METHODS
The right method depends on your question, not the other way around. We take a method-neutral approach and choose what fits your research question, timeline and budget. From choosing the method to the final recommendation, your project stays in the hands of our senior researchers, who know your product category.
Which method fits your question?
Why do customers buy (or not)? What really drives them?
How many people think this way? Which concept wins?
How is our product used in everyday life?
What is the right price?
Does our app or website work for users?
Which products will we need tomorrow?
Understand more deeply, decide better: What are your target group's unmet needs? Which motives, habits and emotions drive a purchase decision? Qualitative research reveals the "why" behind the numbers, online and in person.
METHODS
In-depth interviews · Focus groups · Dyads & triads · Laddering · Online communities · Diary studies
Precise numbers, analyzed in context: Reliable metrics back up your decisions, for example in concept, product and packaging development, positioning and customer communication.
METHODS
Online surveys · Concept & packaging tests · Conjoint · BPTO · Price Sensitivity Meter · NPS · Pre- & post-tests · A/B tests
Research where your product is actually used: We observe usage and shopping behavior in everyday life, at home, in stores or on the go. This uncovers customer insights that would otherwise stay hidden in an interview.
METHODS
In-home interviews · Observation · Shop-alongs · Home use tests
Innovation Processes & Trend Analysis
From idea to market readiness: We support your company from needs analysis (customer journey, ethnography) through ideation to implementation. The result is future-proof products and business models, from vision to reality.
METHODS
Desk research · Trend scouting · Ideation · Design thinking · Market navigation · Concept tests
Workshops
Turning insights into decisions: In our workshops, we bring market requirements together with the realities inside your company, with R&D, marketing and management at the same table.
METHODS
Strategy workshops · Ideation workshops · Brand mapping · Persona development
User Experience
Products that feel good sell better: Our usability and UX evaluations go beyond optimizing user interfaces. We look at users and their emotions as a whole, raising satisfaction and conversion.
METHODS
Usability tests · Remote user tests · A/B tests · Personas
METHOD SPOTLIGHT
RepGrid (Repertory Grid)
Perception in your customers' own words: With the Repertory Grid technique, we don't hand respondents a list of attributes. They compare brands, products or concepts and name for themselves how they are similar and how they differ. This reveals the criteria your target group actually uses to judge.
1
Compare
Respondents compare three items (e.g. brands, products) at a time.
2
Name
In their own words, they describe what two of them have in common and what sets the third apart.
3
Rate
All elements are rated on these personal dimensions and then analyzed.
The Analysis
At the end of each interview, there is a personal set of constructs and a matrix of elements and ratings: the "grid". The analysis combines qualitative and quantitative approaches: from the grids of all respondents, a three-dimensional meaning space is calculated. It shows directly where the elements are positioned from the respondents' perspective and where room for design and development emerges. In terms of content analysis, the constructs can be evaluated in a wide variety of ways.
The Strengths
The method combines qualitative depth with statistical analysis. Respondents use their own terms rather than predefined categories, yet all rate the same set of elements. This keeps the results comparable. The indirect comparison reduces socially desirable responses, and many participants find the reflection enjoyable.
WELL SUITED FOR
Brand positioning · Competitor comparisons · Product and concept evaluation · Developing questionnaire items
Frequently Asked Questions
Qualitative or quantitative: which do I need?
Qualitative research explains the "why"; quantitative research shows "how many." Many projects combine both: first understand, then measure.
Do you conduct research online or in person?
Both. Depending on the target group and the question, we use online interviews and communities, research studios, or visits to respondents' homes.