Numbers that represent your whole audience, not just the people who answered.
Custom quantitative studies, with supervised fieldwork and ISO 20252 certified processes.
Quantitative research measures the opinions, behaviors and characteristics of an audience, using a representative sample and structured questionnaires. The output is percentages and indicators with a known margin of error, so you can generalize the findings to the entire population studied and compare groups with statistical confidence.
Decisions it supports
When the question is how many, how much or how often, you need numbers that represent the whole audience, not just a handful of opinions.
- Measure satisfaction and loyaltyTrack how customers and users see you, including with NPS, and pinpoint where the experience breaks down.
- Evaluate public services and policiesHear from the public with samples that are representative by region, age group and socioeconomic profile.
- Track indicators over timeRegular waves show whether your initiatives are working and how the market is changing.
- Size the audience and marketEstimate how many people use, buy or are interested in a product or service.
- Compare brands and offersSee how your brand, product or concept stacks up against the alternatives.
- Prioritize investmentsFind out which attributes matter most to people’s decisions and where to start.
A type of study for every question
The type of research depends on what the study needs to find out. These are some of the most common. Every project is designed around the client’s decision and may combine several types.
NPS: Net Promoter Score
NPS measures loyalty with a single question: on a scale of 0 to 10, how likely is the customer to recommend the company to a friend or colleague? The score is the percentage of promoters minus the percentage of detractors, and it ranges from −100 to +100. Checon pairs the score with a follow-up question on the reason and with driver analysis, to show what to do to improve.
Best for: companies and agencies that want a simple metric to track customer experience and compare results over time.
- Loyalty and likelihood to recommend
- Reasons given by promoters and detractors
- Trends over time and comparisons across units, channels or segments
- 0Detractors
- 1
- 2
- 3
- 4
- 5
- 6
- 7Passives
- 8
- 9
- 10Promoters
NPS = % promoters − % detractors (from −100 to +100)
- −100 to −1Critical zone
- 0 to 49Improvement zone
- 50 to 74Quality zone
- 75 to 100Excellence zone
- Relational NPSMeasures the overall relationship with the brand in regular waves, tracking how it changes over time.
- Transactional NPSMeasured right after an interaction, such as a purchase, delivery or service call, via IVR, web or phone.
Satisfaction and experience: CSAT, CES and other indicators
One-off or ongoing satisfaction programs, using the metrics that best answer the client’s question. The analysis also shows what makes customers praise, complain or walk away.
Best for: companies and agencies that want to track customer experience over time.
- Overall satisfaction and satisfaction at each stage of the journey
- Effort needed to get issues resolved
- Attributes with the most impact on the result (driver analysis)
- CSATCustomer Satisfaction ScoreSatisfaction with a specific service, product or interaction, usually on a 1 to 5 scale.
- CESCustomer Effort ScoreHow much effort customers had to put in to resolve an issue. The less effort, the more likely they are to stay.
- JourneySatisfaction by touchpointA rating for each stage: purchase, delivery, service, support, billing. Shows where the experience breaks down.
- LoyaltyRepurchase or renewal intentWillingness to stay, buy again or renew, and the reasons behind those thinking of leaving.
- DriversImportance × performanceMaps what matters most to customers against how each attribute is rated, and shows where to start improving.
Brand image and positioning
Shows how well known the brand is and how it’s perceived against competitors: what comes to mind unprompted, which attributes people associate with it, and where its strengths and weaknesses lie.
Best for: launches, repositioning, rebranding and periodic tracking.
- Unaided and aided awareness
- Associated attributes and position relative to competitors
- Brand funnel: awareness, consideration, preference and rejection
Campaign evaluation (pre and post)
Before launch, a pretest compares ads and scripts to pick the clearest and most persuasive. After launch, a post-test measures whether the campaign was remembered, understood and attributed to the brand, comparing people who saw it with people who didn’t.
Best for: advertisers, communication agencies and government bodies running public service campaigns.
- Unaided and aided recall
- Message comprehension and brand attribution
- Impact on brand image and audience intent
Habits, attitudes and purchase journey
Shows how people buy and use a category: frequency, stores and channels, brands, choice criteria and who influences the decision.
