- Professional Research with Amateur Spirit...
As Yöntem Research, we pursue the truth without losing our amateur spirit, in other words, without losing our passion for research, questioning and questioning, which a researcher should always have, but without compromising the requirements of professionalism. Finding the truth is only possible by staying focused on reaching the truth. For this reason, we look at quality not as a cliché, but as a "matter of life and death" and we focus not on protecting it, but on constantly raising it.
- Building Bridges between Science and Art...
Just as the Dutch painter Piet Mondrian saw art as a bridge and a means of balance between man and his environment, we see research as a bridge between science and art . On the one hand, we deal with numbers, statistics, averages, that is, science, and on the other hand, we try to reach a conclusion and create an insight from these numbers. Therefore, we see research as part science and part art.
- Black Swans
We provide services in both qualitative and quantitative research areas based on the premise that life is a whole formed by numerous complex elements, and therefore the researcher should take a holistic view. Accordingly, we design and project research in line with the business objectives of our business partners.
We take this holistic approach in all our research and do not overlook "deviations from the mean" when calculating averages , qualitative clues that are "hidden" in a quantitative study, or numerical facts that appear in a qualitative study. Because, "Black Swan"Nassim Nicholas Taleb, author of the book "Black Swan Theory"We believe that people or events that "deviate from the average" have changed the world. Great scientists, great artists, great state leaders, great philosophers were not average people at all, yet they changed the world with their inventions and ideas. In the same way, aren't "9/11" and the COVID-19 pandemic unpredictable black swans that changed the world?
In order to generate insights and develop strategies that can change the market, society and even the world, Yöntem seeks data that is not visible, that remains hidden, but that can shape the future - the "black swans". Because while averages show today, deviations from the average, i.e. "black swans" , are the pioneers that determine tomorrow. Yöntem works to show its stakeholders tomorrow as well as today. This is also the purpose of Yöntem's purpose.
- Sampling
The main purpose of sampling is to achieve sufficient "clarity" to predict the whole. The two pictures below illustrate the difference between the "image" that will be obtained through sampling but will be sufficient to define the whole and the one-to-one "image of the universe":
Yöntem enables its stakeholders to achieve the same results with optimal investments without spending as many "pixels" as in the picture on the right, and with "optimal pixels" as in the picture on the left.
- Gamification
The famous scientist Albert Einstein (1879-1955), who won the Nobel Prize in Physicsin 1921 for his work in physics and mathematics, described play as "the highest form of research".
As a member of ESOMAR and TÜAD, Yöntem closely follows and applies all current developments in research, thus paving the way for research to be transformed from a question-answer monotony into a "game" that both the questioner and the answerer enjoy. Yöntem pursues the "highest form of research "addressed by Einstein, recognizing that "play" is one of the keys to quality.
