Event Survey
Faster and direct feedback on products and services from your potential customers at live events and activations.
Market research
From event surveys and focus groups to central location tests and mystery shopping, we design and run studies in both digital and traditional formats.
What’s included
How we can help.
In-Depth Interview
Direct collection of rich, qualitative information from individual participants through structured one-on-one conversations.
Focus Group Discussions
Gain insight into what your customers truly think about your products and services through guided group conversations.
Online Survey
Collect structured information from a broad sample of respondents through carefully designed digital questionnaires.
Mystery Shopper
Measure the quality of sales interactions and customer service across your locations with trained evaluators.
Central Location Test
Test your product or concept in a controlled environment to gather reliable, comparable consumer feedback.
Heatmap & Eye-Tracking
Maximise the visual impact of your designs and user interfaces by understanding exactly where users look and engage.
Case studies
Where we’ve done this before.
Feasibility & Concept Testing for New Product Segments
Assessed the feasibility of new product segments and mapped consumer preferences, attitudes, and willingness to pay for a major water bottling company exploring new-to-market offerings in Malaysia.
Testing New Communication Channels
Evaluated acceptance and effectiveness of a new communication channel for a national power utility, measuring its impact on brand perception and customer understanding of new products.
Correcting Data Assumptions for a Ride-Hailing Company
Examined marketing spend gaps in under-served suburban and rural areas in Malaysia, correcting key assumptions that were based on online-only data.
Price & Competition Mapping with Custom Dashboard
Organised large-scale periodic pricing and menu data collection from both international and local food merchants, supported by a custom dashboard for rapid analysis.
Nationwide Policy Tracking
Executed nationwide quarterly fieldwork to evaluate the effectiveness of national economic policy, coordinating complex sampling across Malaysia.
Infant and Adult Nutrition Research
Deep-dive qualitative and hybrid studies into infant and adult health nutrition products, focusing on consumer needs, brand trust, and product switching behaviour.
Vaccine Uptake & Immunity Perceptions (Post-COVID)
Explored vaccine uptake and optimisation in the post-lockdown period, understanding how different segments perceive immunity, risk, and prevention.
Policy & Procurement Impact on Medical Devices
Studies on the impact of volume-based procurement for high-value medical consumables, focusing on industrial trends and competitive positioning implications.
FAQ
Common questions.
What market research services does Basic Insight offer?
Basic Insight provides a comprehensive range of market research services including online surveys, in-depth interviews, focus group discussions, event surveys, mystery shopping, central location tests, eye-tracking and heatmap studies. We also offer agency services such as respondent recruitment, fieldwork management, data processing, and quality control for research agencies.
Do you offer both qualitative and quantitative research?
Yes, we specialize in both qualitative and quantitative research methodologies. Our qualitative services include in-depth interviews and focus group discussions, while our quantitative offerings encompass online surveys, event surveys, and central location tests. We often recommend blended approaches that combine multiple methods for richer, more reliable insights.
What is a Central Location Test (CLT)?
A Central Location Test is a research method where respondents are invited to a controlled environment to evaluate products, concepts, or advertisements. This allows for standardized testing conditions, immediate feedback collection, and the ability to present physical products or prototypes that cannot be easily distributed for home testing.
How long does a typical research project take?
Project timelines vary based on methodology and scope. A simple online survey might be completed in 2-3 weeks, while comprehensive studies involving multiple methodologies or large sample sizes may take 6-8 weeks or more. We provide detailed timelines during the proposal stage and maintain transparent communication throughout the project.
How do you ensure data quality and accuracy?
Quality control is embedded at every stage of our research process. For fieldwork, we use trained interviewers with regular supervision and back-checking. For online research, we employ attention checks, speeding detection, and response pattern analysis. All data undergoes rigorous cleaning and validation before analysis, and we maintain detailed audit trails for transparency.
How do you recruit research participants?
Unlike agencies relying solely on online panels, we recruit fresh respondents through multiple channels including live events and activations, digital advertising and social media, grassroots community networks, and targeted recruitment databases. This multi-channel approach helps us reach diverse, engaged participants who provide more authentic responses.
What is eye-tracking and heatmap research?
Eye-tracking and heatmap research uses specialized technology to measure where users look and how long they focus on specific elements of your designs, advertisements, packaging, or digital interfaces. This provides objective data about visual attention patterns, helping you optimize layouts, improve user experience, and maximize the impact of visual communications.
Talk to us about market research.
Tell us what you are trying to decide. We will suggest an approach, a timeline and a budget.