Research Methodology

A quality research methodology is the number one requirement for accurate market research information. Research methods vary depending upon whether we are performing one of our syndicated studies or a custom study. The goal is to design a research process that reflects the real world in the best possible way. This is why we use random samples and not panels.

Since our niche at Wyoming Research is market research in the food and beverage industries, we utilize a copyrighted stratified sample plan that is designed to accurately reflect the population or universe.  In a perfect world we would be able to survey every single restaurant and eating establishment and we would get perfectly accurate data from every respondent. However, the constraints of budget, time and reality mean we use a stratified random sample that is representative of the applicable food and beverage universe. Stratification increases precision without increasing sample size. Stratification does not imply any departure from the principles of randomness it merely denotes that before any selection takes place, the population is divided into a number of strata, then random samples are taken within each stratum. Random stratified sampling is more precise and more convenient than simple random sampling. It also provides necessary data for target segments and regions.  With every study we strive to ensure national representation and unbiased participation.

Our largest samples, such as the ones used for our syndicated Foodservice Intelligence Tracking represent all food service segments or channels within four geographic areas. This market research method most accurately represents each segment.  We further break the sample down by specific chain and region to create a complete picture of the food service market.

At times, for custom studies, we are only interested in specific segments or specific regions. We would then utilize the most appropriate sample method to best obtain the information needed.

As part of our survey process we utilize a phone based research center. Two-way phone conversations are the best way to capture unaided awareness and information on market size. We conduct all research in-house using professional food service phone interviewers who are specially trained in product categories for the food and beverage industry.

Our interviewers are remotely monitored and are highly skilled at ensuring that they are speaking with the respondent most familiar with the establishment’s purchasing habits. They also only conduct food service studies so they know when an answer seems off and can probe for greater accuracy.

Our deliverables set us apart from the competition by providing thorough and in-depth reporting. Clients receive a full set of tables and tabulations. Fields and graphics are clickable to drill down in the data to the user profile level. Deliverables also include a custom executive summary with SWOT Analysis, category market drivers, geographic area projections, measurements for all brands and brand/net volume concentrations within type and form.