Three Methods of Enquiry
Fieldwork scaled to the
question you are actually asking.
Each of our three methods is designed for a specific kind of situation. The right one depends on how much you need to know, how quickly, and what you are prepared to commit.
← Back to Home— Our Approach
How we approach every engagement
All three of our methods rest on the same principle: that useful market knowledge comes from being in the places where markets operate, speaking with the people who participate in them, and writing down what you observe with enough care that a reader who was not present can form a considered view.
We do not conduct our research remotely. We do not run online surveys or aggregate data from secondary sources. Every interview in every engagement is conducted in person, in Malay, Mandarin, or English, depending on the participant's preference.
Before we begin any engagement, we align with you on the specific question to be investigated, the type of participant we should speak with, and what a useful output would look like for your situation. This scoping is not a formality — it shapes the entire engagement.
Scoping
Align on question, participant type, and output
Fieldwork
In-person interviews, observation, note-taking
Written Study
A considered account of what we found
01 — Market Field Study
A patient written study of a particular market
A region, a category, or a customer segment — in which we walk the ground rather than rely on desk research alone. We conduct twenty to thirty in-person interviews with relevant participants, spend time in selected places of trade, and prepare a written study setting out what we observed and what we believe it suggests.
The work is paced over twelve to fourteen weeks, suiting firms considering a meaningful commitment of capital and not wishing to do so on the basis of distant assumption alone. Deliverables include the written study, an interview log, and three working sessions.
- 20–30 in-person field interviews with relevant participants
- Time spent observing in relevant places of trade
- Full written study — not a summary or slide deck
- Interview log documenting participants and key points
- Three working sessions (scoping, midpoint, delivery)
Process Steps
-
01
Scoping session
Agree on the question, participant type, and expected output
-
02
Participant identification
Find and approach 25–35 relevant participants across target geography
-
03
Field interviews
Conduct in-person conversations over 6–8 weeks
-
04
Midpoint review
Share early observations and adjust focus if indicated
-
05
Written study + delivery session
Final study shared and discussed with your team
Fixed fee
RM 3,120
12–14 weeks
Process Steps
-
01
Customer selection
Work with you to identify 10–15 suitable customers to approach
-
02
Outreach and scheduling
We contact participants on your behalf and arrange sessions
-
03
Listening sessions
In-person conversations of 45–75 minutes each
-
04
Written summary + session
Shared privately with your team in a discussion session
Fixed fee
RM 2,000
6–8 weeks
02 — Customer Listening
Hearing your customers from outside your organisation
A focused engagement in which we sit with eight to twelve of your existing customers, listen carefully to their experience of working with your firm, and prepare a written summary of what they said and what they did not say. The summary is shared with you in a discussion session and remains private; we do not produce promotional material from these conversations.
Suited to firms wanting to understand their relationships from outside — particularly those who suspect that what their customers experience differs from what they intend, or that satisfaction scores are giving them a misleadingly comfortable picture.
- 8–12 in-person customer conversations
- Written summary covering what was said and unsaid
- Fully confidential — no promotional use of findings
- One discussion session with your team on delivery
03 — Field Note
A short, focused written observation
A single observation question — perhaps "what are merchants in our category in Sabah quietly noticing about their business this year" — answered through five to seven targeted field interviews and a written note of around fifteen hundred words. Three weeks turnaround. Useful for founders weighing whether a fuller study is warranted.
The Field Note is not a reduced version of the Market Field Study. It is a different format designed for a different situation — one where speed matters more than comprehensiveness, and where the question is specific enough that a small number of well-chosen interviews can yield a useful answer.
- 5–7 targeted field interviews
- Written note of approximately 1,500 words
- Focused on a single, well-defined question
- Three-week turnaround from agreed scope
Process Steps
-
01
Question alignment
Agree on the single observation question and participant type
-
02
Targeted interviews
5–7 in-person sessions with relevant participants
-
03
Written note delivered
~1,500-word written observation shared within three weeks
Fixed fee
RM 720
3 weeks
— Choosing a Method
Which engagement suits your situation?
| Feature | Field Note | Customer Listening | Market Field Study |
|---|---|---|---|
| Number of interviews | 5–7 | 8–12 | 20–30 |
| Duration | 3 weeks | 6–8 weeks | 12–14 weeks |
| Fee | RM 720 | RM 2,000 | RM 3,120 |
| Participants | Market participants | Your existing customers | Broad market participants |
| Working sessions | — | 1 | 3 |
| Best suited for | Testing a specific assumption | Understanding an existing relationship | A significant capital or market decision |
Consider a Field Note if...
You have a specific question and need a considered answer within three weeks. You are not yet sure whether a fuller study is warranted and want to test the terrain first.
Consider Customer Listening if...
You have been operating for some time and want to understand your existing customers' experience of working with you from a vantage point outside your own organisation.
Consider a Market Field Study if...
You are weighing a meaningful commitment — entry into a new region, a new category, or a significant investment — and need a reliable account of what the market actually looks like.
— Pricing
Fixed fees, stated clearly
Field Note
RM 720
3 weeks · 5–7 interviews
- One focused observation question
- ~1,500-word written note
- Quick turnaround
Customer Listening
RM 2,000
6–8 weeks · 8–12 conversations
- Customer experience research
- Written summary + discussion
- Fully private findings
Market Field Study
RM 3,120
12–14 weeks · 20–30 interviews
- Full written study
- Interview log
- Three working sessions