Alphabet SAS

Alphabet is an independent agency, ready to handle quantitative projects but highly specialised in qualitative research and communication studies. Like the letters of the alphabet, modern brand signs (logos, words, images, colours) are linked by codes which must be governed in the best possible way. That is Alphabet’s area of expertise.

Service Range

  • Quantitative primary research.
  • Qualitative primary research.
  • Secondary research.
  • Supporting piecemeal qual research services.
  • Non research B2B services.
Minimum Service for Primary Research

  • Quant: fieldwork with (if relevant) data entry.
  • Qual: moderating.

Including any preceding tasks leading up to this service level.

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SKU: ITA09WRA Category: Tags: ,

Description

More and more communication issues affect behaviour, consumption, social developments. More and more the process of value creation is based on the ability to tell stories; and brands (and organisations) compete to get in deep resonance with their audiences by originating tales which can be shared. As a consequence, the importance of narrative marketing is increasing. Marketing today has to be very sensitive to the symbolic value of products and fully understand the principles of storytelling. Research is a precious tool for grasping the signs of change and identifying the most promising brand stories. In order to succeed, the analysis must be updated to the latest developments of narrative sciences. In this area we offer a specific competence, which in the last few years has led to the publication of several books.

Quantitative Research

In-house Consulting Capabilities

  • Survey (methodology designing.
  • Questionnaire designing.
  • Sample plan development.
  • Summary reporting in writing.
  • Full reporting in writing.
  • Reporting by means of an in-person executive presentation.
Operational Capabilities

  • Fieldwork with or without data entry.*
  • Translation of field documents/responses to open ended questions.
  • Questionnaire/DE programming on – or offline.*
  • Coding of responses to open ended questions.*
  • Online reporting/tracking.
  • Raw data file preparation.*
  • Data tabulations.*
  • Advanced statistical analyses.*

* Outsourced.

Data Collection Methods

  • Paper aided personal interviewing (PAPI).
  • Computer aided personal interviewing (CAPI).
  • Central location test using PAPI or CAPI.
  • Computer aided web interviewing (CAWI).
  • Computer aided telephone interviewing (CATI/WATI).
  • Mystery shopping – physical visits.
  • Mystery shopping – telephone calling.

Qualitative Research

In-house Consulting Capabilities

  • Survey (methodology) designing.
  • Guide and screener development.
  • Summary reporting in writing.
  • Full reporting in writing.
  • Reporting by means of an in-person executive presentation.
Operational Capabilities

  • Recruitment with incentives.*
  • Moderating.
  • Translation of guide and screener.
  • Venue, hospitality and equipment.*
  • Simultaneous translation to English.*
  • English transcripts.

* Outsourced.

Data Collection Methods

  • Venue based focus group discussions.
  • Online focus group discussions.
  • Venue based indepth interviews.
  • Home based indepth interviews.
  • Online indepth interviews.
  • Telephone indepth interviews.
  • Online bulletin boards.
  • Home based observations (e.g. ethnographic studies).
  • Retail based observations (e.g. shopping accompaniment).
Respondents

  • Consumers.
  • Retailers.
  • B2B services.
  • Distributors, wholesalers and importers.
  • Finished product manufacturers.
  • Semi-finished product (component) manufacturers.
  • Industry experts, professionals, specialists, industry observers.
  • Government officials.
Secondary Research Methods

  • Online.
  • Offline.
Direct Field Resources

  • Italy.
Standalone Piecemeal Research Services
 
Qualitative

  • Translation of DG and screener.
  • English transcripts.
  • Summary reporting in writing.
  • Full reporting in writing.
  • Reporting by means of an in-person executive presentation.
Industry Sectors
 
Specialisations

  • Fashion.
  • FMCG.
  • Leisure.
 
 
Industry Exclusions

  • Raw Materials.
Other B2B Services

  • Communications consulting.
  • Training.

Additional information

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