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About Us

What we are.............

Our Vision

Our Mission

Quality

Accuracy

Transparency

Credibility

Team Work

AAL started its operations in 1983 as a full MR service agency. Its focus back then was Qualitative & Quantitative research (Customized Research) and Trade research (RMS). AAL’s aim was to be the biggest MR agency in Pakistan, which it achieved.
Its extensive trade research function made it possible to enter a Joint Venture agreement with ACNielsen in 2001, when they came to Pakistan. This JV did not happen overnight; rather it was a long planned & thought-out event and because of which AAL had remained into RMS despite of it being unprofitable for AAL.

“Either you can let life happen to you or you can plan life.” Anonymous.

According to the JV agreement with ACN, AAL is currently operating as a Marketing Research Consultancy and not undertaking regular fieldwork assignments, under a limited period, non-compete agreement with ACN. This agreement completes its tenor in December 2005 and AAL will be free of any obligations to do any business from January 2006.
From Jan 2006 AAl has re-started its operatins as a full services market research agency.

OUR MISSION

"Our mission is to be recognized as information professionals, through continuous investment in people and technology, as the most competent and credible marketing research institution providing reliable, timely and actionable marketing insights to our clients, contributing significantly to their success and the development of the marketing research industry.”

OUR VISION

Our vision is to become the most competent and credible MR institution with information professionals providing reliable & actionable insights to clients. In terms of activities we want to do the following:

Media Research
International Marketing Research
Marketing Research Consultancy
Marketing Research training.

OUR VALUES

Accuracy
Transparency
Credibility
Integrity
Reliability

GEOGRAPHICAL SETUP

Our head office is at Lahore. However, we have complete team of researchers who are capable to handle any kind of survey across Pakistan. Moreover, we also have permanent field offices at Lahore, Karachi and Rawalpindi / Islamabad and field coordinators at:

Hyderabad
Sukkur
Faisalabad
Multan
Peshawar
Quetta

To monitor the field activities other than field’s own back checking through supervisor we have independent Quality Assurance department.

FIELD WORK

Field Training
We will have 2-5 days training sessions at different locations depending upon the nature of project. Training session will proceed in the following way.

An Overview of the project and questionnaire briefing
In house mock session
Field mock
Feed back on field mock

In overview of the project and questionnaire briefing to supervisor and interviewer Interviewing instructions, Guidelines to fill the questionnaire, Screening & recruiting instructions, other important information to understand the essence of survey is discussed
In house mock session: Purpose of in house mock is to check level of understanding of interviewers and their grip on questionnaires.
Field mock: we will send all teams in field and will do mock interviews on few establishments. Here they get the actual exposure of the whole process i.e. interviewing with head of establishment, housewife or any other target respondent’s category.
Feed back: Feed back on field mock will be given to improve the work of surveyors and to enhance their understanding with respect to questionnaire handling.
Through this detailed training session we will evaluate and select the up to the mark surveyors for the activity. In these training sessions, we train more than required number of surveyors to counter the low performers and to tackle refusals due to any reason.

QUALITY ASSUARANCE

Quality Control is an integral part of the entire research process. QA verifies 20% fieldwork of every interviewer through QA own independent field team. These forms are randomly selected from overall forms of every surveyor. QA activity is done simultaneously with the fieldwork and reports are submitted as progress goes on to project in-charge and field department. If any case is reported to the Field, they are bound to clear it within 24 hours. However, concerned person would be penalized according to the company rules. Detailed reporting format can be provided upon client’s request.
To monitor the progress of survey and quality standards client is more than welcome to have accompanied field visits with surveyors or with quality assurance team. Following is the overall process of QA at field level.

Supervisor of each team will be responsible for quality assurance of his team.
Quality assurance surveyor will have surprise visits on daily basis and will observe working of every team.
Quality assurance surveyor will back check the completed work of all surveyors.
Quality assurance supervisor will have surprise visits to check working of quality assurance surveyors and field teams
Field executive will have surprise visit to check his teams.

Through above mentioned process field back checking done by supervisor and then Quality Assurance’s department back checking provides 30% work of every surveyor is rechecked for more authentic results.

DATA PRODUCTION & SPECIAL ANALYSIS

We have complete data processing and special analyses department which have qualified people who have grip on various analyses, sampling techniques and softwares. Data processing will encompass data editing, coding and cleaning activities.