True North Research, Inc.

Scientific Surveys

Telephone
Collecting survey data via telephone remains the most common method, in part because of the control it affords a research firm in managing the sampling design. True North has extensive experience designing and conducting telephone surveys using a variety of sampling methods; including random digit dial (RDD), voter file, and listed samples or databases provided by a client or obtained through a third-party vendor such as Dunn & Bradstreet. We offer the latest in CATI programming capabilities and use only high quality, cost-competitive, professional interviewers.

Mail-out
Mail-out surveys come with a number of methodological challenges, such as low response rates, self-selection and response bias, position order effects, and other possible sources of measurement error. These challenges are too often over-looked or assumed-away by those conducting a mail survey. True North recognizes these challenges and employs a number of innovative techniques for overcoming them; thereby providing our clients with reliable data. We can manage all aspects of a mail-out survey, and specialize in producing surveys that have the look and feel our clients want.

Web
Although not appropriate for all situations, web surveys are occasionally the best and most cost-effective way of collecting reliable survey data. True North offers the latest in web survey technology. We can customize the look and feel of the survey to match our client’s preferences, stream video, and employ sound. Our software has all of the capabilities of the most sophisticated CATI system, including randomization, sophisticated skip-pattern logic, linking information from the sample file or previous questions into subsequent questions, and unsubscribe features. We can also recruit participants using a variety of methods, such as pop-up windows, direct e-mails from listed samples or databases, or through mail, telephone, and intercept recruiting.

Intercept
Occasionally, the persons of interest to our clients cluster in a particular location - such as an airport, park, or retail store. In such cases, an in-person intercept method is often the most cost-effective way of collecting survey data. Of course, one of the challenges of intercept interviewing is to collect the data according to a sampling plan so the data can be reliably projected. The staff at True North has extensive experience developing and implementing sampling designs to collect representative data in environments that can be logistically challenging.

Mixed-Method
Sometimes there is no single data collection method that will achieve a representative sample, or there is a need to offer a potential respondent multiple ways to participate in the study in order to maximize participation rates. In such cases, True North can design mixed-method studies using multiple sampling plans and data collection methods.

Focus Groups
Whereas a survey is a structured interview, a focus group is a valuable research tool for exploring the opinions, values, and beliefs of individuals through a moderated discussion. Focus groups are particularly valuable for developing a deeper understanding of the motivations and rationales that underlie stated opinions, and are most appropriately used for generating hypotheses about how people think and feel about a topic. The principals at True North have designed and moderated dozens of focus groups on topics ranging from political issues to advertising and copy-testing to product evaluation. When appropriate, we also employ customized simulations and exercises in the groups that tend to reveal patterns and motivations that might not appear through direct questioning and discussion.

Executive Interviews
When attempting to interview persons of importance - such as Council Members, Board Members, community leaders, industry leaders, or busy professionals - it is often best to use trained researchers who are intimately familiar with the study to conduct the interviews. This is especially the case if the interview is exploratory in nature and requires the interviewer to adjust the line of questioning in response to a participant’s answers or demeanor. Dr. McLarney and Mr. Sarles personally conduct these types of interviews - termed executive interviews - for True North. Executive interviews are often valuable at the beginning of a larger quantitative project to understand the opinions, expectations, and concerns of various stakeholders and key leaders.

Statistical Techniques
Different research questions not only demand different data collection methods, they also often demand different and sometimes sophisticated analytical techniques. When seeking to define the number and type of market segments for a service or product, for example, cluster analysis is an invaluable tool. To understand what factors cause a particular opinion or behavior, regression analysis is more appropriate. Conjoint analysis, on the other hand, is valuable for understanding how best to package a number of features of a product or service.

True North’s principals not only have the requisite formal training in statistical techniques such as linear and logistic regression analysis, cluster analysis, discriminate analysis, conjoint analysis, and analysis of variance, they also have the experience of applying these techniques in a variety of real-world settings.

Secondary Research
Although True North specializes in designing and implementing primary research studies, we also offer secondary research services, such as processing, analyzing, summarizing, and reporting on data that have already been collected from other sources.