SHAPIRO is constantly seeking out novel means of getting to the heart of client research problems. We have a strong history of innovation in Market Research, and many of the methods and research approaches pioneered by SHAPIRO are still widely in use today.
To keep our research on the leading edge of the industry, SHAPIRO cultivates new methodology wherever possible. Aside from integrating new methods into client projects where appropriate, we have a team of researchers, support staff, and management who are dedicated to discovery, innovation, and testing of emerging research methods. At SHAPIRO, we test and validate methodology exhaustively before employing it in our projects. Our innovative methods are always grounded in statistical expertise and a deep understanding of both qualitative and quantitative methodological processes.
While technology continues to improve, it's important to integrate sound research principles into any new technique - otherwise, it's just innovation for innovation's sake. We are also mindful of the limits of technology and the impact that changes in communication have on the quality of market research today. For example, our professional staff and statisticians have been closely monitoring the rise in cell-phone-only households and created new sampling plans to capture and account for this growing segment.
In another example, the shift to smartphones and an increase in tablet computing have led to a rush toward mobile survey methodology. However, not all projects are a good fit for a small screen or the shortened questionnaires mobile users may be expecting. We carefully pair methodology with the research need.
In a recent study, we were tasked with gaining insight into shopper reaction to a new section at a popular retail chain. Along with traditional shop-a-long methods, we employed an application that allowed consumers to draw the path of their progress through the store on a tablet computer. Those paths were captured and paired with a short survey on instant reactions to signage and shelf stocking the consumer was still experiencing. Here, new technology was a perfect complement to the project, and our client is planning on using the methodology for other testing.
You can keep tabs on all our latest research progress on the Insights section at the top of this page.