In this article, we unpack how MROCs typically work and share what we’ve learned from applying them in diverse settings.

What Are MROCs?

At their core, MROCs are private, online spaces where a selected group of participants engage in structured discussions and activities over a set period of time. Unlike one-off focus groups, these communities stay active for days or weeks, allowing researchers to observe how attitudes and behaviours evolve in real time.

Traditionally, MROCs were hosted on dedicated platforms with custom interfaces. Today, particularly in emerging markets, the dominant approach is to use widely adopted apps like WhatsApp, which participants already use daily. This reduces barriers to participation, cuts training time to zero, and allows people to share feedback in a natural, familiar environment.

Step by Step: How MROCs Typically Work

While specifics vary by project, most MROCs follow a phased approach:

1. Defining the Community
   • The first step is to define who you want in the community and why. MROCs can target a broad demographic or a very specific niche, for example, young mothers in urban Ghana, or rural shop owners in Jamaica.
   • Recruitment criteria are often more precise than for quantitative surveys because qualitative richness depends on the right mix of participants.
2. Recruitment and Screening
   • Participants are typically sourced from existing databases, client-provided lists, or social media recruitment.
   • Screening ensures demographic fit, but also considers behavioural traits, for example, willingness to share photos or voice notes.
3. Onboarding and Orientation
   • Before discussions begin, participants are added to the group and given a clear set of guidelines: how to respond, group etiquette, privacy protocols, and incentive rules.
   • Our experience shows that taking time at this stage pays off: well-oriented groups produce higher engagement and require less moderator intervention later.
4. Discussion Design
   • A daily or multi-day discussion guide is prepared in advance, often mixing direct questions with creative tasks (e.g., “Share a photo of your breakfast and tell us why you chose it”).
   • Tasks are sequenced to build rapport early, then move into deeper or more sensitive topics once participants are comfortable.
5. Moderation
   • Skilled moderators manage the group in real time, probing for more detail, encouraging quieter members, and steering conversations back on track.
   • In our projects, moderation is often bilingual, matching the primary languages of the group to ensure nothing is lost in translation.
6. Ongoing Engagement
   • MROCs are most successful when engagement is sustained over time. This might mean sharing stimuli (photos, videos, audio clips) to prompt discussion, or running short polls to keep the group active between longer tasks.
7. Data Capture and Security
   • All contributions – text, images, videos, voice notes – are exported from the platform, labelled, and stored in compliance with data protection regulations.
   • Metadata such as timestamps can be useful for understanding behavioural patterns.
8. Analysis and Reporting
   • Contributions are coded thematically, with representative quotes and media integrated into the final analysis.
   • Because data are collected over time, researchers can also identify shifts in opinion or behaviour within the same participant group.

Best Practices for Running MROCs

From our experience implementing MROCs in multiple sectors, a few consistent lessons emerge:

• Familiar Platforms Drive Participation
  Using tools like WhatsApp eliminates the learning curve. Participants don’t have to download new software or remember new logins, which is particularly important in lower-connectivity settings.
• Orientation is Non-Negotiable
  The 15–20 minutes spent on onboarding sets the tone for the entire study. Participants who understand expectations from the start are more engaged and less likely to drop out.
• Moderation Style Matters
  In online communities, silence doesn’t necessarily mean disengagement – some participants prefer to read before contributing. Moderators need to balance encouraging participation with avoiding pressure that could shut people down.
• Multi-Modal Tasks Boost Richness
  Asking participants to share photos, videos, or voice notes alongside text responses yields more nuanced insights and often reveals details that would not emerge in written form alone.
• Structured Flexibility Wins
  While having a discussion guide is essential, being able to adapt in response to emerging themes often leads to the most valuable findings.

Common Use Cases for MROCs

MROCs are not a one-size-fits-all solution, but they excel in several types of research:

1. Product Development & Concept Testing
   • Deep-dive into reactions to new product ideas, packaging, or brand positioning in a low-pressure, interactive environment.
   • Gather iterative feedback over days rather than a single session.
2. Behaviour Change & Social Research
   • Understand how attitudes and behaviours shift over time in response to interventions or campaigns.
   • Ideal for exploring sensitive topics where participants may be more open in a private online space.
3. Customer Experience Tracking
   • Follow a group of customers over a purchase or service cycle, capturing experiences at multiple touchpoints.
4. Media and Content Testing
   • Share creative materials such as ads, program clips, or scripts and gather both immediate and reflective feedback.
5. Ethnographic & Contextual Insights
   • Observe daily life, routines, and cultural practices through participant-shared media without the intrusion of a researcher’s physical presence.

As you might see, the pattern here is that MROCs are particularly effective when:

• You need an in-depth exploration of attitudes, motivations, and behaviours.
• The target audience is geographically dispersed or hard to reach in person.
• You want to observe changes over time, not just at a single point.
• Multimedia sharing could enhance understanding of the topic.

The Rising Value of Qualitative Data, and Where MROCs Fit In

It is a data-rich world, and quantitative metrics alone may not be enough. While large-scale surveys can tell us what is happening, qualitative approaches like MROCs help explain why it’s happening. They lay bare the emotions, motivations, and contextual factors that drive behaviour – insights that are essential for designing effective products, campaigns, and policies.

This need is growing. Audiences are more fragmented, markets are more competitive, and social changes are happening faster than ever. Decision-makers require faster, more authentic, and more culturally grounded input to keep pace. MROCs deliver exactly that: real-time, in-context narratives from real people, in their own words and settings.

At GeoPoll, we have run hundreds of MROCs across Africa, Asia, and Latin America, refining our processes to meet diverse cultural, linguistic, and logistical challenges. Whether you need to understand rural consumer preferences in multiple markets or track shifting attitudes over time, we can design and execute an MROC that gets you there.

If you’re thinking about qualitative methods for your next project, talk to us. Our team can help you decide whether an MROC is the right fit – and if it is, we know how to make it work. Contact us to learn more.

The post MROCs: How and Where Market Research Online Communities Work appeared first on GeoPoll.

