The sanctity of any market research is contingent on the constituent data being of good quality. At IROS, we are avid believers of the QIQO (Quality In Quality Out) doctrine & devote a lot of time & resources in ensuring this. Every project has the 100% commitment of the researcher involved, from start to finish The researcher is involved closely with the field - from explaining project objectives & detailed briefing to close monitoring of fieldwork progress & random quality checks All questionnaires/ discussion guides are translated by skilled translators and then back-translated to ensure that the original meaning/ intent of the questions being asked is not lost in translation The same holds true when working with transcripts in local languages and open-ended coding, to ensure that the essence of consumer feedback is retained when converting the same from a local language to English.