Why Kazakhstan is an interesting market to conduct research?
Kazakhstan - a state established about 30 years ago due to the collapse of the Soviet Union, is now one of the most prosperous and wealthiest countries in Central Asia. The country, rich in oil, gas, coal, and other significant minerals, controls some of the world’s largest oil and gas fields – Tengiz and Korolev.
Located between the most prominent trade routes between China, Russia, Europe, and the Middle East, Kazakhstan enhances its market position by joining international trade organizations, such as WTO and EAEU. With the highest GDP and purchasing power levels in the region, vast possession of natural resources, and a significant strategic location, Kazakhstan has become a current emerging country leader for future investments.
How is the current economic situation in Kazakhstan?
However, the 9th world’s largest country by territory faces enormous challenges in transportation and distribution. Nearly half of the 19 million population lives in poor, rural areas. Often isolated communities lack substantial public and social services. The global pandemic, being the main cause of the market turmoil, uncovered the tension concerning increased prices, state corruption, and income inequality.
Yet, the authorities are already on the way to boosting the country's economic potential by establishing numerous economic and industrial zones that benefit new initiatives and investments. The future-planned expenditures involve advancement in agriculture, transport, communications, and power sectors.
What is the current state of digital in Kazakhstan?
Nowadays, Kazakhstan is on the road to transition into a more digital state despite various market disturbances. The aim of Digital Kazakhstan (governmental program for 2018-2022) was to improve the life quality of its citizens through general digitalization. Currently, internet penetration stands at 86%, and almost 14 out of the 19 million population claim to use social media.
Many elements of the economic sectors are enriched by technology-driven solutions and most apparently, we see is the rise of online market research. Kazakhstan is spearheading digital transformation in many areas. This is the reason why one of the recommended and best method in Kazakhstan to conduct research is online survey, as it is affordable, secure and assures quality results in short timeframe.
Why to choose online research methods for fielding a research project in Kazakhstan?
In the face of transport and delivery challenges, online research methods are recommended the most to conduct a successful survey in Kazakhstan. Due to the poor conditions of the railway line and insufficient length of roads, it is a challenging task to reach some of the isolated communities.
By using specialized targeting and digital acquisition, online research methods enable increasing the audience range outside of the urban areas, such as the region of Almaty, Nur-Sultan, or Shymkent.
Exacerbated by the economic turmoil, there is a decrease in the credibility and confidence of Kazakhs towards the elite and authorities that keep close ties with Russia. It is more reasonable to conduct online research in politically unstable regions due to the anonymity while filling out the questionnaire. Having the opportunity to choose the place and time to answer the survey questions, and being the only one in the room, increases the chance of sharing the most truthful and accurate opinions, especially amidst susceptible questions.
Online data collection methods boosts better quality data and supports market research companies to gain actionable insights and consequently they are able to make data-informed decisions.
Data collection and data processing will also be shortened. The researcher will not have to spend long hours and days between reaching the targeted audience; instead, he/she can complete the project even within a few hours.
As the leading online data collection agency, TGM Research conducted multiple market research projects in Central Asia, pioneering online research in this market. To learn more about the recent projects we did in Kazakhstan, please contact us.