Your question will probably be unique, however, the approach to its solution is likely to follow a pattern similar to that shown below.

OBJECTIVE AND PROPOSAL

First, we translate your question/problem into an objective and produce a proposal for the research.

INFORMATION GATHERING

Then information to solve the problem is gathered using a number of techniques. These can include:

• Desk research
  In which we make sure the wheel is not reinvented. Existing information is extracted from publications, reports, internet sites and any other relevant sources.

• Face-to-face interviewing
  Frequently this is the central part of our work and is that which requires the most skill and sensitivity in application. Respondents for interviews can include your customers (actual and potential), suppliers, competitors, regulators and those with an overview. A feature of the Invicta Industrial service is that its principal (Rod Glover) is responsible for all the face-to-face interviewing, so the most important information gathering technique is carried out by the most senior person, someone who is steeped in your problem and its context. (Beware of too many researchers being involved with your project. With each extra person there is increased chance of your objectives becoming watered down and subtle but important information being missed.)

• Telephone Interviewing
  This backs up face-to-face interviewing. It is useful for including respondents who cannot be included in the face-to-face programme for following up discussions with those visited. Telephone interviewing is also available as a primary information gathering tool.

• Focus Groups/Group Discussions
  Here people are invited to meet and discuss topics of interest to the research objective. A strong benefit is that group members stimulate each other to produce imaginative ideas. Skill is needed to keep the discussions on track and ensure the optimum interaction between participants. The Invicta Industrial service can include the recruitment of participants, organisation of venues and provision of a video record. Amongst the clients for focus groups moderated by Rod Glover is the Government Department DEFRA.

INTERPRETATION AND ANALYSIS

Interpretation and analysis is carried out by the principal of Invicta Industrial. Thus, the person who takes your brief and is responsible for the information gathering takes on the most important task, out of which the solution to your problem (the answer to your question) will arise.

PRESENTATION

Results can be presented formally or informally. You will be provided with a written document covering the main points of the presentation and summarising the research and its conclusions. An optional extra is a Reference Report, which incorporates much detail (including quotations from respondents). This will be of considerable interest to those who have day to day responsibility for implementing policy.

ROLE OF THE PRINCIPAL OF INVICTA INDUSTRIAL

Note that the principal of Invicta Industrial (Dr Rod Glover) plays a key part in all stages. This ensures:

• no dilution of the objective as it passes down the chain
• no missing of important points as results are passed up the chain
• the underlying needs of the client are under consideration at all times. (When juniors carry out interviews it is all too easy for the significance of an apparently throw-away remark to be lost if it doesn’t answer a formal question on the questionnaire)
• the person doing the analysis and making the presentation has access to the maximum amount of knowledge from the research. When we present a quotation from one of your principle customers (or the customer you always wanted but cannot interest) the principal of Invicta Industrial can picture the inside of the customer’s office and recall the body language when the comment was made.