MSR has profound expertise across methodologies to help in different stages of your sales & marketing process. We deliver data-driven insights by applying targeted research tools ensuring every recommendation is relevant and actionable for developing products, refining processes, and shaping strategies. We apply AI-assisted analysis to speed up and refine data processing. MSR leverages artificial intelligence to deliver faster, more accurate insights via:
- AI-assisted coding of open-end responses with better accuracy, and reduced processing time
- Intelligent survey programming: Questionnaire customization and probes based on respondent profiles and in-survey responses
- AI based survey data quality control emphasizes MSR's commitment to data accuracy and reliability. Logic consistency checking, Outlier detection, Data integrity scoring, Response time analysis, etc. are areas where AI based QC plays a role.
We use different research modules in each pillar to come up with relevant insights that help develop products, processes and strategies.
- To define and prioritize consumer and business segments and learn how to address them (communication, distribution)
- To learn about consumer perceptions, attitudes and motivations to convert them into customers and increase loyalty. Know which messages resonate and which media promises the best reach.
- To understand consumer needs to develop and optimize products/brands tailored to their requirements.
- Review current practice & performance of Partners/Retailers to see where they may need to be re-aligned
- Monitoring Distribution Metrics, Market Shares and track your visibility at POS
- Retailer recommendations can heavily impact on the consumer’s brand choice. Learn about retailer/distributor needs, preferences, perceptions and how they want to engage with you to make sure they are on your side.
- Measure employee satisfaction, skill gaps, attitudes and motivations to get a picture of the current organizational culture
- Identify elements that would need to undergo a change process to attract and keep the best talent whilst sustaining market success (including employer branding studies).
- Investigate current practices and need gaps to help build educational offers
Understand markets, customers, and opportunities with actionable insights
- Market Mapping and Sizing
- Usage and Attitudes Studies
- Market/ Consumer Segmentation
- Shopper & Retailer research
- Consumption Diary Studies (please see below)
Maximize adoption for new ideas and products.
- Insights/Idea Screening Studies
- Concept test
- Conjoint/Choice Modeling/Pricing Research
- Product test in Central Location/Home use test
Build stronger brand connections and optimize brand experience.
- Creative ideas screening
- Media mix optimization
- Advertising Pre-testing
- Implicit tools – Facial coding, Eye tracking
Measure, monitor, and improve your brand’s market impact.
- Brand Health and Advertising Performance Tracking
- Media Studies
- Post-launch evaluation
- Customer/ Channel/Partner Satisfaction
- Mystery shopping
- POS visibility tracking
Mobile Diary Studies with Barcode Scanning
MSR's homegrown mobile diary tool provides accuracy in measuring actual consumer behavior. We capture accurate, time-stamped records of consumer behavior while reducing recall bias. Key benefits include:
- Real-time consumption tracking: In-the-moment purchase and usage recording
- Barcode scanning integration: Instant product identification and data capture at SKU level
- Geolocation mapping: Precise tracking of purchase locations and contexts
- Photo documentation: Visual evidence of consumption occasions
- Occasion insights: Time, place, and circumstance data for each consumption occasion
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Authenticity: Natural consumption patterns without influence of interviewers
Data Collection
In Myanmar, data is collected via Face-to-Face interviews using tablets(CAPI) or via computer-assisted telephone interviewing (CATI) using our nationwide MSR respondent database, enabling us to reach targeted participants, including those in rural, independent of conflict dynamics.
Myanmar's Largest Consumer Survey Panel: 200,000+ Mobile Panel
MSR operates Myanmar's most comprehensive respondent database, featuring:
- 200,000+ active mobile phone users across all regions and states of Myanmar
- Continuous panel refreshment accounting for natural attrition
- Nationwide geographic representation including rural and urban demographics
- 15 states and regions coverage reflecting Myanmar's diverse population
- Respondent Verification: All respondents physically verified by MSR field teams or using Phone-based quality control screening by our independent quality control team before onboarding
- GDPR and ESOMAR compliant: Full informed consent and privacy protection Rapid Response Capability
Digital literacy is still developing in Myanmar despite a very high smartphone penetration. The consequence is a low response rate to online surveys of study participants aged 30+ (especially when they are rural and female). We do conduct online research projects but only with a younger target market.
MSR has a large in-house operations team for Myanmar where we don’t outsource any fieldwork to other companies to ensure data validity.
For other South-East Asian markets, we work with trusted partners for data collection. Methodology in other markets depends on the country and type of study – for example, Thailand and Vietnam is predominantly online surveys especially for consumer research while CAPI is still relevant in markets like Cambodia. We conduct studies across countries by employing similar strict levels of Quality Control measures.
Fieldwork timings are met – even during the monsoon season.
Facilities
We have Central Location Test facilities in Yangon that are equipped with kitchens and have enough space to invite consumers for testing your product incl. live cooking/food preparation.
In other major cities we have identified venues that fulfill our strict standards for product preparation, storage and testing (e.g. in an odor-free, hygienic environment).