Best for: entering new markets, portfolio reviews and channel strategy.
- Purchase frequency, channels and locations
- Choice criteria and influencers
- Consumer profiles with distinct habits
Audience profiling and segmentation
Shows who your audience really is and how it breaks down into groups with distinct situations, needs and behaviors, rather than an average that describes no one.
Best for: organizations that need to design products, programs or communication for diverse audiences.
- Audience profile, background and characteristics
- Groups with distinct needs and behaviors
- Differences by region and segment
Location and expansion assessment
Assesses whether a new store or branch would become part of people’s routine: shopping missions, travel routes, interest in the new location and the risk of simply pulling customers from the chain’s own stores.
Best for: retail and service chains planning to open or relocate locations.
- Shopping habits and missions in the area
- Interest in the new location and what it would need to offer
- New customers × cannibalization
Concept and product testing
Evaluates ideas, products, packaging or names before launch, measuring appeal, comprehension and purchase or usage intent, and compares the alternatives head to head.
Best for: launches and relaunches, before you invest in production and media.
- Concept appeal and comprehension
- Purchase or usage intent
- Comparison between alternatives
Retention, churn and win-back
Investigates why customers stop buying or cancel, confirms where each customer actually stands, and separates those who might come back from those unlikely to return.
Best for: companies with a customer base, subscriptions or repeat purchases.
- Where the customer actually stands, and why they left
- Points in the journey where the experience breaks down
- What would bring the customer back
Public opinion and evaluation of public services
Measures how the public perceives services, programs and policies, with samples representative by region and profile, to guide priorities and communication.
Best for: federal, state and municipal government bodies and international organizations.
- Evaluation of services and programs
- The public’s priorities and demands
- Awareness and understanding of policies and campaigns
Internal communication and employee experience
Listens to employees to understand how communication reaches each team, what builds trust and what needs to change, and tracks it over time.
Best for: companies and agencies with large, dispersed or field-based teams.
- Reach and understanding of internal channels
- Credibility of messages and messengers
- Format and channel preferences by profile
Integrity culture and compliance
Measures how employees see the integrity program: leadership, policies, training, reporting channels and investigations, separating those who know about it, those who have used it and those who trust it.
Best for: companies and agencies with integrity and compliance programs.
- Awareness of, use of and trust in each mechanism
- Leadership, policies, training and channels
- Changes between waves and differences across departments
The right method for each audience
The choice depends on who needs to be heard, how long the questionnaire is, whether stimuli need to be shown and the timeline. Many studies work best with a mix of methods.
CATI: telephone interviews
Trained interviewers follow an electronic script, with supervision and call monitoring. Reaches different regions quickly, with strict quota control.
Best for: opinion polls, customer satisfaction and geographically dispersed audiences.
- Reach across different regions
- Supervision and call monitoring
- Strict quota control
Face-to-face interviews (F2F)
Personal interviews in homes, high-traffic locations, events or service points, with or without tablets. With tablets (CAPI), the questionnaire logs the time and length of each interview, and data comes in consolidated, with no manual data entry. Materials, packaging and products can be shown to respondents.
Best for: audiences that are hard to reach by phone or internet, studies with physical stimuli and longer interviews.
- Reaches people who aren’t reachable by phone or online
- Respondents can see and handle products and materials
- With tablets: time and length logged, no manual data entry
Web: online surveys
An online questionnaire sent to a customer base, specific audiences or recruited participants. Supports images and video, at lower cost and with faster turnaround.
Best for: customer bases, connected audiences and concept tests with visual stimuli.
- Lower cost, faster turnaround
- Supports images and video
- Participants answer at their own pace
IVR: interactive voice response
An automated phone interview in which participants answer by voice or keypad. Suited to high volumes and short questionnaires.
Best for: post-service surveys and frequent pulse checks with a few questions.
- High volumes, fast
- Ideal right after a service interaction
- Short, focused questionnaires
Sample, margin of error and confidence level
A representative sample mirrors, on a smaller scale, the makeup of the audience studied by region, sex, age, social class or another relevant criterion. For socioeconomic classification, Checon uses the Brazil Criterion (Critério Brasil), the standard set by ABEP.