GeoPoll conducted the survey using its proprietary Computer Assisted Telephone Interviewing (CATI) application. Data collection occurred from 3-30 October 2024. The live call survey was offered in Sudanese Arabic, and conducted remotely from the GeoPoll call centre in Nairobi, Kenya targeting respondents living in Sudan. The total sample size was 471 respondents. The project’s sample comprised a combination of GeoPoll’s existing Sudan database (51 completes), a GeoPoll partner database (19 completes), and Random Digit Dialing (401 completes). GeoPoll uses its extensive knowledge of telephone samples to intelligently generate RDD sample that has response rates in line with those found from the GeoPoll respondent database.

Demographics

Although the study was not purely scientific as there were no strict measures to limit demographic quotas, a diverse mix of demographics was achieved.

While the survey reached respondents in 15 out of the 18 states in Sudan, intense fighting in the western region of the country, including the burning of at least 68 villages in Darfur, limited or prevented participation from those areas.

Access to Essential Services

In times of crisis, access to power and communication are critical. In our study, almost a third of respondents (32%) report experiencing issues with their electricity or power on a daily basis in the past month. Most (65%) report experiencing issues at least once or twice a week.

Communication infrastructure, including internet and phone, seems to be fairing slightly better – at least for these respondents that were able to connect on their phones to respond to our survey. Most respondents are still experiencing at least some interruptions, however.

In terms of the internet, while the largest segment of respondents (41%) say they haven’t experienced any issues in the past 30 days, the next largest segment (18%) say they are experiencing issues daily.

Mobile phones have become essential tools for communities in crisis. With mobile connectivity, civilians can stay in touch with friends and family, access up-to-date information, connect with humanitarian facilities, and much more. In our study 48% of respondents have not experienced any mobile network outages in the past 30 days, and 11% have just experienced one outage.

Keeping communication lines open as the fighting continues will play a vital role in both the targeting and distribution of humanitarian relief.

Conduct CATI Research in Sudan

GeoPoll has extensive experience conducting research in areas of conflict and crisis through remote mobile-based methodologies. In times when it is otherwise impossible to get information from people on the ground, remote data collection can play a pivotal role in capturing the sentiment and realities of vulnerable populations.

For this study, trained interviewers at the GeoPoll call centre in Nairobi, Kenya made 24,588 unique calls to residents across Sudan. The telephone sample was randomly generated and dialed via the GeoPoll CATI application. The total number of calls made yielded approximately 15,331 opt-ins to the survey for an initial response rate of 62%. Of those who opted-in, 22 were deemed ineligible due to age and/or location. Of those eligible, 14,908 dropped off at some point in the survey, resulting in a total of 401 completes from the RDD sample for a total completion rate of 1.6%.

Based on the findings from this study, we learned and implemented several tactics to optimize response rates and ensure quality when conducting CATI research in Sudan:

• Because most respondents in our study report experiencing intermittent power, internet, and mobile network outages, it is recommended to make multiple calls to each respondent (if needed) at different times of the day and days of the week.
• Although there is no significant variation in the preferred time of day for respondents to be contacted, experimenting with different call times might still help identify optimal periods for higher response rates.
• Similarly, contacting respondents at different days of the week does not appear to significantly impact response rates, thus survey efforts can be spread evenly throughout the week.
• Snowballing method should be explored as 50% of the respondents confirmed having numbers of family and friends that may be willing to participate. Out of these, 61% shared contacts.
• Implementing the survey remotely from our call centre in Nairobi ensured a safe and stable operating environment for the interviewers to make their calls.
• For calls made from within Sudan, it may be advantageous to utilize multiple offices and locations, so that if one team is disrupted, other teams can continue making calls.

To learn more about GeoPoll’s capabilities in Sudan and around the world, please contact us.

The post Sudan Conflict: GeoPoll’s Remote Mobile-based CATI Surveys Provide Access to Civilians in Crisis appeared first on GeoPoll.

What are Key Informant Interviews?

Key Informant Interviews (KIIs) are specialized qualitative interviews conducted with individuals (key informants) recognized for their insider knowledge or unique perspectives on a specific topic. This method is distinct in its focus on depth rather than breadth, targeting information-rich sources.

Unlike surveys that seek quantitative data or focus groups that explore group dynamics, KIIs delve deeply into individual perspectives, offering a granular understanding of complex issues.

KIIs are invaluable for gaining insights into trends, motivations, perceptions, and experiences. They are particularly effective in sectors where in-depth, expert knowledge is crucial, such as public health, policy development, and market analysis.

The Importance of Key Informant Interviews in Research

Key Informant Interviews (KIIs) play a pivotal role in qualitative research, offering a depth of understanding often unattainable through other methods. Their significance in various research settings can be elaborated as follows:

• Access to Specialized Knowledge and Expert Insights: KIIs enable researchers to tap into the wealth of knowledge possessed by experts in specific fields. This is especially crucial in areas where specialized insights are vital to understanding complex issues. For instance, interviews with healthcare professionals in public health research can uncover nuances in patient care practices that surveys may not reveal.
• Understanding Context and Nuance: One of the primary strengths of KIIs is their ability to capture the context and nuances around a subject matter. Unlike quantitative methods that offer breadth, KIIs provide depth, uncovering the ‘why’ and ‘how’ behind observable trends. This depth is invaluable in fields like policy analysis, where understanding the rationale behind decisions can inform more effective policy development.
• Flexibility and Adaptability: KIIs offer unmatched flexibility, allowing researchers to explore new lines of inquiry as they emerge during the interview. This adaptability is critical in exploratory research or when dealing with emerging issues, where predefined survey questions might miss important aspects.
• Identifying Hidden or Sensitive Issues: Given their expertise and experience, key informants can provide insights into sensitive or hidden issues that might not be readily disclosed through other methodologies. In contexts such as humanitarian work or conflict research, KIIs can reveal underlying problems or needs that are not visible on the surface.
• Enhancing Other Research Findings: KIIs can complement and improve findings from quantitative research. They add depth to the statistical data by providing qualitative insights, offering a more comprehensive view of the research topic.
• Case Studies Illustrating Impact: Real-world examples further illustrate the impact of KIIs. For example, in environmental research, KIIs with local community leaders and environmental experts have been instrumental in understanding the impact of climate change at a local level, leading to more targeted and effective conservation strategies.

Key Informant Interviews are an indispensable tool in the researcher’s toolkit. They provide a level of detail and understanding crucial for fully grasping complex issues, influencing policy, and informing comprehensive and effective solutions.

