Research Methods

Focus Groups

In mostly target group-specific focus groups, we discuss attitudes, explore behavior, carve out needs, or evaluate concepts. Focus groups thrive on group-dynamic processes, on ideas of individuals being picked up by others, or on controversial discussions that help to illuminate and understand the research topic from different perspectices.


In-depth (One-on-One) Interviews

In-depth interviews are particularly suitable for topics

  • in which focus groups, based on social desirability,  would inhibit the openness and impartiality of participants. 
  • in which individual ratings of uninfluenced participants are important.

In explorative one-on-one discussions we find out lifestyle habits, usage motives and needs.

Online Bulletin Boards

Online Bulletin Boards live from the asynchronous exchange of participants similar to a forum and the social processes over a longer period of time (find and verbalize your point of view, react to other respondents).

In an online community, we usually embed other online tools, such as diaries, mobile app, questionnaires or evaluation / voting buttons for quantifiable results.

Online Diaries

  • Diary as an ethnographic perspective. Selfies, photo documentation of the home environment, family life or everyday experiences: We work with online diaries based on user friendly mobile app solutions.
  • Diary to prepare for the topic. Participants of the study deal with the topic before the individual interview or focus group. This helps them to come to the interview prepared and engaged.
  • Diary for documenting habits. Participants can document their routines and activities. This is helpful as sometimes consumers (usually unintentionally) misjudge their own habits and give incorrect descriptions in the further discussion without a preparatory diary. 

Mobile App

We use a very user-friendly mobile app solution for smartphones e.g. for research on touch points / customer journey or for documenting routines.

  • Record spontaneous impressions and actions immediately
  • Upload photos and videos
  • Push questions and answer in real time

Many advantages:

  • Spontaneous entries are genuine and unreflected
  • This makes it easier to understand impulsive decisions
  • Routines are recorded more reliably throughout the day

User Experience / Usability Testing

Usability tests are no longer just a common test method for software and IT systems. Researching the user experience means capturing and interpreting all impressions and experiences when interacting with a (digital) product. This includes both physical and digital product interactions. For example, we carry out software UX tests using defined tasks in an observational survey both remotely (online) and on-site (in the studio, at the workplace).

Qual-Quant / Online-F2F Approaches

In the course of developing a new product or service, the following may apply: “Consumer insights are the basis; validation gives reassurance for decision-making.”

Therefore, it makes sense to have the ideas and concepts developed in qualitative project phases evaluated by a larger sample. To do this, we combine methods of qualitative online and F2F research with standardized questionnaires. 

Expert Interviews

Not every research question is so simple that it can only be answered with consumers or users. We recommend interviews with experts for complex or future-oriented questions:

  • Experts of special branches
  • Experts for future-oriented technologies
  • Experts of social developments





Experts are handpicked and difficult to replace. You don’t want to leave the successful recruitment to chance. Therefore, we research and recruit every expert ourselves and already have a broad network.


Workshops are an essential part of the product development process or a user-centered development:

  • Lead User Workshops
  • Expert Workshops
  • Creative Workshops
  • Ideation Workshops

Creative Ideation Sessions generate concepts and product ideas. Workshops are not a standard tool. We design each workshop individually.

Ethnographic Interviews

We always recommend ethnographic interviews if it is particularly important for the research question to get to know the consumer or user in his real living environment. We visit the respective participants at home and:

  • See how the product is integrated into their everyday lives
  • Watch their usage habits
  • Explore specifically based on observations
  • Accompany them at different touch points along the customer journey.

Mystery Shopping

At the point of sale, we check the service quality for products and services that require consultation.

To be able to evaluate this important touchpoint between customer and seller neutrally, we carry out test purchases in which we examine different success factors, such as service quality, friendliness and accuracy of consulting services.