Qualitative Research

Operational Process

From the discussion guide translation to the delivery of English or Arabic transcripts, Field Square team undertakes proficiently all research operations

  • Translating screener and discussion guide into the countries native language
  • Training on the project objectives and information areas that will be covered
  • Team of recruiters that reach respondents according to designed screeners
  • Over recruitment is applied
  • Process audits are conducted
  • Through our trained and qualified moderators
  • Delivery of English/Arabic transcripts or table of content as per the client request

Focus Groups provide insights on how people Think – Behave – Work – Subsist – Engage - Connect and ultimately make decisions about which products they will invite into their lives.

Group discussion provides insights that would be less accessible without interaction found in a group setting—listening to others’ verbalized experiences stimulates memories, ideas, and experiences in participants.


In-depth Interviews is commonly used to capture deep insights and use laddering techniques.

IDIs is as well used to interview difficult to recruit respondents.


The study is to narrow the gap between consumer claims and real usage practices.

IHVs extended to be at least 2 hours between observation and interviewing of target respondent.


Shopping safaris enable us to grasp, behavior on isle, Shopping Influences , route of shopping, level of planning vs. actual purchased and types of shopping trip.


Interviews are conducted with respondents at their homes. Fieldwork is conducted using the Stratified Random Sampling approach which follows a door-to-door random walk method, guided by the use of PSU's (Primary Sampling Units) and SSU (Secondary Sampling Units) that are pre-classified with socio-economic classification (SEC).

After determining the SSUs each interviewer is given a starting point in the SSU. The interviewer starts by taking the first building on his/her right hand and starts with the first apartment on his/her right hand. Only one interview is made per floor. If an interview was successful the interviewer leaves 3 floors and start in the fourth. A maximum of 3 interviews are conducted per building.


Used for special quota requirements through face to face interviewing.

In street intercept methodology, interviewers are spread across the different PSUs (Primary Sampling Units) to assure diversity of data collected.


CATI (Computer Aided Telephone Interviews) is the fastest data collection methodology following the online method. CATI is used to get a national representation of the data, as well as it is very useful for quota based studies.

Interviews are either conducted through RDD (Random Digit Dialing) or through a list of the respondents contacts.


CLT (Central Location Testing) is used usually for product testing, advertising testing and concept testing studies.

CLT has to have specific characteristics in terms of finishing, furnishing and space between different interviewing units as not bias respondent opinion.

During product testing neutralizers are used between different products testing.

Sequential Monadic interviewing is used to assure proper rotation of the products, ads, concepts tested.


One of Field Square core competences is online Research with intense coverage in MENA, we operate in B2B and B2C interviewing.

Starting from your questionnaire programing and scripting to delivering you the data in your required format.

We utilize multiple source recruitment. Our affiliate panels are recruited by email and online marketing with a diverse online partners and targeted website advertising.

Our rewards opinion panels utilize a “by-invitation only” methodology, partnering with a diverse set of globally recognized consumer and business-focused brands.

All panels are localized, not just translated, with native language panel support and country-specific reward choices.