Our research experts have extensive experience and comprehensive knowledge in providing expert consulting, social listening, competitor analysis, brand equity research, price testing, test screening and creative content testing, among others.
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We coordinate research and analysis processes, to perform quality assurance and to provide professional research support. The department carries out marketing and market research, public opinion polls and applied social science research for external customers, and as a research institute of Századvég, it cooperates proactively and closely with the research institutes to meet their research needs and provide research expertise to the other divisions of Századvég.
The department’s research topics cover a remarkably wide range, including sociology of youth, family and education, social deviance and lifestyle studies, consumer behaviour studies, cultural consumption and generational studies, religiosity and national identity, agency and resilience. In recent years, in addition to these research topics, the Directorate has conducted research on the various social and economic impacts of the coronavirus pandemic and the Russo-Ukrainian war.
Director
Sociologist, Doctor of Sociological Sciences. He wrote his doctoral thesis on research methodology, and is currently head of the Department of Social Research at the Institute of Sociology at Pázmány Péter Catholic University as an associate professor. He is Director of the Századvég Foundation and Századvég Konjunktúrakutató Zrt. and Head of the Social Research Division.
He was a youth researcher and then head of department at the National Institute for Youth Research, Mobility, and the National Institute for Family and Social Policy between 2002 and 2014. He has been working with Századvég since 2012. His main research interests include research methodology, public opinion research, social stratification, mobility and youth sociology. He has been involved in all six phases of the large-scale youth research between 2000 and 2020, and has worked as a youth pillar leader in a SROP (TÁMOP) project.
He is the editor of Századvég Riport, a member of the editorial board of Századvég periodical, and, from 2021, editor-in-chief of the quarterly Y.Z. periodical published by the National Youth Council.
In 2008, he was awarded a Ministerial Commendation by the Ministry of Social Affairs and Labour for his outstanding work in the field of youth research.
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The research process draws new conclusions relevant to the client’s research questions from research already carried out, i.e. by using databases that have been previously recorded or, where appropriate, purchased. For one thing, the method is a cost-effective way to test theoretical and empirical models and to lay the groundwork for a potential data survey. For another thing, it can also answer new research questions by using the results of databases previously created for other purposes. A novel approach to data structures can imply completely new results, i.e. secondary analysis can lead to new and relevant results while saving the costs of data collection. Large-scale international surveys (e.g. ESS, EVS, WVS, ISSP) also allow to examine the macro-level characteristics of specific research questions and to compare local results with those of other countries.
In hall research is a complex solution for testing marketing concepts and products. This method offers the opportunity to learn about, test and compare different products, making it easier for consumers to choose the best one for them. It combines the advantages of both qualitative and quantitative methods, as it allows for the extraction of quantitative data in addition to primary impressions and feelings.
During in-hall research, subjects can try out the products and services the client wants to research in a specially designed test room. The method allows whole concepts and individual product versions to be compared. After the presentation of the materials, trained interviewers manage the completion of the evaluation questionnaires, which provide a detailed picture of the testers’ opinions. Another important advantage of interviewing with interviewers is that it allows spontaneous reactions to be captured.
The method is recommended for testing products and services, choosing between several products or introducing consumer-oriented solutions.
A creative workshop is an alternative to focus groups, where participants interactively discuss a topic or problem. Creative workshops aim to uncover consumer insights about the product or service under investigation through the responses of creative consumers. Customer insights can reveal the strongest consumer motivation, highlight the structure of consumer needs, and identify a particular consumer perspective. A creative workshop is a full-day creative process looking for insights and letting the flow experience work.
We invite experts, stakeholders, decision-makers and influencers of specific topics and fields to the workshops (about 10-12 people). A key factor in selecting participants is that they fit the role of creative consumer.
The workshop gives the opportunity to use different qualitative methods, archetypes from sagas and myths, and storytelling. Participating consumers can also be given a brand or product lifestyle profile, which involves pairing images of people representing a target group with the brand, product or service in question.
