Qualitative research
They answer the "why": uncovering motives, attitudes, emotions and barriers that numbers alone cannot measure. Essential for shaping hypotheses, developing new products, and finding positioning insights.
In-Depth Interviews (IDI)
A 30–90 minute one-on-one conversation between a moderator and a respondent using a flexible guide — depth, not statistics.
Tasks we solve
- Reconstruct the real path and logic behind a purchase decision or refusal.
- Uncover non-obvious needs, expectations and pain points.
- Explore sensitive topics unsuitable for group discussion.
- Work through complex B2B scenarios involving decision-makers.
How we run it
We prepare a guide that keeps structure while leaving room to explore what matters. Recruitment follows strict criteria. Experienced moderators run interviews in person or online, recorded with consent. This is followed by transcription, coding, and thematic analysis.
What you get
- An analytical report with conclusions, insights, and direct quotes.
- A map of the target audience's motives, barriers and expectations.
- Practical recommendations for product and communications.
- Audio and video recordings, transcripts (on request).
Why Pro Research
We select moderators with industry expertise and can reach even rare audiences thanks to our own field network.
Jobs To Be Done (JTBD)
We look at a product as a "tool" hired by the consumer to get a specific job done.
Tasks we solve
- Understand what "job" the product actually performs for the customer.
- Identify unmet jobs and growth opportunities for the product.
- Shape a product strategy based on real needs.
How we run it
We conduct in-depth interviews focused on the decision moment and usage context, identify the functional, emotional and social aspects of the "job", and structure results into a prioritized list of jobs.
What you get
- A jobs-to-be-done map of the target audience.
- A prioritized list of unmet jobs and growth opportunities.
- Recommendations for product strategy and positioning.
Why Pro Research
We combine the academic rigor of JTBD with a focus on business outcomes for the Uzbekistan and Central Asia market.
UX Research
We study how people actually interact with digital and physical products.
Tasks we solve
- Assess how convenient and clear the product is for real users.
- Find friction points, errors, and barriers in user scenarios.
- Test design hypotheses before and after launch.
- Prioritize interface improvements based on data, not opinions.
How we run it
We combine UX interviews, usability tests, diary studies, card sorting and heuristic evaluation. We work remotely or in person, analyzing data through user goals, emotions, and behavior.
What you get
- A report with UX issues ranked by severity.
- Recommendations for improving the interface and scenarios.
- Session recordings and key behavioral clips.
- A prioritized UX-improvement roadmap.
Why Pro Research
We speak the same language as product teams and designers; our own respondent network lets us recruit target segments quickly.
Usability Testing
We observe users performing typical tasks and catch the moments where they get "stuck".
Tasks we solve
- Verify whether people can complete key tasks.
- Find where users make mistakes or get lost.
- Compare several design options.
- Confirm the product is ready for launch.
How we run it
We prepare realistic scenarios and recruit respondents from the target audience. We test moderated or unmoderated, in person or remotely, and track task success, time, errors, and SUS scores.
What you get
- A list of usability issues rated by severity.
- Task-success, time, and error metrics.
- Concrete recommendations for removing barriers.
- Video clips illustrating key issues.
Why Pro Research
As few as 5–8 respondents per segment reveal most critical issues — a fast, tangible result.
Customer Journey Map (CJM)
We visualize the full customer journey — from need to purchase to repeat engagement.
Tasks we solve
- See the customer experience holistically, not as isolated touchpoints.
- Find critical friction points and gaps in the journey.
- Align different departments' efforts around the customer.
How we run it
We build the map from a combination of in-depth interviews, touchpoint analysis, and behavioral data, defining stages, channels, actions, expectations, and emotions.
What you get
- A journey map broken down by stage and channel.
- A map of emotions and pain points at each stage.
- A list of priority opportunities to improve the experience.
Why Pro Research
We build CJM on real customer data, not guesswork, and pair the map with an action plan.
Focus Groups (FGD)
A moderated discussion in a group of 6–10 people — a wide range of reactions and social norms.
Tasks we solve
- Explore the range of audience opinions and reactions.
- Test concepts, advertising, packaging, and names.
- Generate ideas and hypotheses for further validation.
How we run it
We develop a guide and recruit participants by criteria, running sessions in equipped focus rooms or online. The moderator applies projective and stimulus techniques.
What you get
- An analytical report with findings and participant quotes.
- An assessment of reactions to the tested materials.
