The point of market research is to gather valid and reliable ones information that can help you in the decision-making and planning process business activities, solving specific difficulties and control business performance.

Research can provide key information about reactions markets to create a new product, sorting customers by segments, on customer attitudes, frequency of product purchases, brand perception, product quality perception, customer reactions to your promotional activities.

We perform deeper analysis with qualitative research methods behaviors, attitudes, beliefs in order to understand motivation and the needs of target groups, as well as determining the factors that affect their decisions.
The most commonly used methods are:

  • Focus groups
  • In-depth interviews
  • Mysterious customer

    Also, for the purpose of determining the connection and prediction of phenomena, we do quantitative research on representative samples through:

  • Field exploration
  • Telephone research
  • Gathering information via the Internet

    Quantitative research leads to information that will contribute to a better understanding of the subject matter of the research in order to reduce it risk when making a business decision.


Paper and Pencil Interviewing (PAPI) is still the most commonly used method for data collection. It represents the process of personal interviewing where the interviewer has a printed questionnaire from which they read the questions to the respondent and fill in the answers.

PAPI requires well-trained interviewers, who, based on a good approach and communication with respondents, gather information about their attitudes, beliefs and opinions on a given research topic. It is a suitable method for closed-ended questions, e.g., multiple-choice questions as well as open questions. Personal contact with participants can result in richer and more detailed answers.

Computer-assisted telephone interviewing (CATI) is a research process of data collection through a telephone survey that is completed on a computer and which shortens the time required for the survey. The course and sequence of the questions asked to the respondent are predefined through a large number of filter options and depend only and exclusively on the answers given by the respondent to the previously asked questions. In this way, the possibility of an error that could occur when entering hand-made surveys is reduced.

This methodology, together with the advantages of licensed RM + CATI CLIENT software, available to the agency with 50 CATI units in its own CATI CALL centre, provides the ability to control the work of interviewers by supervisors during the survey process, thus providing complete control over the entire project.

A quantitative market research method in which a computer assists interviewers in surveying. A system containing a structured survey questionnaire is programmed for each CAPI survey. Based on the software system, the computer determines the next question during the survey based on the last answer of the respondent, which ensures complete control over the work of the interviewer and eliminates the possibility of omitting questions during the survey. Interviewer journals are also kept to control assigned routes and field steps when selecting respondents.

Compared to the PAPI (Paper and pencil interviewing) methodology, CAPI provides a significantly higher degree of reliability of the obtained data. The CAPI methodology enables the branching of questionnaires using a large number of software-defined filters. As such, the possibility of error is reduced to a minimum, data quality is improved and the costs incurred in PAPI methodology are reduced, which occur due to data entry and subsequent cleaning of the database.

Quantitative research method, which is conducted with the help of a computer, so that the respondent fills out an online survey posted on a website that is specially designed for that research.

Fast, reliable and accurate data collection is an advantage of online interviews. By filling in the questionnaire on the website, the respondent enters the data directly into the database, and no subsequent entry is required. The course and order of the questions is predefined through automatic filter options and depends on the answer given by the respondent to the previous questions. In this way, possible logical errors are prevented.

The advantage of this type of interview is the possibility of placing audio and visual materials (images, advertisements, logos) on the website, as well as the fact that it is not necessary to print questionnaires, use phones or other accompanying equipment, and the respondent has time and space to fill out an online questionnaire whenever they want, without pressure.

This methodology makes it much easier to collect data from remote geographical areas and it is easier to reach certain target groups (Internet users, employed population…)

All data entered automatically arrives to the main server, which enables monitoring of quotas, i.e., efficient monitoring of the sample during the process of data collection.

One of the tools we use in a very simple and, above all, economical way in order to conduct individual, customer-tailored, qualitative research.

According to the specific needs of the client, with a detailed research plan according to previously harmonized rules, trained mystery shoppers visit companies simulating one of the different client profiles (both based on verbal and non-verbal communication). From the first establishment of contact, they record all the elements of behaviour, which can give objective and comprehensive pictures of the company as a whole and the process that is the subject of the study.

In this way, clients are given the opportunity to peek into the work environment of direct competitors in a completely legitimate and inconspicuous way, but also to evaluate their quality of service and raise it systematically to a higher level.

One of the most effective ways to understand the reasons behind problem behaviours is in-depth analysis.