This method is highly recommended for developing strategic and business models, designing solutions to emerging problems and issues, and detecting communication messages.
The qualitative process is a quality and credibility process that aims to discover relationships as well as more complex and deeper connections. Qualitative methods work with small samples. The main advantage of a quality approach is that it allows the understanding of the depth and causality of the phenomenon under study, the researcher creates an intimate context and easily identifies with the relevance of the research. Qualitative methodology provides an exceptional depth of understanding, is highly flexible and adapts well to the field. However, it has the disadvantage of being time-consuming, often very personal and less representative.
Our research institute is highly experienced in applying classical qualitative methodologies such as focus group interviews, expert interviews or paired interviews.
Interview:
The interview is a semi- or fully structured one-on-one interview in person, moderated by a guideline, with selected persons from the population under study, typically company executives, corporate decision-makers or experts in a specific, academic or professional field. The advantage of the interview method is that it can provide more information than a more superficial questionnaire, it is easier to reach hard-to-reach target groups and it is flexible. The interview provides a nuanced way to explore the main features of the topic under study, which allows complex research questions to be answered. There are several types of interviews, and the choice of the right one is always made in consultation with the client.
Focus group:
A focus group is a semi- or fully-structured group discussion (of usually 6-8 persons, less often up to 10-12 persons on special request) moderated by a guideline, and mostly with persons aged over 18 (16 on special request). Group participants are typically selected and recruited to each group based on age, place of residence, gender, income, education and one or two other screening criteria relevant to the research. The advantage of the method is that the conversation takes place in a social environment, thus revealing the subjective opinions and perceptions of the participants that a questionnaire survey would not be able to register. Therefore, it provides a more in-depth look at the topics that a questionnaire only superficially touches on, allows for different narratives to be drawn up about attitudes towards a given topic, and also provides an opportunity to observe the evolution of group opinions and group dynamics. This method also provides answers to the reasons and motivations behind the data of the questionnaire survey. The focus group interview has a high validity, is flexible and produces quick results. As with the interview, focus groups can be of several types, the details of which are discussed in detail and the appropriate type chosen in consultation with the client.
Quantitative research is all about quantification. The method is based on the premise that some manifestations of human traits can be determined with accurate and measurable data. The main advantage of quantification is that it can be used to describe the characteristics of large populations, project them onto the population, and is detailed, structured and flexible. The most commonly used quantitative measurement method is the questionnaire survey, which can be completed on a computer, telephone or tablet. Several alternatives are possible for sample compilation (panel, own list, online or even offline).
For quantitative methods, the sample and population are predefined. Quantitative research aims to be representative, and its validity is reflected in both micro and macro research projects.
Quantitative research methods are often combined with qualitative methods, as quantitative indicators only provide structured answers to predefined questions and do not allow for more complex relationships or the exploration of causal factors.
Quantitative methods:
Our research institute applies a number of quantitative methods, the most commonly used ones being:
Computer-assisted Web Interviewing (CAWI) – A method that is becoming more and more common, as the questionnaire is presented to the respondent as an interactive website, so that responses can be analysed immediately. The great advantage of the method is that, depending on the setup, respondents can answer the questions at home, at work, while travelling or waiting, in several rounds and interrupted in time, which allows clients to request a longer questionnaire. The questionnaires can be easily completed on home computers, phones or even tablets. Another advantage of the method is that logically complex questionnaires with conditionalities can be easily applied, the results can be processed quickly and auxiliary materials (audio, images, video) can be used in the data collection. For customers, a major advantage is that several alternatives are possible for sample compilation (panel, own list, online or even offline). Another undoubted advantage of the technique is that it is cost-effective, with no interviewers, no telephone costs and no travel expenses. However, the method is not suitable for surveying the entire population and is not recommended for reaching people aged 69 and over.
