MARKET CASE STUDY: UZBEKISTAN
Adopting online research method to assess opinions on packaged butter in Uzbekistan
How did online data collection help to understand Uzbeks’ perceptions and attitudes regarding different butter brands?
Online research on packaged butter in Uzbekistan
Project background:
Challenges:
According to the Ministry for the Development of Information Technologies and Communications' press service, Uzbekistan currently has more than 27.2 million Internet users, making up 71% of the population. However, Data Reportal's Digital 2022 Report indicates that the number of active social media users is still fairly small, at approximately 6 million, with women making up only about 35% of these users. Due to this, recruiting women older than 35 to participate in surveys was quite challenging for us.
Considering the aforementioned peculiar characteristics of the Uzbek market, a different and more varied approach was needed for the study to reach the intended sample. TGM Research had adopted a dynamic sampling technique, taking samples from a diverse range of sources, primarily via Facebook and Tapjoy platforms, in order to assure the most comprehensive and pertinent sample set.

Methodology:
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Study type: Tracker
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Country: Uzbekistan
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Research method: CAWI – Computer Assisted Web Interview
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Frequency of Quota setting: Twice a year
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Total Sample: N=400 (N=200 per wave/round)
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Number of Waves: 2
Target Audience:
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Main shopper in the family regardless of genders
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Butter buyers and potential future buyers who are not currently using the product
Outcome:
How to effectively run an online survey in Uzbekistan? Key takeaways.
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Understand the demographics: In Uzbekistan, the gender split is nearly even, but the majority of online users are men. This fact needs to be taken into account while defining sample criteria.
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Mobile-first: In Uzbekistan, cell phones are the most used device for browsing the Internet. Assuring that consumers can complete the survey on their mobile phone will help you ensure a high level of engagement and participation.
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Trustworthiness: Due to the country's unstable political and security environment, Uzbeks will exercise greater caution when disclosing personal information online. To get more respondents and create enduring relationships with customers, organizations must demonstrate their trustworthiness and commitment to protecting customer information.