Market and opinion research

High-performance marketing and opinion research, from data collection to reporting

GIDE designs and operates customised marketing research management solutions for market research companies, insights teams and marketing departments.

For over 30 years, we have partnered with leading market players, from Ipsos bva to Kantar, including Ifop, OpinionWay, CSA, Oracle Life Sciences and others, as well as brands such as BPCE, SNCF, EDF, LVMH, Fnac-Darty and TF1 Pub.

Whether it’s barometric surveys, ad hoc studies, multi-mode research, or large-scale surveys, we work on projects that must adapt to a wide variety of clients, target audiences and constraints, without compromising on data quality.

Discuss your research project

Your challenges: designing effective and engaging studies

Marketing studies must address multiple constraints:

  • surveying diverse target audiences across different channels;
  • maintaining respondent engagement throughout the questionnaire;
  • managing complex logic and conditional paths;
  • quickly produce reliable and actionable data;
  • integrate the results into existing tools and processes;
  • adapt systems over time without having to start from scratch.

While many solutions today allow you to create and distribute online surveys, they often reveal their limitations as soon as the systems become more complex: advanced workflows, integration with existing systems, automation of data flows or the continuous evolution of surveys. We support you at this stage when your projects become more complex.

We support the entire survey production process

We are involved from design through delivery, adapting to your work methods and the type of study.

We support two main types of projects:

  • Ad hoc surveys: questionnaire programming, rapid setup and data collection, with strict requirements for reliability and deadlines;
  • More complex surveying systems: integration into an holistic system, data flow management, interconnection with your tools and long-term structuring of the system.

Consulting and system design

We get involved early on to help you structure your research frameworks and define the approach best suited to your objectives, constraints and work methods:

  • Framing of studies and respondent journeys;
  • Defining recruitment channels and methods;
  • Selection of data collection methods;
  • recommendations on the program’s architecture;
  • Optimising data flows and reporting.

Conceptualisation, design and programming of questionnaires

We assist with questionnaire design and handle their programming, taking into account methodological, technical and respondent experience considerations:

  • Structuring of survey paths and conditional logic;
  • Conceptualisation and design of questionnaires to improve engagement and reduce dropout rates;
  • Adaptation to different devices and responsive design (mobile, tablet, desktop);
  • Management of complex mechanisms (trade-offs, multiple paths, etc.).

We specialise in:

  • Trackers and barometers;
  • Ad hoc studies;
  • Specific projects (patient records, internal surveys, multi-client studies).

We also integrate AI to streamline certain production stages, particularly when programming complex questionnaires.

Custom development, deployment and operation

We implement these solutions according to your needs and requirements, whether on the web, mobile or other data collection channels, to ensure consistency in user flows and data:

  • Development of ad hoc features;
  • Multimodal (CAWI, CATI, CAPI) and multichannel (email, text message, WhatsApp, social media, etc.) deployment;
  • Automation of data flows;
  • Monitoring data collection.

Data processing, structuring and reporting

We structure the data to align with your analytical needs and tools, using a high level of automation.

  • Data preparation for analysis;
  • Automation of processing;
  • Programming tailored to multi-wave survey processing;
  • Integration into your tools;
  • Generation of exports and reports;
  • Provision of dashboards and reporting portals;
  • AI-powered analysis of textual data (verbatim transcripts).

    • Continuous improvement and responsiveness

    We work alongside your teams to support you over the long term:

  • Rapid launch of new surveys;
  • customisation of questionnaires and survey flows;
  • Long-term monitoring of your projects (recurring or ongoing surveys);
  • Technical updates as needed;
  • Responsive support and ongoing guidance.

    • Innovation and AI for opinion and market research

    We develop solutions tailored to the specific requirements of marketing research, with one constant goal: to improve data quality, respondent engagement and the effectiveness of our systems:

    • Conversational questionnaires (chatbots) to enhance the respondent experience;
    • Use of video to collect richer, higher-quality data;
    • Use of interactive images (hotspots, hotzones) to test concepts or user journeys;
    • Optimised questionnaire design to reduce dropout rates and improve engagement;
    • Automation of data processing to accelerate the production and analysis of studies.

    We also integrate AI when it provides tangible value:

    • Programming assistance to speed up the implementation of complex questionnaires;
    • analysis of open-ended responses (coding, classification, categorisation);
    • automatic transcription (speech-to-text);
    • audio dubbing of questions (text-to-speech);
    • AI-driven management and enhancement of conversational questionnaires.

    These applications are designed within a controlled framework:

    • no data retention;
    • processing in Europe;
    • compliance with confidentiality requirements and the GDPR.

    SCROLL, the foundation of your marketing research

    The custom solutions we design for research firms and marketing teams are built on SCROLL, our in-house framework.

    SCROLL enables the design, deployment and operation of complex survey systems from a common foundation. In particular, it supports:

    • programming complex questionnaires;
    • respondent and panel management;
    • multi-channel invitations and follow-ups;
    • data collection and centralisation;
    • automation of data processing and exports;
    • dashboards and reporting tools;
    • integration with third-party systems.

    This makes the solutions faster to deploy, simpler to manage and easier to scale over time.

    Deploy SCROLL to suit your needs

    Entrust the operation of SCROLL to GIDE

    We can manage all or part of the system: questionnaire design, data collection deployment, data flow management, study oversight and tool maintenance and upgrades.

    Our teams act as an extension of your project teams, demonstrating strong adaptability and responsiveness when working on systems that are often critical or subject to change.

    Use SCROLL independently

    SCROLL can also be made available to your teams so you can design, deploy and manage your own surveys.

    We support this transition to autonomy with training, technical support, methodological guidance and ad-hoc assistance on specific projects or production phases.

    High standards for security and compliance

    The systems we develop meet the strictest requirements:

    • GDPR compliance;
    • Secure hosting on controlled infrastructure located in France;
    • HDS-certified hosting for health data;
    • Granular management of access and sensitive data;
    • Traceability of data processing;
    • Use of AI tools hosted in Europe with no data retention;
    • Separation of environments when the project requires it.

    Interoperability and integration with your ecosystem

    We design solutions that can integrate with your tools and workflows.

    • BI and data visualisation tools;
    • CRM and marketing platforms;
    • Statistical analysis tools;
    • Institute-specific platforms;
    • Automated exports and custom data feeds.

    Case studies

    When the Ipsos group's division dedicated to media, content and new technologies had to create an online questionnaire with response lists including more than 800 brands, Gide's experts opted for a custom solution that was more user-friendly for respondents.

    • data collection
    • market research company
    • online questionnaire
    • response rate
    Read the case study

    As a renowned market research and polling institute, Ifop was looking for a partner capable of providing customised technological solutions for complex surveys, often with tight deadlines.

    • market research organisation
    • data collection
    • online diary
    • data query tool
    Read the case study

    Find out more

    4 December 2025

    Web Accessibility: Designing Inclusive Surveys for All Respondents

    Surveys & Research
    30 October 2024

    Speech-to-Text in Surveys: Use Cases and Applications

    Data & Statistics
    22 November 2019

    Video surveys, a new tool for market and user research

    Surveys & Research
    2 October 2019

    How chatbots can make your surveys conversational

    Surveys & Research

    Let's talk about your next survey

    Do you need to manage complex marketing research projects with high standards?

    We can help you secure your systems and improve efficiency.

    Talk to a GIDE expert