METHODS
The right method depends on your question, not the other way around. We are method-agnostic and choose what fits your research question, timeline, and budget. From choosing the method to the final recommendation, your project is run by senior researchers who know your 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?
Deeper understanding, better decisions: 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 (MROCs) · Diary studies
Hard numbers, read in context: Reliable metrics to back your decisions - in concept, product, and packaging development, positioning, and customer communication.
METHODS
Online surveys · Concept & packaging tests · Conjoint · BPTO · Van Westendorp Price Sensitivity Meter · NPS · Pre- & post-tests · A/B tests
Research where your product actually lives: 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 · In-home usage tests (IHUT)
Innovation Processes & Trend Analysis
From idea to launch: We support your company from needs analysis (customer journey, ethnography) through ideation to implementation. The result: products and business models built for what's next.
METHODS
Desk research · Trend scouting · Ideation · Design thinking · Market Navigation (rapid prototype testing) · 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, to drive 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
Each interview produces two results: the respondent's personal constructs and a matrix in which the elements are rated on those constructs, the so-called "grid". The analysis combines qualitative and quantitative methods. From the grids of all participants, we build a three-dimensional perceptual map. It shows at a glance how respondents position the elements relative to each other and where there is room for design. The constructs themselves can also be content-analyzed in many different 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 social desirability bias - and participants tend to enjoy the exercise.
WELL SUITED FOR
Brand positioning · Competitor comparisons · Product and concept evaluation · Survey item development
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, focus group facilities, or in-home visits.