- A list of ideas and insights for further work.
Why Pro Research
We have experienced moderators and infrastructure for in-person and online groups nationwide.
Concept Testing
We assess the potential of a new idea before it goes to market.
Tasks we solve
- Assess the market potential of an idea before investment.
- Choose the best concept among several alternatives.
- Refine the target audience and key messages.
How we run it
We run it qualitatively (focus groups, interviews) and/or quantitatively to measure appeal, uniqueness, and purchase intent.
What you get
- An assessment of concepts on key perception metrics.
- A comparative ranking of alternatives.
- Recommendations for refinement and optimization.
Why Pro Research
We deliver not just numbers but an explanation of audience reactions — helping you make balanced decisions.
Advertising Materials Testing
We check how creatives perform before and after a campaign launch.
Tasks we solve
- Check whether the ad conveys the key message and brand.
- Assess appeal and emotional response.
- Select the most effective creative among several.
How we run it
We combine focus groups and interviews with quantitative surveys, testing at any stage — from animatics to the final cut.
What you get
- A diagnosis of how the ad materials are perceived.
- A comparative evaluation of alternative creatives.
- A post-campaign effectiveness assessment (post-test).
Why Pro Research
We account for the cultural and linguistic specifics of Uzbekistan and Central Asia — critical for evaluating advertising.
Customer Experience Research
We comprehensively study how customers perceive their interaction with a company.
Tasks we solve
- Assess the overall level of customer experience and its drivers.
- Find touchpoints that reduce loyalty.
- Connect experience to churn and revenue.
How we run it
We combine interviews, CJM, and quantitative metrics (CSI, NPS), building a model of satisfaction drivers.
What you get
- A comprehensive assessment of experience and its key drivers.
- A map of problematic touchpoints.
- A prioritized improvement plan.
Why Pro Research
We build CX measurement as an ongoing management tool, not a one-off snapshot.
Motivations and Barriers
We break down the drivers of behavior: what motivates and what blocks a purchase.
Tasks we solve
- Understand what really motivates a purchase.
- Identify barriers, doubts, and objections.
- Craft messaging that overcomes key objections.
How we run it
We use in-depth interviews and focus groups with projective techniques that reveal hidden motives.
What you get
- A map of the target audience's motives and barriers.
- A prioritization of factors by strength of influence.
- Insights for positioning.
Why Pro Research
Our moderators are skilled in projective techniques that surface genuine motives.
Quantitative research
They answer "how much", "how often" and "to what degree" — providing statistically reliable, representative data. We run them in every format: online (CAWI), by phone (CATI), and in person (CAPI).
Online Surveys (CAWI)
Respondents complete the survey themselves via a web interface — fast and cost-effective.
Tasks we solve
- Quickly gather a large dataset within an optimal budget.
- Survey a digital audience and app users.
- Track metrics regularly over time.
How we run it
We design a questionnaire with skip logic, program it on the platform, and set up quotas and checks that filter out "bots".
What you get
- A cleaned and weighted dataset.
- A report with tables, charts, and conclusions.
- A results dashboard (on request).
Why Pro Research
We control online-sample quality with multi-layer verification — high speed without losing reliability.
Telephone Surveys (CATI)
Broad geographic reach, including hard-to-reach and rural areas.
Tasks we solve
- Cover the whole country, including regions and rural areas.
- Conduct research on a tight timeline.
- Track brand metrics over time.
How we run it
We program the questionnaire in the CATI system with routing and quotas. Calls are recorded and monitored in real time by supervisors.
What you get
- A representative dataset with broad geographic coverage.
- Interview quality-control recordings and logs.
- Prompt interim reporting.
Why Pro Research
Our own call center — no dependence on vendors, full control over quality and timelines.
Face-to-Face Interviews (CAPI)
In-person face-to-face interviews on a tablet — high data quality.
Tasks we solve
- Run a survey with a complex questionnaire and material demonstrations.
- Reach audiences unavailable online or by phone.
- Conduct geo-tagged data collection with photo evidence.
How we run it
Interviewers are equipped with tablets running an electronic questionnaire — logic, quotas, GPS tagging, and photos. Controlled via GPS tags, back-checks, and field audits.
What you get
- A high-quality, geo-tagged dataset.
- Photo and geo confirmations of conducted interviews.
- Field quality-control reporting.
Why Pro Research
A network of 200+ trained interviewers allows us to run large-scale projects nationwide.
