to provide its fellow companies with access to the best operations capabilities across a wide variety of quantitative research techniques. |
 |
The unparalleled expertise, skills and service levels available from Kantar Operations ensure our ability to deliver enhanced quality for clients. Our level of experience allows Kantar to provide clients with a seamless worldwide network which delivers the right results for effective business decisions.
Key elements of Kantar Operations global capabilities include:
Project Management / Client Relationship Management
The role of a Project Manager is to facilitate effective communication between operational departments and researchers in order to ensure the successful implementation and delivery of all projects commissioned with Kantar Operations. Our talented Project Management teams, through their in-depth knowledge of Web, Telephone, Face-to-face and International interviewing in over 100 countries and 45 languages, are able to leverage the extensive data collection capabilities and operational expertise of Kantar Operations for the benefit of all Kantar clients.
The responsibilities of a Project Manager include provision of accurate and competitive job costs; offering advice and consultancy on survey design; managing sampling services and sample design; questionnaire consultancy for efficient field execution; job scheduling and trouble shooting; monitoring sample achievement and quota achievement during the fieldwork phase combined with detailed summary reporting; management of the job budget and overall financial performance.
^ to top
Web data collection
As specialists in online research, Kantar Operations offers a full hosting infrastructure for international web-based research. As online research is a stand- alone technique, we ensure that our questionnaires are well-designed and easy for respondents to answer online.
Over 1.5 million web interviews are conducted each year across a range of survey techniques: email invitation, intercept, WATI , website profiling, customer and employee satisfaction. Via multi-country translations within well -designed questionnaires, we can offer a wide array of question choices with simple to complex logic features. Well-thought-out processes, yet versatility in timing and programme choices, create the bedrock for successful project outcomes. Content may involve open or closed-end questions, interactive techniques, pictures and video, as well as randomisation of question order and answer choice, value calculations and e-mail integration. Reminders are all password linked and quota controlled. Quality testing and data checks throughout all phases of a project are standard, with customised reporting options during each stage.
Kantar Operations provides full data security and is privacy compliant for national and international research.
^ to top
Face-to-face data collection
Kantar Operations applies its cultural experience to offer the appropriate methodologies within each market. Face-to-face interviewing is a prevailing and highly effective method in most countries of the world. Questionnaires can vary in the different research areas as far as content or language is concerned and are well suited for exploring a broad scope of research questions.
Within the UK, there are two very distinct face-to-face interviewing teams:
- A panel of 700 CAPI-trained and CAPI-equipped interviewers, specialising in random probability research, utilising door -to-door methodology;
- A panel of 1000 interviewers, specialising in quota -based research, offering CAPI, CASI and PAPI interviewing across central locations, door to door and in the street.
Expertise is provided across a wide range of face-to-face interviewing techniques: consumer, social policy research, customer satisfaction, concept testing, product placement and exit surveys. Fifty of the central locations are broadband enabled, giving the benefit of fast data access and centralised interview control.
There are further specialist teams in the UK including Service Measurement (focusing on areas such as transport and postal system efficiency) and Consumer Price Collection (generating the data to compile the UK consumer price index).
Our North American (NA) operations team can draw upon a full array of in-person techniques used in conjunction with telephone recruitment and telephone follow-up interviewing. These include: mall intercepts, taste tests, home-use tests, telephone focus groups and central location recruits, home use test telephone callbacks, executive recruits, mystery shopping, retail intercepts, retail store checks, inventory audits, retail observation research, in-office business interviewing, panel product mail-outs and customised face-to-face projects. To ensure the highest quality of data collection, units provide validation and systematically monitor quality control. The group utilises CAPI, CASI, pen and paper and web interviewing within a network of central locations.
^ to top
Telephone data collection
The most important part of any telephone data collection operation is to design and implement a programme of quality interviewing to ensure data accuracy. Globally, Kantar Operations provides skilled survey interviewers fully trained in quantitative techniques and accurate data capture.
