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Research solutions

Szinapszis offers a wide range of research methodologies including new and innovative solutions that meet the diverse needs of our clients.

Qualitative methods

Focus groups
Probably still the most popular market research technique for qualitative data capture that involves a small group of people (6-8) participating in a discussion of predetermined topics led by a moderator. This method gives an opportunity of in-depth investigation of a specific question. In Szinapszis’ one-way mirror room clients can observe ongoing interviews on site or watch them online.

In-depth interviews
Conducted usually on a one-to-one basis, an IDI is designed to reveal the underlying motives of the interviewee's attitudes, behaviour, and perceptions. The interviewer asks probing questions to really understand the participants’ motivations by using nondirective techniques. Our in-depth interviews can be conducted in our focus room and can be also broadcast online.

Usability research and website usability tests
Szinapszis conducts usability tests that explore the usability and image of websites. Usually recommended to analyze online creative concepts and pre-test websites, this technique measures the quality of a user's experience when interacting with a website. It helps to develop easy-to-use web pages and to generate more returning users.
Szinapszis applies Tobii's software system that includes voice recording, eye tracking and mouse tracking solutions, and is also able to analyze heat maps and the faces of the interviewees’. The results can be analyzed by various statistics methods and there is an opportunity to define and compare AOIs (Area of Interest).

Readability tests and bridging studies
According to current legislation since 2005 during the approval procedures of prescription only medicines and OTC products on the base of the decree of Ministry of Health No. 30/2005 (VIII. 2) about PLs of medicines for human use a consultation (non officially a Readability test) is to be conducted with target patient groups of the certain medicine to finalize the package leaflet.
Szinapszis Ltd. conducts readability tests and prepares bridging reports. The latter is a shortened procedure where the package leaflet does not require a full readability test with a targeted patient group but it reflects the results of consultations of an appropriate PL. The procedure is required in case of regulating, regrading, and modifying procedures of new and generic products. Szinapszis Ltd. has made more than 200 readability tests and 50 bridging reports. According to the feedbacks so far the finished documentations met the OGYI/GYEMSZI requirements in each case. Regular interviewer team and project manager are available for the returning and ever increasing pool of clients.

Online bulletin board discussion

This methodology represents a new generation of qualitative research types. Research participants talk on an online platform for 2-3 days based on a discussion guide uploaded by the moderator. Comments are not necessarily made synchronously in time. Participants answer the daily questions at their convenience. This methodology is more suitable than traditional focus group discussions in case of several target groups and research topics.
1. Discussing sensitive questions (medical ethics issues, values, delicate patient-areas – anonymity and taboo topics).
2. When it is logistically difficult to organize a group timewise: busy professionals (specialists), rare specialties, high-ranked specialists/managers, disabled (patients, those suffering from acute diseases, pregnant women etc.), groups impossible to put together in time and space (travellers, agents etc.)
3. If the target group “lives” online, this is a natural media of their self-expression: the young, specialists (certain fields), the hard-wired.
4. If the research topic is connected to the internet and a multimedia platform is needed.

Online community panel (MROC)
This research method is one of the most dynamically developing research platforms. Participants take part in the panel as long as it is needed, becoming active community members instead of passive research respondents. Community panels do not exclusively serve research purposes but create a new, very effective way of targeted communication, being a part of the customer company’s marketing-mix. Szinapszis is an accredited partner of Vision Critical, the world-leader MROC provider. Benefits of this solution:
- Quick and flexible researches
- Comprihensive profile interpretation of panel members
- Committed participants
- The spent research budget brings more results

Quantitative methods

Telephone research (CATI)

Simple and fast research technique that we can apply in our call-center of 30 operators, equipped with Voxco cc software for total quality management.

Face-to-face interviews (F2F)
This is the most traditional method of data collection. During a F2F interview, professional interviewers ask respondents a set of pre-designed questions. At Szinapszis we usually apply PPI - Paper and Pen Interviewing technique, but we are also able to conduct CAPI - Computer Assisted Personal Interviews with notebooks.

Online research
The rapid development of Internet technologies is making CAWI (Computer Assisted Web Interviewing) or online interviews an increasingly attractive option for market research. Being a cost effective and fast-turnaround technique, online research is also preferred due to the possibility to conduct longer and more complicated surveys that can be compiled with special elements (pictures, videos, etc.).

Self-Administered Questionnaire (SAQ)
SAQs are executed by the participants without an interviewer. This option allows the respondents to better consider their answers to questions that might cover sensitive topics.

Szinapszis Greetings

Szinapszis Ltd. has been operating as a market research company in Hungary since 1998, specialising in the field of pharmaceutical industry and other special research areas (FMCG, banking and finance, IT, telecommunication and other sectors).