Methodology and Best Practices for Key Informant Interviews

Effective Key Informant Interviews require a well-thought-out methodology and adherence to best practices. This section outlines the key steps and considerations for maximizing the value of KIIs.

• Identifying and Selecting Key Informants:
  • Criteria for Selection: The selection of key informants is a critical step. Ideal candidates are those who have in-depth knowledge or experience relevant to the research topic. This could include industry experts, community leaders, or individuals with unique experiences pertinent to the study.
  • Diversity and Representation: It’s essential to ensure diversity in selecting informants. This includes diversity in profession, demographic characteristics, and perspectives to obtain a well-rounded understanding of the issue.
  • Recruitment Strategies: Effective recruitment may involve formal invitations, leveraging professional networks, or recommendations from other experts in the field. It’s crucial to clearly communicate the purpose of the research and the informant’s role.
• Designing Effective Interview Questions:
  • Balancing Structure and Flexibility: While having a structured set of questions to guide the interview is important, flexibility is key. Researchers should be prepared to explore interesting avenues that emerge during the conversation.
  • Question Types: A mix of open-ended questions (to explore opinions and experiences) and more specific questions (to gather detailed information) is recommended. Avoid leading questions to minimize bias.
  • Piloting Questions: Before conducting the interviews, it’s advisable to pilot the questions with a small group to ensure they are clear and elicit the desired information.
• Conducting the Interview:
  • Building Rapport: The initial part of the interview should focus on building rapport with the informant. This can be achieved through a friendly demeanor, active listening, and genuine interest in the informant’s perspectives.
  • Interview Techniques: Effective techniques include probing for details, paraphrasing to check understanding, and managing the pace of the interview. Non-verbal cues play a significant role in creating a comfortable environment.
  • Recording and Note-Taking: It’s essential to accurately record the interviews, subject to the informant’s consent. This can be done through audio recordings or detailed note-taking. Clear, concise, and accurate notes are vital for accurate data analysis.
• Ethical Considerations:
  • Informed Consent: Informants should be fully informed about the purpose of the research, how their information will be used, and their rights, including the right to withdraw from the interview at any point.
  • Confidentiality and Anonymity: Researchers must respect the confidentiality of the information provided and ensure anonymity if the informant requests it.
  • Cultural Sensitivity: It is crucial to be culturally sensitive and respectful of the informant’s background and beliefs, especially when dealing with sensitive topics.
• Post-Interview Process:
  • Debriefing and Reflection: After each interview, a debriefing session can be helpful for the research team to discuss initial impressions and insights.
  • Data Management: Organizing and securely storing interview data is crucial for analysis and future reference.

Challenges and Solutions in Key Informant Interviews

Key Informant Interviews, while invaluable in qualitative research, present unique challenges. Addressing these effectively is crucial for the integrity and utility of the data collected.

• Dealing with Bias and Subjectivity:
  • Challenge: Bias can stem from the interviewer’s preconceptions or the informant’s perspective. Subjectivity in interpreting responses is also a concern.
    • Solution: Employing multiple interviewers and informants can provide diverse viewpoints, reducing individual bias. Establishing a clear, structured interview framework helps maintain objectivity. Regular team discussions can also aid in identifying and mitigating biases.
• Ensuring Reliability and Validity of Information:
  • Challenge: Ensuring that the information collected is reliable (consistent) and valid (accurate and relevant to the research questions) is challenging due to the qualitative nature of KIIs.
    • Solution: Developing a detailed interview guide ensures consistency across interviews. Validity can be enhanced through careful selection of informants based on their expertise and through cross-verification of data with other sources.
• Overcoming Practical Challenges:
  • Logistical Challenges: Organizing interviews, especially with high-profile informants, can be difficult due to scheduling conflicts and geographic constraints.
    • Solution: Flexibility in scheduling and using technology for remote interviews can alleviate logistical issues. Building rapport with informants beforehand can also ease scheduling difficulties. It is also important to have backup interviewees, for instance, someone in the same department with the same knowledge as the primary informant.
  • Cultural Sensitivities and Language Barriers: Cultural misunderstandings and language differences can impede the flow and understanding of interviews.
    • Solution: Employing culturally aware and, where necessary, multilingual interviewers can mitigate these issues. Researching cultural norms and using interpreters when needed is also helpful.
  • Managing costs: Key Informant Interviews can be expensive due to logistics, the elevated level of incentives to get the interviewees and the cost of scheduling the interviews (transport, communication, etc.).
    • Solution: KIIs typically involve a small group of respondents, so your best bet is to attain a sample that is well knowledgeable of the topic at hand.
• Data Analysis and Interpretation Challenges:
  • Challenge: Analyzing qualitative data from KIIs can be time-consuming and subject to interpretative biases.
    • Solution: Utilizing qualitative data analysis software can streamline coding and thematic analysis, reducing time and subjective biases. Engaging multiple team members in the analysis can provide a balance of perspectives.

While Key Informant Interviews pose specific challenges, these can be effectively addressed through careful planning, methodological rigor, and cultural sensitivity. Overcoming these challenges ensures the integrity and value of the insights gained from this qualitative research method.

Analyzing and Utilizing Data from Key Informant Interviews

Analyzing and utilizing data gathered from KIIs are as crucial as the interview process itself. This phase transforms raw, qualitative data into meaningful insights that can guide decision-making and policy formulation. It is worth noting that, due to their typically small sample sizes and qualitative nature, KIIs are almost never quantified.

