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w3dL About Case Studies Research Guidance: Frozen food in home

Research Guidance: Frozen food in home

Case Study
  • Client:

    Research Guidance (Richard Griffiths)

  • Task:

    In situ new product test for a major frozen food producer assessing a new variant of an existing product line with a balanced cross-section of their customer base. Surveys administered by field interviewers over several weeks.

  • Skills:

    Discussion on test design and analysis plan, data entry of paper questionnaires, data checking, coding of open-ends, fully branded visual table delivery

Through our connections with Morden Field,  we were invited to help on the data capture and analysis side of this project for Richard Griffiths at Research Guidance. Before the survey was designed, we had an extensive discussion with our client regarding his particular analysis needs.


Although 70% of our projects involve data from online studies, we still have high-level capabilities in working with paper-based surveys. These surveys still have incredible utility for all kinds of applications. With growing anxiety around online personal data, people may be more willing to volunteer their opinions in this fashion, so it’s important that we also cater for this type of research, in addition to leading edge online and  mobile data collection.  For some types of project, situations or respondents, paper can just be the best way.


As there is no computer checking when we capture data on paper, our data editing and verification steps are even more critical with projects of this sort. With all analysis projects we double-check the data for completion and check against toplines.


Keeping data firmly under control is part of our mission.  We believe it’s essential to ensure that the data collected makes logical sense, before analysis. So we prioritise data checks to ensure that the data that’s been collected is coherent and reliable.  


Morden Field, with whom we work extensively on CAPI projects, managed both the face-to-face surveys and the collection of the self-completion surveys,  and these were despatched to us for data entry.  We organised the data capture and coding, passing back aggregated visual tables to Richard in order that he could construct a narrative for his client.


On completion of fieldwork, we were quickly able to provide the final data, having already signed off the analysis reports which had been set up on interim data. Richard was working to incredibly tight and demanding deadlines with his client, so our speedy and accurate delivery was paramount.



Richard Griffiths was really happy with our work: “this was the first project of this nature that I passed to w3dL.  Their input concerning possible approaches, which was made with reference to the delivery of final analysis, really helped set a good course on this project.  Not only are the team really friendly to work with, they also thoroughly understand what we need as researchers, and help deliver it to us in a fast and precise fashion. Because of their years of experience, working on paper based surveys isn’t alien to the team, as they draw upon their history within the industry. To have a resource with an understanding of both traditional and leading edge methodologies is a huge asset”.

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