Techniques

Survey & Data Science

Survey Science Expertise that Guides Both Marketing and Public Policy

Survey Research in Transition

The continuing role for survey research as a key instrument of market intelligence requires the expertise to ensure that survey science remains rigorous and predictive in a radically new, AI-powered insights environment. There are already discussions about the applicability of synthetic data to opinion research and questions being posed about the implications of scaling AI-guided qualitative data up to survey proportions. These are issues that will challenge the standards we apply to both qualitative and quantitative research disciplines.

While surveys are just one sightline to consumers, they remain indispensable sources of insight linking motivations and experiences to behavior. We think it’s a safe bet that AI will not replace survey data — merely add extra horsepower. A holistic insights perspective requires the contribution of survey research – and continuing appreciation for the art and science that makes it work.

Informing the Future: Survey Expertise that Helped Shape the Discipline

To do their job, surveys must represent the people we need to hear from and measure what we mean to measure. NAXION has long been known for the proficiency required to produce survey insights our clients can trust, which is why we have a long history of supplying survey evidence to courts and policy input to regulatory authorities. Inspired by that legacy, a team of dedicated senior practitioners who write, teach, and testify on survey methodology give our clients access to an uncommon level of expertise not readily duplicated elsewhere.

Our reputation for delivering trusted marketing insights, as well as our credibility in courtrooms, reflect the firm’s early and ongoing contributions to the field of survey science.

  • Skilled survey design, including an understanding of critical metrics and their implications
  • Sensitivity to task construction that minimizes survey burden and maintains effective respondent engagement
  • Pretesting enhanced by cognitive debriefs to flag survey design issues
  • Vetting and oversight of panel resources to ensure samples are authentically projectable, and development of custom sampling frames where panel resources are inadequate
  • Survey weighting expertise to ensure samples are reliably projectable and trend dynamics accurately monitored
  • A facile database toolkit for sharper interpretation including techniques to identify what’s meaningfully different, not just significantly different

Fluency Across Markets and Methods, Flexibility Across Platforms

NAXION is resourced to execute all types of surveys using every data collection method, including all mobile devices and platforms, and we conduct research everywhere around the globe. We make our proprietary NA-Quest℠ survey software available to clients but we are also adept at using and customizing platforms like Qualtrics to expand their capabilities. NA-Quest℠ data flows into Querius® our exceptionally powerful and highly adaptable survey software platform, Querius®, whose capabilities exceed what is available through most third-party analytic platforms.

Exacting Quality Control from the Inside Out

A dedicated culture of QC ensures consistently error-free data for critical insight programs and high-stakes strategic decisions.

Tight Operational Oversight managed by a top-notch internal operations team

Impeccable Programming Accuracy and Agility achieved with a staff of expert inhouse programmers

Exacting, ISO-certified protocols that guide and socialize best practices in our firm and ensure compliance by global partners