• Transcription and Data Preparation:
  • Transcribing Interviews: The first step is to transcribe the interviews verbatim. This process involves converting audio recordings into written text, capturing every word, and noting critical non-verbal cues.
  • Data Cleaning: Transcripts should be reviewed and cleaned for clarity and accuracy. This includes removing irrelevant sections, correcting errors, and anonymizing data if required.
• Qualitative Data Analysis Techniques:
  • Thematic Analysis: One of the most common approaches is thematic analysis, which involves identifying patterns and themes within the interview data. This process starts with reading through the transcripts multiple times to gain a deep understanding of the content.
  • Coding: Coding involves labeling text segments with tags that summarize their content. This could be done manually or with the help of qualitative data analysis software. Initial codes are generated and then refined and grouped into broader themes.
  • Interpreting Themes: Once themes are identified, the next step is to interpret them in the context of the research objectives. This involves understanding how these themes contribute to answering the research questions and what new insights they offer.
• Triangulation and Cross-Verification:
  • Cross-Verification with Other Data Sources: To enhance the validity of the findings, it’s essential to cross-verify the insights from KIIs with other data sources, such as surveys, literature reviews, or observational studies.
  • Triangulation: This process involves using multiple data sources or methods to corroborate the findings. Triangulation strengthens the credibility of the research conclusions.
• Utilizing Insights for Decision-Making:
  • Developing Recommendations: The insights derived from KIIs should be translated into actionable recommendations. This involves considering how the findings can inform policy, influence strategies, or guide practical interventions.
  • Reporting Findings: When reporting findings, it’s essential to present the data in a way that is accessible and understandable to the intended audience. This could include using quotes from informants to illustrate points, creating visual representations of themes, or developing case studies.
• Challenges in Analysis and Interpretation:
  • Subjectivity: One of the challenges in analyzing qualitative data is the inherent subjectivity. It’s crucial to approach data interpretation with an awareness of potential biases and strive for objectivity.
  • Complexity of Data: Qualitative data from KIIs can be complex and multifaceted. Researchers need to be methodical in their approach to ensure that the richness of the data is fully explored and understood.

In a nutshell, analyzing and utilizing data from Key Informant Interviews require meticulous attention to detail, rigorous methodological approaches, and a careful balance between subjective interpretation and objective analysis.

When to Use Key Informant Interviews in Research

Understanding when to utilize Key Informant Interviews (KIIs) is crucial for researchers to gather in-depth qualitative data effectively. KIIs are particularly advantageous in specific research contexts:

• Exploring Complex or Sensitive Issues: KIIs are ideal when researching topics that are complex, nuanced, or sensitive. They provide a safe environment for informants to share detailed insights and personal experiences that might not be captured through other methods.
• Gaining Expert Perspectives: When a study requires expert opinions or specialized knowledge, KIIs are an excellent choice. They allow researchers to tap into the wealth of experience and expertise of individuals who are well-versed in the subject matter.
• Developing or Refining Hypotheses: In the early stages of research, especially when hypotheses are being developed or refined, KIIs can offer valuable insights that inform the direction and focus of the study.
• Understanding Contextual and Cultural Dynamics: When research involves understanding the cultural or contextual nuances of a topic, KIIs with local experts or community leaders can provide depth and context that other methods may miss.
• Policy Development and Evaluation: For policy-oriented research, KIIs with policymakers, stakeholders, and those affected by the policy can provide insights into both the impact of existing policies and considerations for future policy development.
• Market Research and Consumer Insights: In market research, KIIs with industry experts, consumers, or other stakeholders can uncover trends, motivations, and attitudes that inform marketing strategies and product development.
• When Quantitative Data Needs Qualitative Support: KIIs are also valuable when quantitative data requires qualitative insights for a more comprehensive understanding. They can explain the ‘why’ behind the numbers, adding depth to quantitative findings.
• Resource-Limited Settings: In settings where resources for large-scale surveys are limited, KIIs can provide significant insights without the need for extensive logistics and infrastructure.

The decision to use KIIs should be guided by the research objectives, the nature of the research question, and the context in which the study is conducted. When used appropriately, KIIs can be a powerful tool in the researcher’s arsenal, providing nuanced insights that are vital for in-depth understanding and informed decision-making.

Master Key Informant Interviews with GeoPoll

Key Informant Interviews (KIIs) stand as an indispensable qualitative research tool, adept at uncovering deep insights and nuanced understandings in a wide array of research settings. From exploring complex and sensitive issues to refining hypotheses and informing policy decisions, KIIs offer a unique avenue for accessing expert knowledge and contextual information that other methods might miss.

This guide has journeyed through the intricacies of KIIs, highlighting their importance, methodology, challenges, solutions, and ideal usage scenarios. The careful planning, ethical considerations, and skilled execution required for effective KIIs underscore the need for experienced researchers and methodologists.

GeoPoll, with its vast experience and expertise in conducting KIIs across diverse sectors and regions, is uniquely positioned to help you leverage this powerful research method. Our seasoned professionals are adept at navigating the complexities of KIIs, ensuring that each interview is methodologically sound and rich in valuable insights. We offer a full spectrum of services, from designing the interview guide and selecting key informants to conducting the interviews and analyzing the data.

Contact us for further information on how Key Informant Interviews can enrich your specific research endeavors and how we can support you.

The post Key Informant Interviews: An In-Depth Guide for Researchers appeared first on GeoPoll.

On March 20, 2023, multiple African countries went into nationwide protests and strikes. In a last-minute decision, GeoPoll decided to conduct a set of surveys in Kenya, Nigeria, and South Africa to assess the situation on the ground, as well as citizen perceptions of the protests called by respective opposition leaders. In a perfect example of how fast GeoPoll can run surveys, the entire process – from questionnaire development to report writing – took less than a day.

I sat down with GeoPoll’s Marketing Insights Manager, Francis Bodine, and Survey Operations Manager, Wycliffe Litabalia, to find out how the team managed to pull such a feat.

Why did we decide to do the survey on the Opposition protests, and what did we cover?

Francis Bodine: As news about the strikes and protests in multiple countries spread across social media, we wanted to find out the intentions and perceptions of people on the ground. GeoPoll has extensive experience and expertise in conducting research in times of crisis through mobile methodologies, so we quickly got to work drafting the questionnaire.

Take me through the questionnaire development. How did you decide on the questions asked?

Fran: We recently conducted surveys exploring the cost of living crisis in Kenya, Nigeria, and South Africa (amongst other countries across the globe) and the elections in Nigeria, so we were very familiar with the issues behind the protests. We had some ideas on the most pertinent issues and various media reports. Like with most of our research projects, it was a team effort. GeoPoll staff located in Kenya, Nigeria, and South Africa and our Social and Governance experts collaborated to ensure that we were asking the right questions in the right way to gather relevant and meaningful data, allowing us to develop a targeted and effective survey tool quickly.

Which mode did we use, and why did we use that mode?