Overall, there are 10 telephone centres in the UK and NA using state of the art dialling equipment. All interviewing stations are CATI equipped; 350 within the UK, and 600 within NA. CATI increases the speed and accuracy of conducting telephone interviews through the use of computers and allows the complex rotation or randomisation of question attributes .
Within the UK, our 5 telephone centres have the capacity to deliver over 1 million interviewing hours per annum. Expertise is afforded across a wide range of quantitative research specialisms: consumer, business-to-business including C suite, international, customer satisfaction, social policy research, continuous interviewing (tracking studies), omnibus and specified response rate work.
Within the 5 NA telephone centres, units provide both consumer and business-to-business experience. As in the UK, extensive auto-dialling (predictive, preview and power dialing) increases connectivity and efficiency across all projects. Highly -trained staff coordinate the activities of telephone market research with ongoing coaching and evaluation programmes to ensure the quality of work. The centres offer the dialling flexibility and capacity to deliver over 1.8 million interviewing hours per annum with comprehensive reporting capabilities. Quality monitoring includes both audio and visual assessment.
Kantar Operations applies strict adherence to all ethical and regulatory telephone research standards.
^ to top
Postal data collection
750,000 self-completion questionnaires are printed and despatched each year through our UK offices using our in-house production department. In-house scanning facilities use the latest scanning technology, with the capacity to capture 72,000 A4 sides of information daily.
^ to top
Data Processing
The skilled experts within Kantar Operations have many years experience of providing accurate data to allow clients to make better knowledge-based decisions.
Within the UK, Kantar Operations has a highly experienced multi-disciplined Computer Assisted Interviewing (CAI) and Data Processing function consisting of around 150 full time staff specialising in the set up of computer-aided interviews and data analysis. In addition, there are more than 15 consultants working on software development to ensure we continue to offer leading edge solutions and enhance the overall service we offer to clients. The department primarily uses SPSS’s suite of market research software, which link together questionnaire design, data entry, coding, tabulation s and analysis. However, data can be delivered in a variety of formats to suit client needs.
Our 150+ North American Data Technology and Data Processing professionals provide client - focused service with the goal of answering underlying , as well as , stated needs. Our team is process- orientated, always checking and taking responsibility for the quality of work produced. The group provides consultancy on technology, survey design, weighting, and deliverables selection and is regulation compliant and standards based, yet flexible – and always focused on efficiency / time savings.
^ to top
Coding
Kantar Operations employs a dedicated team of full and part time coders for the coding of open-ended questions and checking of data. They are able to offer specialist coding (e.g. SIC, SOC and SEG) as well as standard coding of verbatim answers.
Coders process questionnaires by allocating code numbers to verbatim comments in order to prepare the open questions for data processing. Whilst some clients prefer verbatim answers to open-ended questions, the majority of clients prefer answers to be coded into categories for tabulation purposes. Coders are trained and routinely monitored by experienced supervisors for the purposes of quality assurance.
^ to top
Fulfillment / Production
Kantar Operations offers a complete service from the design and formatting of fieldwork materials to print finishing and despatch. This includes production of questionnaires on our hi-speed digital printers, with specialised mail-merge, serial number software, sophisticated colour copying facilities and an automated mailing system.
Our professional service offers packaging, shipping, product/material preparation and assembly services. Mail- out options may be customised or include standard questionnaires, respondent correspondence, postcard reminders and invitations.
Other specialisms include: PDA data collection processing, scripting design, logic checking, functionality and data scrub testing; incentive disbursements for cash, gift cards, cheques and novelty items ; database set-up and on-going management; barcode identification.
^ to top
Sampling
Kantar Operations offers a full range of sampling techniques for telephone and face-to-face surveys using in-house software, including Random Probability and Random Location samples. We also have close working relationships with other suppliers of sample (e.g. Dun & Bradstreet) where needs cannot be met internally. Sample for web surveys is sourced primarily through Lightspeed Research, a fellow Kantar company.
^ to top