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How come, what for, and why?
We get to the bottom of your issue.

quali_eingangstext_2Within the context of our qualitative research, we devote ourselves to answering your 'Why?'. Our qualitative methodology identifies the cognitive, emotional and motivational background to your target groups' actions in a psychologically representative manner. In this way we gain a profound understanding of your target groups, and explain their phenomena and actions to you. In doing so, we ensure that you not only receive the answer to your 'Why?', but also concrete recommendations that will yield fresh opportunities for you.


Psychological in-depth interviews

tiefeninterview What are psychological in-depth interviews? Interviews where a specially trained interviewer uses a one-to-one situation to immerse themselves in the world of an individual respondent in order to reveal their feelings and motivations. It's used in small samples to investigate and understand cause-effect relationships in a psychologically representative manner.
Typical applications? Consumer insights, celebrity analyses, driver and barrier analyses, typographic studies, empirical surveys.

Limits to this method? Makes no use of group dynamics; highly analytical evaluation requires time.

Group discussions (focus groups)

gruppendiskussionWhat are focus groups? Focus groups use a social process involving 8 to 10 participants to discuss a topic, thereby revealing opinions and attitudes. They are used with small samples to rapidly gather a rich variety of meaningful opinions.

Typical applications? Product concepts, programme tests, brand status quo, ideas for advertising media.

Limits to this method? Socially desirable response behaviour can occur with intimate or sensitive topics; in-depth psychological analysis is impossible.

Creative workshops

kreativworkshopWhat are creative workshops? Workshops with 4 to 8 people, using a creative process lasting several hours to examine a topic from many angles. Creative techniques (e.g. product or brand as a drink, party game, etc.) deliver comprehensive input about the given topic. They are used to generate ideas, and as part of innovation processes.

Typical applications? Generating product ideas, product optimisation and diversification, innovation processes, expert insights.

Limits to this method?
Participants must be sufficiently articulate and creative; creative analysis requires time

Ethnographic interviews

ethnografieWhat are ethnographic interviews? Interviews which take place within the respondent's lifeworld, and which are very close to real life. They are conducted with or without a camera present. They enable insights into people's lives and how they deal with products, brands or services on a daily basis.

Typical applications?
Product use, strengths/weaknesses analyses, consumer insights, empirical surveys, PoS surveys, media use.

Limits to this method? Respondents must agree to 'open up' their daily life for the interviewer's benefit; the feeling that this is a test situation must be eradicated in order to promote realism.


online_qualiWhat are qualitative online methods? Chatrooms, forums, blogs: qualitative input from internet users, over short or longer periods. They are used to enrich insights derived from other methods, and can go hand in hand with live events, programme viewing, or the like (real-time survey).

Typical applications? Tests of TV and radio programmes, empirical surveys, usage habits, advertising impact, moderator analyses.

Since January 2017 we have our own professional online-panel based on a cooperation with the institute Trend Research located in Hamburg. This partnership allows you direct access to a nationwide online-panel, which started in 2003 and has approx. 75.000 active participants at the moment.


beobachtungWhat are observations? People are observed in real-life or test environments to see how they deal with situations and products. They are used to gain insights into people's behaviour.

Typical applications? Accompanied shopping, product use, mystery shopping.

Limits to this method? Interpretation is limited without accompanying survey processes (behavioural components only, and no cognitive elements).

Explorative interviews

What are explorative interviews? Interviews that use semi-structured topic guides to gather opinions. They are deployed in hard-to-reach target groups or within a brief period in order to gather opinions within a semi-qualitative procedure.

Typical applications? B2B (business-to-business) interviews, PoS surveys.

Limits to this method? In-depth psychological evaluation is impossible; not an adaptive procedure, because interview guidelines are fixed.