Wycliffe Litabalia: The primary mode here was SMS, augmented by Mobile Web. These two methods were ideal since they are some of the fastest methodologies for collecting data, especially in the regions GeoPoll mostly operates in, and simply the fastest self-administered modes in the three countries. As we needed the results quickly, SMS was ideal, but Mobile Web is also initially sent via a single SMS and is more affordable so it made sense to combine the two.

So, what’s the process like?

Wycliffe: My team (Survey Operations) typically drives survey fieldwork. On receiving the questionnaire, we first conducted a quality control check and then scripted it on the GeoPoll platform. In the questionnaire stage, we ensure that it is precise and straightforward and question routing is on point so that we can get fast and reliable data. We then tailored the survey for both the SMS and mobile web modes and went to field.

A major benefit of GeoPoll is that we have good, indexed databases, so sample selection is easy. We define the quotas that make up a representative survey and send the survey out. In this case, the stratified sample needed to be nationally representative – genders, age groups, locations, and other demographics represent the actual national population. We have templates for that built into the platform, which are automatically monitored to ensure we are getting the right mix.

The results also came in in real-time, so the team had minute-by-minute status updates and preliminary results while the survey was in the field.

How fast did it take to analyze the data?

Fran: The survey launched at noon on Monday March 20, as the protests were happening and gathered a sample size of more than 400 respondents per country (1,285 total) in a matter of hours. I was on the client side and we have a client portal to check the results in real-time. We also use PowerBI, which directly integrates into the GeoPoll Platform, so, as the data was rolling in, we quickly developed a Microsoft PowerBI dashboard to chart and analyze the responses to each survey question, filterable by country, age, and gender.

We began drafting a report highlighting the key findings and insights and updated it throughout the day. After closing out the study around 5:00 pm local time in each country, we finalized the blog post, gathered feedback from colleagues in each country, and published the post first thing Tuesday morning.

What’s the bottom line?

Wycliffe: I believe I mentioned this to you in another interview. I have been at GeoPoll for quite some time, and I am still amazed by what we can do. I mean, we drafted the survey, went to the field, closed all three markets, and wrote the report – all in less than six hours!

Our mobile-based methodology offers several advantages that make it a popular choice for data collection. One of the key benefits is its speed – data can be collected quickly and efficiently. In addition, the convenience of the methodology allows respondents to share their voices from the comfort of their own devices, regardless of their location. This also enables a wider audience to be reached within a short period of time. High response rates are also a noteworthy advantage, as mobile is one of the cheapest ways to collect survey data. Furthermore, the ease of monitoring responses in real-time ensures that high-quality data can be obtained at the end of the process.

Fran: This study was implemented by GeoPoll using our own proprietary mobile research platform. The questionnaire was designed by GeoPoll researchers and conducted via SMS and mobile web technologies. This multi-modal approach enabled us to reach a diverse mix of respondents quickly and cost-effectively.

Remote research methodologies provide safe and in-depth access to people on the ground in times of crisis when it is otherwise impossible to gather first-hand data.

To learn more about GeoPoll’s research capabilities, please contact us.

The post Case Study: How GeoPoll conducted a full multicountry research project in half a day appeared first on GeoPoll.

Mobile web’s reach within a country’s population depends on how the link is initially sent. If sent via SMS, those with basic mobile browsers can participate. However, surveys must be set up to be viewed correctly on all mobile browsers. Mobile-web always requires that participants have Internet connectivity or a data plan, which means that most respondents through mobile web, especially in emerging countries, are middle class or higher.

The chart below compares mobile web to the other modes that GeoPoll offers:

In recent years, online surveys have become essential for businesses and organizations seeking valuable feedback from their customers and stakeholders. However, traditional online survey methods in many emerging markets are not always practical due to low internet penetration rates, limited computer access, and language barriers. That’s where mobile web-based surveys come in – a solution that enables researchers to reach a wider audience quickly and cost-effectively.

Link-based mobile surveys, in particular, have proven to be a cost-effective and efficient way to reach a large and diverse audience in Africa, Asia, and Latin America.

So, what are the benefits of link-based mobile surveys, and how can you effectively conduct them in emerging markets? Let’s explore.

Benefits of Link-Based Mobile Surveys

• Low Cost: Link-based mobile surveys are typically less expensive than other types of surveys, such as phone or in-person interviews. This is because there are no costs associated with travel, venue rental, or hiring interviewers. Additionally, online surveys tend to have a higher response rate, as they are less intrusive and can be completed at the respondent’s convenience.
• Question Flexibility:  Mobile web surveys are popular because they allow for more complex question types, including video, picture, and matrix questions, and they are not character-limited.
• High (and increasing) Reach: Mobile phones are pervasive in emerging markets, with many people owning smartphones or feature phones. Link-based mobile surveys can be sent via SMS, email, or social media, making it easy to reach a large audience.
• Cost-Effective: Traditional survey methods can be expensive due to printing, mailing, and data entry costs. Link-based mobile surveys can be created and distributed quickly and at a lower cost, making it a cost-effective option for businesses.
• Speed and Real-time Data: Link-based mobile surveys can be conducted quickly, with results available in real-time. This allows researchers to make data-driven decisions and adjust their strategies accordingly. GeoPoll provides dashboards for clients to monitor the progress of their field research projects in real time.
• Increased Response Rates: Mobile web-based surveys offer an easy and convenient way for respondents to participate, increasing the likelihood of getting a higher response rate.
• Scale and Diversity: Mobile web surveys can be conducted on a large scale, allowing researchers to reach a diverse audience across different regions and demographics. This is particularly useful for conducting research in emerging markets, where access to technology and internet connectivity can vary widely.

Mobile Web Surveys made for Emerging Markets.

Alongside SMS and CATI, mobile web is one of the core modes that GeoPoll has built and perfected over the years in our work across Africa, Asia and Latin. Here are the factors we practically consider ensuring the success of the surveys.

First, it is essential to ensure that the survey is mobile-friendly. The survey should be designed with a mobile device’s screen size and capabilities in mind. It should be easy to navigate, and questions should be short and straightforward.

Secondly, mobile web surveys must be short and simple. In emerging markets, mobile data comes at a premium and the success of a mobile web survey largely depends on its design and length. Keep the survey short and straightforward to increase participation rates.