Brand Health Tracking
We regularly measure key brand metrics over time.
Tasks we solve
- Track the dynamics of awareness, usage, and loyalty.
- Assess the brand's position relative to competitors.
- Justify marketing budgets with data.
How we run it
We build a brand funnel (awareness → consideration → usage → loyalty) and a fixed methodology to keep waves comparable.
What you get
- Tracking of key brand metrics wave over wave.
- Comparison with competitors and benchmarks.
- Regular reports and a dashboard showing trends.
Why Pro Research
Our own field infrastructure guarantees comparability and on-time delivery of waves for years to come.
Brand Awareness
We measure brand awareness: spontaneous, aided, and top-of-mind.
Tasks we solve
- Measure brand awareness within the target audience.
- Compare awareness with competitors.
- Determine top-of-mind position in the category.
How we run it
We run a representative survey with a question block on spontaneous and aided brand/category awareness.
What you get
- Awareness metrics (top-of-mind, spontaneous, aided).
- Comparison with key competitors.
- Recommendations for communication strategy.
Why Pro Research
We ensure nationwide representativeness and a methodology comparable to international standards.
Usage & Attitude (U&A)
We comprehensively uncover consumption and attitudes within a category.
Tasks we solve
- Understand consumption patterns and behavioral models.
- Identify drivers and barriers to product choice.
- Find opportunities for new products.
How we run it
We run a large-scale survey with a detailed questionnaire: consumption frequency, purchase channels, brand repertoire, attitudes and satisfaction.
What you get
- A detailed picture of consumption and behavior in the category.
- Consumer profiles and choice models.
- Recommendations for product and marketing strategy.
Why Pro Research
We combine large-scale field coverage with deep analytics and adapt metrics to the local market.
Customer Satisfaction Index (CSI)
An integrated index of customer satisfaction with a product and service.
Tasks we solve
- Measure the overall level of satisfaction.
- Determine which factors influence it most strongly.
- Prioritize improvements using an "importance–performance" approach.
How we run it
We design a questionnaire rating attributes (quality, service, price, communication), calculate the index and an importance matrix.
What you get
- An integrated satisfaction index (CSI).
- An "importance–performance" priority matrix.
- Recommendations for improving satisfaction.
Why Pro Research
We show exactly which actions will deliver the biggest gains in satisfaction.
Net Promoter Score (NPS)
We measure willingness to recommend a company on a 0–10 scale.
Tasks we solve
- Measure loyalty and willingness to recommend.
- Understand the reasons behind the scores.
- Identify detractors and their reasons for dissatisfaction.
How we run it
We ask the key recommendation-likelihood question plus an open-ended reason question, and code answers to reveal drivers.
What you get
- The NPS score and structure (promoters/passives/detractors).
- An analysis of scoring reasons by category.
- Recommendations for working with detractors.
Why Pro Research
We complement the metric with a qualitative analysis of reasons, turning the index into a source of concrete actions.
Naming Test
We assess name options for memorability, associations, and uniqueness.
Tasks we solve
- Choose the best name from several options.
- Check associations and connotations.
- Rule out negative or undesirable meanings.
How we run it
We test quantitatively and/or qualitatively, accounting for perception in both Uzbek and Russian.
What you get
- A ranking of options by key criteria.
- An association map for each option.
- A recommendation for the optimal name.
Why Pro Research
We factor in the region's linguistic and cultural specifics — critical when choosing a name.
Concept Test (quantitative)
We measure a concept’s potential on a representative sample.
Tasks we solve
- Quantitatively assess a concept's market potential.
- Compare several concepts on standard metrics.
- Justify the launch decision with data.
How we run it
We measure appeal, uniqueness, relevance, credibility, and purchase intent, benchmarking against norms.
What you get
- Quantitative concept-evaluation metrics.
- A comparative ranking against benchmarks.
- Recommendations for launch and refinement.
Why Pro Research
We ensure a representative sample and sound statistics for investment decisions.
Product Test
We evaluate the actual product in use: taste, quality, packaging.
Tasks we solve
- Assess how the product is perceived by real consumers.
- Compare the product with competitors.
- Optimize characteristics before launch.
How we run it
We apply Home Use Tests and Central Location Tests, blind or branded, monadic or comparative.
What you get
- Product evaluation on overall impression and attributes.
- A diagnosis of strengths and weaknesses.
- Recommendations for product optimization.
