The MindMap Standard

ESOMAR 28

The reference questionnaire any serious research buyer should put to a supplier. We answer it here in full, with no softened rewording and no question skipped.

Company profile

01What experience do you have providing samples for market research?: MindMap runs quantitative and qualitative studies in Morocco via CAPI, CATI and CAWI. We combine a proprietary online panel under development with a network of vetted fieldwork partners for offline modes.

Sample sources and recruitment

02What types of sample sources do you use — managed panels, databases, lists, social networks, web intercept?: Depending on the study: our proprietary online panel, face-to-face recruitment by our trained field teams, and, for B2B or niche targets, specialised partners selected study by study.
03How are multiple sources blended, and how do you handle duplicate respondents across them?: Each source is tagged in the collection file. Duplicates are detected by cross-checking identifiers (phone, email, device fingerprint depending on mode) before fieldwork closes.
04Are your sample sources used solely for market research?: Yes. The MindMap panel and associated recruitment databases are never used for commercial or advertising purposes.
05How do you source hard-to-reach groups online?: Through mixed recruitment: physical fieldwork in areas and segments under-represented online, complemented by niche partners for professional or low-incidence profiles.
06How do you select sample partners, and do you disclose their use to the client?: Any partner is chosen based on its own quality controls and compliance with Law 09-08. Its use is always flagged to the client before fieldwork launches, never after the fact.

Sampling and project management

07What steps do you take to achieve a representative sample of the target population?: A cross-quota structure (age, gender, region, socio-professional category, or sector criterion) is fixed before fieldwork from the most recent demographic data available, then checked continuously during collection.
08Do you use a survey router?: No. Each respondent is recruited for one specific study, never routed across competing surveys.
09If a router were used: how would allocation be decided?: Not applicable — MindMap does not use a router.
10If a router were used: how would bias be measured and corrected?: Not applicable — MindMap does not use a router.
11If a router were used: who would set its parameters?: Not applicable — MindMap does not use a router.

Invitation, incentives and respondent feedback

12What profiling data is held on respondents, and how is it kept current?: Only the demographic and segmentation data strictly required for the study is kept, separated from response data as soon as fieldwork closes. No profile is ever enriched for purposes outside the study.
13How does the invitation process work, and what does the respondent learn before starting?: The respondent is told the general purpose of the study, the estimated duration, that responses are anonymised, and their right to refuse or stop at any time — before the interview begins.
14What incentives are offered to respondents?: Variable depending on study length and target, set case by case and agreed with the client before fieldwork.
15What information do you need to estimate a project's feasibility?: Target and screening criteria, required sample size, geography, interview length, and the available fieldwork window.
16Do you measure respondent satisfaction?: Feedback is available through the field team at any point in the study; significant issues are shared with the client in the debrief.
17What information do you provide in a post-project debrief?: Completion rate, refusal rate, drop-out rate, and any fieldwork anomaly encountered — included in the standard methodology report.

Data quality and validation

18Who is responsible for quality control, and how do you handle random, inconsistent or overly fast responses?: MindMap. An independent back-check covers at least 15% of each interviewer's interviews, within 72 hours. Outlier completion times and inconsistent answers are flagged and excluded before analysis.
19How often can the same individual be contacted, whether or not they respond?: A MindMap panel respondent is only re-contacted after a minimum interval set per study, to avoid over-soliciting the same profile.
20How often can the same individual take part in a study?: A respondent only participates in one study on a given topic at a time; cross-participation is blocked by duplicate control.
21Do you keep individual-level participation history, and do you share it with the client?: An aggregated history (date, source, study) is kept by MindMap. A project-level analysis can be provided to the client on request, without identifying data.
22Do you have identity-verification and fraud-detection procedures?: Yes, matched to the collection mode: in-person verification in face-to-face fieldwork, phone verification in CATI, and technical checks (duplicates, consistency) in CAWI.

Policies and compliance

23How is consent to take part in a market research study collected?: Explicit consent, oral or written depending on mode, collected before the interview begins, with a reminder that participation is voluntary.
24Where is your privacy policy available, and how is it communicated to respondents?: Published at /en/methode/donnees and referenced when consent is collected.
25What data protection and security measures do you apply?: Hosting in Morocco, separation of identifying and response data, access restricted to the project team — full detail at /en/methode/donnees.
26How do you decide whether commercially sensitive material can be shown to respondents?: A joint decision with the client before fieldwork; sensitive material is covered by a specific confidentiality agreement with the interviewers involved.
27Are you certified to any specific quality system?: MindMap follows the ICC/ESOMAR International Code and is preparing formal ESOMAR membership. No other quality certification at this time.
28Do you conduct research with children or minors? Under what conditions?: Only with the prior consent of a parent or guardian, and following the ICC/ESOMAR Code's principles for the protection of minors.