Third, it is important to consider the target audience. In emerging markets, it is crucial to consider the target audience’s language, literacy level, and cultural norms. The survey should be translated into the local language and pre-tested with a sample of the target audience to ensure the questions are understandable and locally appropriate.

Then, it is important to incentivize participants to complete the survey. Incentives can include cash rewards, airtime credit, or other non-monetary rewards. GeoPoll’s partnerships with mobile network operators enable us to incentivize our surveys immediately upon completion directly via mobile airtime or mobile money.

Finally, it is important to consider data security and privacy. Data security is a primary right, which more and more people are conscious of and more and more governments are enforcing. According to GeoPoll’s Chief Legal Office, Timur Nusratty, surveys should be run on reliable platforms and hosted on secure servers in a manner that complies with local data protection laws, which GeoPoll closely monitors. Participants should be informed of their rights and how their data will be used.

How GeoPoll conducts Mobile Web Surveys

Questionnaire design – As stated earlier, the survey’s design can make or break its success. Guided by our client’s objective, the first step is questionnaire development. Fortunately, our mobile web platform supports multiple question types, including open-ended, matrix, video, picture, and select all that apply. It also allows for respondent screening survey routing, enabling us to add skip patterns and design complex surveys.

Sample – with the largest database of respondents across Africa, Asia and Latin America, GeoPoll can hyper-target most audiences for a survey by location and demographics such as gender, age, socioeconomic class, and more. We can also send the surveys to mobile phone numbers or email addresses provided by clients.

Survey sending – We mostly send out surveys via text messages, made possible and affordable by our direct integrations with most mobile network operators, with a link to the survey, which the respondents then complete the mobile web survey via a phone browser.

Data analysis – GeoPoll provides data in your chosen format, including pivot tables, raw data, written reports, custom dashboard visualizations, or infographics.

Mode fallback – Due to our mixed method capabilities, we can quickly fall back into other modes if we face challenges with mobile web.

To learn more about our capabilities for Mobile Web and other mobile-driven research solutions, do not hesitate to get in touch.

The post Conducting Mobile Web (Link-Based) Surveys in Emerging Markets appeared first on GeoPoll.

GeoPoll conducts millions of surveys annually using CAPI and CATI using our proprietary GeoPoll Interviewer Platform. This article looks at how to conduct CAPI Interviews, its benefits, and limitations.

Basic steps for conducting a CAPI survey:

The process of conducting CAPI surveys may vary from project to project and the tools used, but here is a typical process.

• Train the interviewers: Before conducting the survey, the interviewers should be trained on the survey software, the survey questions, and any specific instructions for conducting the interview. GeoPoll has a dedicated team that trains interviewers for every survey we conduct.
• Test the survey software: Before beginning the survey, the interviewers should test the survey software to ensure that it is working properly and that they are comfortable using it.
• Recruit participants: Identify a sample of people who match your survey’s population and recruit them. If your survey requires a specific criteria like age, location, or education, you need to screen the participants before the interview.
• Conduct the interview while entering the data: The interviewer will ask the participant the questions as they appear on the computer or tablet screen. The interviewer may also use skip patterns and routing instructions to present questions based on the participant’s responses. The data should be entered accurately, which is a major advantage of CAPI over pen and paper surveys.
• Data quality checks: Where possible, incorporate a mechanism for quality assurance to check for any errors in real time. The GeoPoll platform, for example, conducts automated checks for inconsistencies, unmatched GPS locations, and any breaks in data streaming and flags such for timely correction.
• Store and analyze the data: The data should be stored securely and backed up regularly. Once the data is collected from all participants, it can be analyzed to determine the survey results.
• Report the results: As always, the ultimate goal of any study is to provide actionable reports to decision-makers. Through the GeoPoll portal, one can check the results in real time, and we provide several finalized report types at the end of the study.

Why use CAPI?

CAPI is becoming increasingly popular among researchers due to its many advantages over traditional paper-and-pencil surveys.

One of the main advantages of CAPI is that it allows for real-time data validation and skip pattern logic. As the interviewer enters the data, the computer program can check for errors or inconsistencies in the responses, making it easier to identify and correct mistakes. Additionally, the program can be programmed to skip specific questions based on the respondent’s previous answers, which can help reduce the length of the interview and increase efficiency.

CAPI also allows for greater flexibility in question design. Traditional paper-and-pencil surveys often limit questions to multiple-choice or open-ended formats. However, with CAPI, researchers have access to a wide range of question types, such as rating scales, date pickers, and multimedia questions. This allows researchers to collect more detailed and accurate data.

Another advantage of CAPI is that it allows for more efficient data processing and analysis. With traditional surveys, data must be manually entered into a spreadsheet or database, which can be time-consuming and error-prone. On the other hand, CAPI allows the data to be directly transferred into a digital format, which can be easily analyzed and exported to various statistical software packages.

Drawbacks of CAPI

Despite its many advantages, CAPI also has its drawbacks. For example, the interviewer must be familiar with the software and have a good internet connection (at least at some point in the study). This can be a limitation in areas with poor internet infrastructure. To mitigate this for our studies, the GeoPoll Interviewer Platform provides for offline data collection until the enumerator has a connection.

Additionally, CAPI can be more expensive than traditional surveys because of the cost of the equipment and software. To counter this, GeoPoll uses our GeoPoll Interviewer App, which is installed on the interviewer’s own smartphone.

Conclusion

In conclusion, Computer Assisted Personal Interviewing is a valuable survey research method that offers many advantages over traditional paper-and-pencil surveys. It allows for real-time data validation and skip pattern logic, greater flexibility in question design, and more efficient data processing and analysis. However, it also has drawbacks, such as cost and potential discomfort with technology among participants.

GeoPoll can conduct face-to-face interviews via CAPI in almost any country and has experience responding quickly to fast-moving situations. To learn more about our capabilities, don’t hesitate to get in touch with us.

The GeoPoll Interviewer Platform from GeoPoll on Vimeo.

The post Computer-Assisted Personal interviewing (CAPI) – Process, Benefits & Limitations appeared first on GeoPoll.