The margin of error shows how far the result may be from the true value in the population. The confidence level shows how sure we can be that the margin holds. Larger samples shrink the margin, but each additional interview adds less precision.
percentage points is the margin of error of a survey with 1,225 interviews, at 95% confidence.
Estimate for simple random sampling, assuming a 50% proportion (the most conservative scenario). Each study’s sampling plan also accounts for quotas, stratification and analysis groups.
Quality control at every stage
On every project, Checon follows the procedures set out in the international standard for market, opinion and social research.
- Interviewer training and briefing before each project
- Fieldwork supervision and monitoring of telephone interviews
- Back-checks of a share of interviews with respondents
- Consistency checks and quota control during data collection
- Traceability at every stage, from questionnaire to final dataset
- Personal data handled under Brazil’s data protection law (LGPD)
20252
Certified since 2010, with external audits and internal quality control on every project.
From business question to result
- 01Briefing and objectivesWe get clear on the decision the research needs to support and the audience we need to hear from.
- 02Sampling plan and questionnaireWe define the sample, quotas and data collection method, and write a clear, unbiased questionnaire.
- 03Pretest and fieldworkWe pretest the questionnaire and launch data collection with supervision and quality control.
- 04Processing and checksData is verified, cleaned and, where necessary, weighted.
- 05Analysis and presentationWe deliver results, expert interpretation and practical recommendations.
Deliverables of a quantitative study
- Validated questionnaireReviewed and pretested.
- Sampling planSample size, quotas, margin of error and confidence level.
- Clean datasetConsistent data, ready for further analysis.
- Cross-tabulationsResults by profile, region and segment.
- Analytical reportKey findings with expert interpretation.
- Executive presentationSummary and recommendations for decision-making.
In practice
Understand who small business owners really are, including those who closed their business or never got started.
Nationwide telephone survey with more than 10,000 interviews, segmentation and comparison with the registry.
Entrepreneur profiles that guided the organization’s training and communication.
Articles on quantitative research
Questions about quantitative research
What is the ideal sample size for a survey?
It depends on the precision you need, the size of the population and the groups you need to analyze separately. For a large population, about 1,070 interviews give you a margin of error of 3 percentage points at 95% confidence. If you need to compare regions or profiles, each group needs a large enough sample. Use the calculator on this page for a first estimate.
Talk to a specialistWhat are margin of error and confidence level?
The margin of error shows how far the sample result may be from the true value in the population. The confidence level shows how sure we can be that the margin applies. For example, 40% with a 3-point margin at 95% confidence means that in 95 out of 100 possible samples, the true value would fall between 37% and 43%.
Talk to a specialistPhone, online or face-to-face: which is right for me?
It depends on the audience, the length and complexity of the questionnaire, whether you need to show stimuli and your timeline. Phone (CATI) combines reach and control; online is fast and supports images and video; face-to-face reaches people without phone or internet access and lets them handle products. Many studies combine methods.
Talk to a specialistHow long does a quantitative study take?
It depends on sample size, data collection method, geographic coverage and how hard the audience is to reach. Checon lays out the full schedule in the proposal, from questionnaire to results presentation.
Talk to a specialistHow is interview quality controlled?
Checon follows the ISO 20252 standard and has been certified since 2010. That covers interviewer training, fieldwork supervision, monitoring of phone interviews, back-checks of a share of interviews with respondents, and data consistency checks.
Talk to a specialistWhat is NPS and how is it measured?
The Net Promoter Score measures how likely a customer is to recommend a company, on a scale of 0 to 10. People who answer 9 or 10 are promoters; 0 to 6, detractors. NPS is the percentage of promoters minus the percentage of detractors. What matters most is understanding the reasons behind the score, which Checon gets at through satisfaction driver analysis.
Talk to a specialistLet’s design your next study
Tell us what decision you need to make. A specialist will get back to you within 1 business day with an initial approach.
- +55 61 3542-2876
- checonpesquisa@checonpesquisa.com.br
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CEP 70760-521 · Brasília, DF, Brazil