An in-depth interview is a technique of qualitative research that represents a conversation between two people, with the goal of deeper knowledge about human thoughts, feelings and behaviour on important issues. This type of interview is often unstructured, and therefore allows the interviewer to encourage the interviewee to talk about the given topic.

The most commonly used method of qualitative research, which is a discussion on a particular topic, and which takes place in an informal way in a group of 6 to 10 people gathered to express their opinions and ideas on a given topic. The group is led by an experienced moderator, who is specially prepared for a specific project. During the discussion, respondents provide a lot of information about their opinions, thought processes and beliefs, through the application of various projective and rational techniques.

The advantage of a focus group is the ability to encourage individuals to think more deeply and in more detail about their habits, beliefs, motives, and needs, as well as to study participants in a natural, everyday environment. There is a possibility of reaction and involvement of other participants in the group and direct interaction of researchers and participants, which is also an advantage of the focus group. Practice and research so far have shown that group discussion is more encouraging for people to spontaneously express their emotions and opinions.

The client can observe the discussion behind a one-way mirror in the focus study and communicate with the moderator during the focus group moderation.

Quantitative research that is conceptually designed to reduce research costs for the client. In this way, several different clients come together within one project, sharing the costs of organizing the process, which directly affects the reduction of the cost of research per client. The price of the survey is calculated by the number of questions and tends to decrease with the increase in the number of questions. A suitable method for research that is not time-limited.

Research, analysis and synthesis of existing data published in the country and in the world (relevant reports, data bases, and publications from reliable sources). Desk research is usually conducted as an introductory pre-phase to the research that follows (represents a reliable base for establishing research concepts) or as an introductory “scoping out” in the pre-investment studies.

PANEL represents a database of examinees who have consented to participate in the upcoming research projects by leaving their e-mail addresses and information about demographic characteristics. The respondents are usually invited to participate by e-mail, after it has been previously confirmed that they match the required profile, based on demographic and other characteristics defined according to the project task. Respondents are given the option of of participating in the research via computers, cell phones and tablets, and also, it is convenient for researching target groups of the population which use the Internet for daily activities.


Evaluation of various proposals for visual and audio solutions (videos, synopses, slogans, product packaging design, product tastings, brochures, leaflets…). The research is conducted through focus groups, where participants would have the opportunity to evaluate materials and try products through group discussion, but also to be educated and informed about them.

Quantitative research which is conducted through F2F at specific locations (points) in the city in accordance with client requests, the topic of the research and target groups. Due to direct contact with the respondents, this method is suitable for evaluation and testing of different visual solutions, concepts, packaging and product. One of the benefits of this technique is easier targeting of specific target groups.

Determining the cognitive, emotional and behavioral component in relation to the brand; studying the recognizability of the brand, comparison to other competitors, detection of elements of buyer loyalty and improvement measures.

Using different survey methods to get an insight into the social and interpersonal relations among employees at all levels, identifying factors of (dis)satisfaction with work conditions, the work environment and other aspects, and mapping critical areas which are the biggest source of dissatisfaction for employees. The survey is anonymous in order to allow the employees to be as honest and open as possible when answering.

Using different research methods (quantitative and qualitative), you are able to gain an insight into the loyalty motifs and habits of your users, evaluate campaigns and new concepts from the buyers’ viewpoint, identify the average buyer profile, as well as critical elements and segments which require improvement regarding customer relations. The results of the research may also be able to provide useful guidelines for working with employees, especially to those who are in direct contact with end users.

The main goal of B2B research is gaining an insight into the current state of operations and relations with business partners, determining measures for improvement of cooperation and collaboration, and also detection of critical segments which require improvement.

Research with company decision-makers (founders/owners of companies, top, middle and low management from all industries) combining quantitative and qualitative methods (in-depth interviews, CAWI and CATI) depending on the topic and scope of the research process.
Exit polls which are conducted at polling stations on the day of the election, after the respondents are finished with the voting process. Rating predictions of parties are made periodically, through several assessments throughout the day. Ninamedia Research has conducted this type of research in Serbia for the first time at local elections in Novi Sad in 2020. The research was a great success, and speaking in favor is a standard deviation of 0.5% for all polling lists, in comparison to the predictions and published results by the Novi Sad Election Commission.
A unique research project designed for specific purposes, i.e., for research which is completed only once based on the specific requests of the client, within precisely defined scope, dynamic and deadline. The majority of research is conducted in this manner.

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