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Qualitative Research in Asia

Alena Mamardashvili (Russia)

Interviews taken by Piyul Mukherjee with Qualitative Researchers Worldwide

 » So, was there a cold wave in Moscow, too, this year, or was this quite normal to you?

There is nothing unexpected with the weather. Everything was as usual: either slush or cold. But Moscow cold is just a chill, nothing special as compared to the recent Mexican or Californian ones. All in all, Moscow weather does not predict the end of the world so far.

» Russia is such a huge country. Do tell us about the similarity and differences between citizens – say, in the East as versus the West….

Though Russia is a big country, in my opinion, it is more homogeneous as compared to the USA. Though, of course, in the East of Russia there are various ethnic groups, and their way of life can differ from the way Russians live in the West of the country. But generally, townsmen both in the East and in the West are very similar. People in the East are more balanced and calm. Also they seem to have another perception of distance. What we consider to be remote, they consider to be close.

There is a funny proverb: “A Siberian is not the one who is not afraid of cold, but the one who wears warm clothes.” I think this is true. Fur coats and caps in Siberia are worn since autumn and are taken off only in spring, irrespective of air temperature.

» How do audiences react to face-to-face interviews? How easy (or difficult) is it?

This question should probably be asked to recruiters, since it is they who have to invite respondents to the interview, giving necessary explanations and answering questions like, “And why do you need all this?”

In Russia people have quite a calm attitude to video filming during groups and to their questions being recorded by dictaphone. For 10 years of my working here not a single respondent refused to be recorded.

»How long have you been in this field? And what made you join it?

I have been working in this field since 1993. It all has started since taking part in an organization I worked at for that moment (All-Russian Center of Public Opinion research), in a special training programme, financed by EEC. I was in a group that was taught qualitative marketing research. Our trainer was MBL Company (UK). This was an excellent programme with a superb trainer, real professionals! The first research we did (together with MBL) was Smirnoff brand research. The second one was for the Shell Company. So this is it – this was a wonderful start for my job in the field of qualitative marketing research.

» If not research, which is the field you almost joined?

I had no other alternative.

» I’ve often met people who think that researchers are boring people: how would you react?

I also think that researchers are boring people. But I would do a small correction remark: quantitative researchers.

» Which are the most-often researched products in qualitative studies, in Russia?

In Russia the brands that belong to big foreign companies are intensely researched. The bigger budget the company has, the more the brands, belonging to it, are researched. For example, much research is carried out by Nestle, Procter & Gamble, Danone, Coca-Cola and other large-scaled foreign companies, present at the Russian market.

» If you could crystal gaze into the future, how do you expect the Russian market research industry to evolve in the next 10 to 15 years?

I think, the role of research for local brands will increase. Thus, a bigger role will be played by consulting capabilities of research agencies.

» How do you like to relax in your free time?

I hardly have any free time. But I can relax during tube trips, when I can have a seat and read Stephen King’s book.

» If I asked, who is your most favorite person alive, anywhere in the world today, who would it be?

Takeshi Kitano. He is smart, tough, funny, touching, and kind. He is diverse. And he is sincere. And I really appreciate him as an actor and as a film director.

» And if you could meet any one person from history, who would that be?

It would be interesting for me to see Thomas Jefferson. Democracy in the USA is a kind of religion. It is amazing.

» The two countries you look forward to visiting…

It would be interesting for me to visit Japan and Holland.

» If you were to recommend two ‘must-see’ places in Russia, to international tourists like us…

I would definitely recommend visiting St. Petersburg and the cities of the so-called Golden Ring. Both places are monuments of Russian culture.

» And the ‘must-eat’ food – the ‘ochin kusna’ dishes?

I would recommend something of Georgian cuisine (you know, I am half Georgian), for example, satzivi, a chicken in a delicious walnut sauce. So, if you are in Moscow, visit a Georgian restaurant and order satzivi!

Spaceba bolshoi! Paka!!

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