Why Pro Research
We organize field logistics for product tests of any scale, including HUT and CLT across different regions.
Price Sensitivity Research
We determine how consumers react to different price levels.
Tasks we solve
- Determine an acceptable price range for the product.
- Find the optimal price for demand and profit.
- Justify pricing strategy and promo mechanics.
How we run it
We apply the Price Sensitivity Meter (Van Westendorp), Gabor-Granger, and conjoint analysis.
What you get
- Acceptable and optimal price ranges.
- Price-sensitivity curves.
- Recommendations for pricing strategy.
Why Pro Research
We match the method to the task and translate statistics into clear pricing recommendations.
Segmentation Research
We divide the market into homogeneous consumer groups.
Tasks we solve
- Split the market into manageable, distinct segments.
- Identify the most attractive target segments.
- Tailor product and communications to segments.
How we run it
We identify segments using statistical methods (cluster, factor analysis), build profiles, and a typing tool.
What you get
- A segmentation model with segment descriptions.
- Profiles and attractiveness scoring for each segment.
- A tool for assigning clients to segments.
Why Pro Research
We create segmentation that is practically applicable, based on representative regional market data.
Market Penetration Research
We assess a product's current and potential market reach.
Tasks we solve
- Assess the product's current penetration level.
- Identify growth potential and untapped niches.
- Plan entry into new segments and regions.
How we run it
We assess awareness, trial, and regular use (a penetration funnel) and analyze reasons for non-use.
What you get
- Penetration-funnel metrics.
- An assessment of growth potential and untapped niches.
- Recommendations for a penetration strategy.
Why Pro Research
Our own field network covers all regions, enabling nationwide penetration assessment.
Advertising Effectiveness Research
We measure the real impact of ad campaigns on awareness and behavior.
Tasks we solve
- Assess a campaign's impact on brand awareness and perception.
- Understand advertising's effect on purchase intent.
- Optimize ad budget allocation.
How we run it
We apply a pre/post design or compare those exposed to the ad versus those not exposed.
What you get
- An assessment of ad recognition and attribution.
- Measurement of the campaign's effect on brand metrics.
- Recommendations for optimizing ad strategy.
Why Pro Research
We build a sound design that isolates the ad's effect from other factors.
Employee Engagement Survey
We measure how committed and motivated employees are.
Tasks we solve
- Measure staff engagement and satisfaction.
- Identify the risk of key-employee turnover.
- Prioritize HR initiatives.
How we run it
We design an anonymous questionnaire based on validated engagement models, calculate an index, and analyze drivers.
What you get
- An employee engagement index.
- An analysis of engagement drivers and demotivators.
- Recommendations for boosting engagement.
Why Pro Research
As an independent provider, we ensure full confidentiality and honest responses.
HR Research & Internal Surveys
Satisfaction surveys, exit and onboarding surveys, eNPS and EVP.
Tasks we solve
- Diagnose corporate culture and internal climate.
- Understand attrition causes via exit surveys.
- Measure eNPS and employer-brand perception.
How we run it
We tailor the methodology to the task — anonymous online surveys, interviews, focus groups — with guaranteed confidentiality.
What you get
- A diagnosis of key HR metrics and culture.
- An assessment of EVP and employer brand.
- Recommendations for HR strategy.
Why Pro Research
As an independent researcher, we obtain more honest responses from employees.
Desk research & analytics
Systematic collection, processing and analysis of existing information — quickly and cost-effectively delivering a full picture of the market, industry, competitors, and trends without costly fieldwork.
Market Analysis
A holistic view of the market: structure, players, size, dynamics, and drivers.
Tasks we solve
- Assess market structure, size, and dynamics.
- Identify key players and the balance of power.
- Lay the groundwork for strategic decisions.
How we run it
We gather data from statistics, reports, and publications, analyzing it using PESTEL and Porter’s Five Forces models.
What you get
- An analytical report on market status and structure.
- A map of market players.
- Conclusions on opportunities and risks.
Why Pro Research
We combine access to diverse sources with expertise in the region's local markets.
Market Sizing
We determine market size and potential share (TAM, SAM, SOM).
Tasks we solve
- Determine the current market size in monetary and unit terms.
- Calculate TAM, SAM, and SOM.
- Support the business plan and investment decisions.
How we run it
We apply top-down and bottom-up estimation, using statistics and benchmarks, with field surveys for calibration if needed.
What you get
- A market-size estimate (TAM, SAM, SOM).
