Consumer Unit

A well-experienced team of interviewers, moderators and data entry operators. To gather an in-depth understanding of consumer behavior; to know the astuteness and ambit of the consumer’s attitude, beliefs and perception with respect to concerned product/ service

Data Collection Approaches


  • Focus Groups
  • Standard
  • Mini
  • Extended
  • Executive Interviews
  • One-in-one, dyad, triad interviewing
  • In-depth Interviews
  • In-hall
  • In-home
  • Workplace
  • Online Focus Groups
  • Shop Accompaniment
  • Ethnographic Approaches


  • CATI
  • CAWI
  • PAPI
  • CLT
  • Mystery Shopper
  • Online
  • Telephone
  • Desk Research
  • Custom panels

Actual quality of the product - based in the roots - fieldwork

DolfinX’s Field Quality Assurance – Steps followed to assure the field quality

  • Match interviewers’ profile with respondents’ profile
  • Decentralized approach to train interviewers
  • Conduct mock/ pilot interviews to familiarize interviewers with the questionnaire
  • Trained field supervisors to review/ scrutinize all completed questionnaires for legitimacy, accuracy and consistency
  • Back-check a min. of 25-30% of all completed interviews (by independent back-checkers)
  • Cross-check 45-50% of data for authenticity
  • Double punching (few questionnaires) to verify data entry
  • Verification of coding/ re-checking of coded questionnaires
  • Proofing and checking of variables before data processing (20-25% of data)

Consumer Unit in Action – A General Methodology

  • Database review & Desk research
  • Questionnaire design (if required by client)
  • Data analysis specification design (as per requirement of client)
  • Pilot survey (qualitative and quantitative)
  • Full-fledged field survey
  • Logic-check (100%); Back-check (30% – provided sample is >100); 100% verification – provided sample is <100
  • Data-coding, loading, cleaning
  • Data analysis (as per requirement of client)
  • Report writing & Presentation (as per requirement of client)

Capabilities & strengths

Key success factors

Project Framework

  • DolfinX adopts a collaborative model working closely with client team members and DolfinX’s affiliate consultants
  • DolfinX’s consultants are responsible for project management & execution, key analysis & recommendation, etc.
  • DolfinX’s affiliate consultants are industry experts in their specific field
  • We make extensive use of DolfinX’s knowledge database coupled with secondary & primary research