IVR Surveys: Overview

In survey research, IVR enables the researcher to deploy voice surveys in the form of automated phone calls and then capture that survey data as mentioned by the respondent in the survey tool for further analysis. Using IVR surveys, the researchers define the audience they would like to use, integrate an IVR tool with the survey platform, and then deploy automated surveys. This helps collect quick responses from a large sample without manual intervention. The tool captures the responses accurately and, thereby into the survey platform.

There are several advantages of using IVR surveys to collect data from a target audience remotely. IVR surveys can be a powerful tool for collecting data from many people. IVR systems are fast, efficient, and cost-effective, making them ideal for large-scale surveys. They also allow respondents to participate in a survey at their convenience without needing to make an appointment or be available at a particular time.

How to Conduct IVR Surveys: The Steps

In this article, we go through the steps of creating effective IVR surveys.

1. Plan your survey, from the research objective

The first step (which applies to all types of research) is to determine the research objective properly. You could be looking for information on a particular topic, such as “what is the impact of the ongoing research on food availability in Somalia?” or you might want to know more about how people behave when using a brand’s product or whether they think it’s valuable and helpful. Before you conduct surveys, you must clearly understand what you want to achieve with your research. This will help you determine the right questions to ask and the most effective way to collect data.

Whatever your objective is, start with some general questions that will help guide your research, such as:

• What do I want my audience’s answers to be?
• What kind of responses will I get from them?
• What do I want to learn about my audience? What information do I need?
• What kind of data do I need to answer my research questions?
• How much time do I have to complete the research?
• How will I collect the data? What are the advantages of using IVR over other modes in this specific scenario?

Answers to these questions will help determine the purpose of the survey, the target audience, the questions you want to ask, and the interview length. Remember, one of the essential considerations in survey design is choosing the right target population. This includes defining the geographical area, age group, and other characteristics of the people you want to reach.

2. Create your IVR survey

Once you have planned your survey, you will need to create your IVR survey, which involves building the questionnaire, recording the audio questions, and creating the IVR menu.

Make the survey simple and short, with one question per call. The longer your survey session, the less likely it is that people will complete it—and they won’t remember what they did or didn’t do if they can’t answer your questions quickly. Keep in mind that you don’t have time to get into all the small details you would during a phone or face to face conversation. Rather than asking them about their personal life or emotions (which could be easily answered by reading between the lines), focus on the practical needs of the survey.

In a nutshell:

• Decide on the questions you want to ask – keep them short and simple.
• Prepare the script that the IVR system will read out.
• Set up your call flow – determine the flow on which the questions will be asked.
• Test your system – before going live, it is essential to test your IVR survey to ensure everything is working.

3. Conduct your Survey

Once your IVR survey is created, you will need to conduct your survey. First, you’ll need to set up a call center with the necessary equipment, software, sample phone numbers, and people. Then, deploy the survey, which involves calling the target sample and asking them to participate in the survey

Keep in touch with the metrics in real time. Some of the KPIs you could consider are:

• Response rate: How many people actually took the time to respond?
• Completion rate: How many people completed your survey?
• Completion time: How long did it take for them to complete the survey? Was there a lag between when you called them and when they finished their responses or did they finish quickly and you had some downtime before being put back on hold (because there were more calls)?
• Call abandonment rate: If someone left before completing their portion of the survey, how often did that happen over an hour or day-long period?
• Average call time on hold (COT): If you have an IVR system, this is calculated by taking all calls waiting for a customer agent during an hour and dividing them by total calls made during that same time frame. For example, if the IVR attempted a thousand phone numbers but only 50% were answered within 5 minutes; then this would be 50/1000 = 4%.

4. Analyze your Results

After you have conducted your survey, you will need to analyze the results. After your survey is complete, it’s time to collect and analyze the data, which can be done manually or with specialized software, depending on the data volume and the analysis’s complexity.

This step includes cleaning the data, analyzing it to determine the survey’s overall results, and then creating an actionable report from the data, as Brian Kiprop explains in this GeoPoll Talks podcast.

Conduct IVR Surveys Using GeoPoll

A good research provider will walk you through the process of creating and executing a successful interactive voice research survey. They’ll help you with:

• The design of your questionnaire
• The scripting of questions so they’re straightforward to understand
• Setting up an account with their company
• The scheduling and management of your research
• The reporting of your results so you can act on them

GeoPoll provides an end-to-end research service using IVR or any other mobile-driven data collection. We’re always happy to answer questions and walk you through the process of creating a successful survey. Contact us today.

The post How to Conduct IVR Surveys: A Step-by-Step Guide appeared first on GeoPoll.

There are two types of focus groups: in-person and remote. In-person focus groups are held in a predetermined location while remote ones are conducted online via video, phone calls, or messaging platforms such as WhatsApp.

A major benefit of conducting an in-person focus group is that you can observe the participant’s facial expressions and body language, which provides valuable information. Remote focus groups provide more privacy for participants because they don’t have to disclose personal information such as their address or phone number.

How focus groups typically work

With the choice that modern technology presents, there are several ways to run focus group studies. The common denominator is that a group of people is selected to represent the target market. This group is called a focus group. The research is conducted through a moderated discussion and feedback session with the focus group.

The focus group normally consists of at least 5 people, but it can be more depending on the scale of the study. The participants are chosen because they are representative of the target market, not necessarily because they have experience in the product or service area being researched.

Major considerations

The first thing to consider when setting up a focus group is the sample size. As always, the larger the sample size, the more accurate the results will typically be.

The second consideration should be the composition of the focus group. Usually, this will depend on your target audience and the needed feedback. For example, focus groups to discuss a diaper brand would consist of mostly parents, compared to one where the subject is toothpaste which can have a more general composition.

The third consideration should be where you want to conduct the focus group. You should consider how many participants you need and how geographically dispersed they are before deciding where to conduct your research study. If the target area and the targeted focus group members are within a city, you could choose a central location to meet the participants in person. When conducting a national study, it would make more sense to run the focus group online, such as by using Market Research Online Communities (MROCs).

Generally, the main factors to consider in setting up a focus group are:

• The purpose of the focus group
• The size of the focus group
• The type of participants for the focus groups
• Location of the focus groups

GeoPoll’s Remote Focus Groups

GeoPoll has experience collecting qualitative data through multiple mobile-based methods, including MROCs. GeoPoll’s mobile-based MROCs provide the best option for collecting in-depth insights from audiences across Africa and other emerging regions. Using GeoPoll’s unique mobile-based focus groups, you can gather high-quality qualitative data in a fraction of the time and cost of traditional research methods. To learn more or request a quote, contact us today.