- A transparent calculation model with assumptions.
- An estimate of achievable market share.
Why Pro Research
We build models transparently and calibrate them with our own field research.
Competitor Analysis
A detailed picture of the competitive landscape: products, prices, positioning.
Tasks we solve
- Build a full map of competitors.
- Compare products, prices, and positioning across players.
- Identify opportunities for differentiation.
How we run it
We gather competitor information, use mystery shopping, and conduct comparative analysis and SWOT.
What you get
- A map and profiles of competitors.
- Comparative matrices on products and prices.
- Recommendations for differentiation and strategy.
Why Pro Research
We complement desk analysis with field methods to capture the real picture, not just declared claims.
Consumer Trend Analysis
We identify emerging shifts in consumer behavior and preferences.
Tasks we solve
- Identify emerging consumer trends.
- Forecast shifts in demand and behavior.
- Find opportunities for innovation.
How we run it
We monitor publications, social media, search trends, and expert opinion, assessing trend maturity and relevance.
What you get
- A map of relevant consumer trends.
- A demand-shift forecast.
- Recommendations for product adaptation.
Why Pro Research
We filter global trends through a local-market lens, separating what is relevant from what is not.
Industry Analysis
We study the structure, regulation, and outlook of a specific industry.
Tasks we solve
- Understand the industry's structure and how it functions.
- Assess the regulatory environment and entry barriers.
- Forecast the industry's development.
How we run it
We apply Porter's Five Forces, value-chain analysis, and PESTEL, supplemented with expert interviews.
What you get
- A comprehensive report on industry status.
- An assessment of competitive forces and the value chain.
- An industry development forecast.
Why Pro Research
We understand the regulatory and economic specifics of Central Asia.
Open-Source Intelligence (OSINT)
Systematic search and verification of information from publicly available sources.
Tasks we solve
- Gather information on a market, company, or entity.
- Conduct due diligence or partner vetting.
- Build an evidence base for decisions.
How we run it
We conduct structured searches across registries, media, and portals, cross-checking data across multiple sources.
What you get
- A structured report on request.
- Verified data with sources cited.
- Conclusions and recommendations on the task.
Why Pro Research
We pay special attention to data verification and operate strictly within legal bounds.
International Benchmarks
We compare metrics against peers in other markets and global best practices.
Tasks we solve
- Compare metrics against international benchmarks.
- Adopt world-class best practices and solutions.
- Ground strategic decisions in global experience.
How we run it
We gather data on comparable markets, analyze successful cases, and assess their applicability to local conditions.
What you get
- A comparison of metrics against international benchmarks.
- A curated set of relevant best practices.
- Recommendations based on benchmarking.
Why Pro Research
We critically assess how applicable foreign experience is to Uzbekistan's and Central Asia's markets.
Competitor Pricing & Tariff Monitoring
We systematically track competitors' pricing offers.
Tasks we solve
- Track competitors' prices and tariffs over time.
- Compare your pricing with the market.
- Justify adjustments to pricing policy.
How we run it
We collect data from websites, points of sale, and apps at a set frequency, structuring it into comparison tables.
What you get
- Comparison tables of prices and tariffs.
- An analysis of price positioning.
- Regular monitoring updates (on request).
Why Pro Research
Our field network lets us collect not just online but offline prices nationwide.
Digital Product & Service Analysis
We evaluate competitors' websites, apps and online services: functionality and UX.
Tasks we solve
- Compare the functionality and UX of competitors' digital products.
- Find gaps and opportunities in your own product.
- Prioritize digital-product improvements.
How we run it
We conduct an expert audit against criteria: features, UX/UI, customer journeys, speed, accessibility.
What you get
- A comparative analysis of functionality and UX.
- A map of market best practices.
- Prioritized product recommendations.
Why Pro Research
Our own UX expertise lets us evaluate products by the quality of user experience.
Reviews & Feedback Analysis
We process customer opinions from app stores, social media, and review sites.
Tasks we solve
- Identify customers' main complaints and issues.
- Track sentiment and brand reputation.
- Prioritize improvements by mention frequency.
How we run it
We collect reviews over a set period and conduct thematic coding and sentiment analysis.
What you get
- Classification of reviews by topic and sentiment.
- A ranking of key issues and satisfaction drivers.
- Recommendations for improving product and service.
Why Pro Research
We combine automated text analytics with expert interpretation in both Uzbek and Russian.