Századvég offers a unique way to conduct international public opinion polls. Our most wide-ranging research to date is the Europe Project, a quantitative survey across the 27 countries of the European Union (with 1,000 respondents per country), which aims to examine citizens’ views on issues affecting the future of the Union. Undoubtedly, our research reflects on the most dominant topics in European political and social discourse.
We carry out international research once or twice a year. Any country in Europe can be involved in the research.
Mystery shopping is an observational research method that allows our clients to get an objective picture of the professionalism, attitudes and loyalty of their frontline staff, and can also reveal the extent to which their staff adhere to the company’s guidelines and quality standards. This method is suitable for continuous monitoring and evaluation of established processes, thus preventing unplanned changes in consumer attitudes. Mystery shopping also provides feedback on customer relations from the customer’s perspective.
This method is recommended for monitoring and analysing customer relations and for improving products and standards.
Eye-tracking research is an increasingly common method for studying consumer behaviour, allowing the measurement of focus of attention and types of behaviour. The method involves using a stable eye camera to track and analyse the eye movements of research subjects. Essentially, the tool lets us know where people are looking, what they are looking at, in what order and for how long.
The method is recommended for testing communication messages, concepts, visual or video materials, the effectiveness of website layouts and functions, and user experience.
Content analysis is a research method that aims to analyse the content of communication materials, such as texts (e.g. books, newspaper articles, etc.) or even images and sound recordings. Generally, it aims to describe, interpret and either qualitatively or quantitatively evaluate the content of communication materials. Content analysis methodology involves a systematic and objective analysis of the content of a given text or other communication material by examining the structure of the text or other communication material, analysing the linguistic devices used, the topic researched, the purpose of the communication and other important features relevant to the client.
Qualitative content analysis aims at interpreting and evaluating the content of texts, while quantitative content analysis involves statistical analysis of the content of texts.
Today, client demand has shifted from detailed presentation of results to assistance with strategy development and marketing consulting. Our experts offer reliable and professional consulting on the choice of research method, detailed knowledge of the research topic and interpretation of the data. We assist in the preparation of the research project, from defining the objectives […]
Competitor analysis not only describes the economic, social, technological, political, legal and environmental context of the company, but also assesses the position of competitors in relation to the company. Our competitor analysis includes a full online overview and even complete web-shop content analysis, complemented by an analysis of user and consumer sites on request. The […]
Price testing helps to determine the ideal price for a product or service. Testing provides insight into what consumers have to pay and shows how actual customers react to different prices. It helps to measure the elasticity of demand, identify price sensitivity and develop a pricing strategy.
Brand equity is a multi-factor concept that includes brand awareness, perceived brand quality, brand associations, brand attitudes and brand loyalty. Our brand equity research enables us to assess the market value of a company’s brand(s), understand brand attitudes and help shape corporate strategy and vision.
Test screenings allow films to be viewed by test audiences, giving feedback on the overall enjoyment of the film, its pacing, music, the intelligibility of certain scenes, and also helping with the marketing of the film and the preparation of communication materials. Test screening enables age-group analysis and provides a basis for defining the expected […]
The mixed method aims at full exploration, explanation, and strengthening validity. It is a combination of qualitative and quantitative research findings that complement each other, resulting in a mutually reinforcing strategy. Creative content testing is used to generate interest in the brand being promoted and to achieve advertising impact, i.e. to test the actual targeting […]
Our research institute carries out site testing using eye-tracking research. The use of a stationary eye camera enables testing the functionality of visual or video material, assessing the effectiveness and functionality of the website, and assessing user experience.
Social listening is used to collect information on the internet about various products or services, companies or brands. The information gathered can be used in many ways: to develop a marketing strategy, analyse customer relationships, segment markets, prevent and manage crises, and improve campaign effectiveness. The method includes both quantitative and qualitative elements, making it […]
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In addition to the general services mentioned above, you can request a consultation using the contact form below:
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