The post Focus Groups: How they Work, and Major Considerations appeared first on GeoPoll.

GeoPoll is an active member of the Marketing & Social Research Association (MSRA) and GeoPoll’s Purity Wanja Njiru was a speaker at the MSRA Conference 2022 held in Nairobi on June 30, 2022. The theme of the conference was Business Agility and Purity made a presentation about the transition to remote data collection due to the COVID-19 pandemic.

This is an abridged version of her presentation.

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Since the pandemic started in 2020, we have seen considerable shifts toward the use of Computer-Assisted Telephone Interviewing (CATI) with larger and larger segments of our surveys being conducted via phone calls. One of the reasons for this is that with movement curtailed, fieldwork that would normally have been conducted face to face needed to be done remotely. CATI has the closest similarities to in-person surveys.

Transitioning to Remote Call Centers

Centralized call centers come with several benefits. It is easier to manage the team, quality control is done in real-time and resources such as internet connection and devices can be provided. However, with COVID restrictions, most enumerators needed to work remotely and we had to be innovative to ensure that the process was seamless and the data collected was of the high quality that GeoPoll produces. This transition didn’t come without some challenges:

• Remote work is traditionally uncommon in the developing countries where GeoPoll operates
• Many developing areas lack stable power and internet connectivity
• Remote operators must be provided with airtime credits/data to make calls and paid via mobile money
• Lack of in-person supervision/quality control

Despite these challenges, GeoPoll transitioned teams to work remotely without altering the work process, through a series of innovations.

• The GeoPoll Interviewer application was adapted to be used without advanced hardware or even an internet connection
• Simplified the tools so interviewers only needed a charged phone or tablet, the Interviewer App, and daily data connection to work.
• Contingency plans keep data flowing through power outages and other disruptions
• Enhanced quality control checks to address the challenges of remote oversight including random video checks, daily progress monitoring, automated and manual data quality checks, call recording reviews and the creation of GeoPoll’s Quality Control Dashboard.
• More individualized training of enumerators, supervisors, and managers. The trainings also went remote via video calls and detailed documentation.

Other Adjustments and Innovations

• Integration of mobile money for paying remote staff
• Implementation of other remote modes (in addition to CATI) in place of face-to-face research, including WhatsApp surveys, online focus groups and IDIs, MROCs, and live voice calls
• Research determined that sending an SMS notification in advance of CATI calls increases response rates by 15-20%
• To facilitate lengthy surveys originally designed for F2F administration, GeoPoll learned to split the questions into two or more CATI calls over several days

The bottom line: Remote Research is here to stay

It is our belief at GeoPoll that COVID-19 has changed how data is collected, and the shift to remote surveys is here to stay, especially with CATI. Today, GeoPoll oversees call centers in more than 75 countries and makes tens of thousands of calls each week.

As with other changes and trends, either self-initiated or forced such as the COVID-19 pandemic,  researchers need to be agile and willing to explore mixed-mode approaches.

GeoPoll had to redevelop the CATI application, enhanced quality control measures, and extensive interviewer training programs to ease the transition to remote call centers. Ultimately, the shift made us better and we are now able to provide data collection services to our clients faster and more affordably.

About GeoPoll CATI Services

GeoPoll administers voice call surveys through our own Interviewer (CATI) mobile application, which is specifically built for use in emerging markets and includes features such as offline capabilities and remote progress tracking. Learn more about our CATI solution here.

The post How GeoPoll Transitioned to Remote Call Centers appeared first on GeoPoll.

In this article, we enumerate the benefits and limitations of text message surveys.

Advantages of SMS Surveys

Text surveys are popular for a reason – SMS is still king in most parts of the world, and they come with several advantages:

• Cost – Being remote in nature and text messages being a cheaper option compared to phone calls, SMS surveys greatly reduce the level of effort, and cost as compared to in-person enumeration. They are also often free to respond to by the respondents, so the cost-benefit goes both ways.
• Speed – SMS surveys can be deployed instantaneously and as opposed to modes such as CATI and IVR, many surveys can be conducted simultaneously thus collecting data faster.
• Quality – Being a self-administered mode, reduces human error by enumerators.  such as inconsistency in survey delivery, an increased risk of a transcription error, and even fabrication of data.
• High response rates – Pretty much everyone with a mobile phone has access to the SMS feature on their phone, even those using basic and feature phones. The respondent also has full control over when, where, and how the text is reacted to. SMS surveys that are free for respondents such as GeoPoll’s also reduce the barriers to participation.
• Real-time Data – Backed by the right survey platform, results from SMS surveys can be relayed and analyzed in real-time for quick decisions.
• Honesty – survey respondents are more honest when responding to online or SMS surveys as opposed to phone or in-person surveys. Therefore, SMS surveying can contribute to higher levels of transparency, consistency, and accuracy in data collection.

Disadvantages

SMS surveys are a powerful tool for quick and cost-effective data collection, but they also have their limitations. Here are some of the disadvantages of using SMS surveys.

• Access – not everyone has a cell phone, and we may need data from people we cannot access on mobile, especially the marginalized.
• Lack of detail – SMS messages are limited in length which means that questions have to be shortened, often making them less clear. There is so much you can convey and request from respondents in 140 characters
• Errors by respondents – While we have outlined the advantage of self-service, there could be inadvertent errors (such as replying with a 1 instead of a 2 in coded answers) and intentionally misleading responses that could be caught by an enumerator (such as gender).

GeoPoll SMS Surveys

GeoPoll was the pioneer of SMS surveys in emerging markets. Over the years, we have perfected the use of SMS to collect fast, actionable data for brands, development organizations, media houses, and others. Our direct integration with Mobile Network Operators ensures respondents have a seamless experience taking the surveys, which do not cost any money for a respondent to receive or respond to, and we deposit airtime credit incentives immediately upon survey completion. Currently, GeoPoll has access to close to 300 million respondents across the world that we can survey using text messages, making GeoPoll the largest SMS survey provider in the world.

Contact us to learn more about our SMS Research capabilities.

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