bg research works - a qualitative market research agency in Germany
Introducing ourselves …
bg research works I donnerstr. 10 / haus 10, 22763 hamburg – germany I tel.: +49 (0)40/41 54 75-76 I www.researchworks.de I mail@researchworks.de
What we do
bg research works is a full-service market research agency
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We are based in Hamburg ( the second biggest city in Germany) but work nationwide We primarily conduct qualitative projects, but also small quantitative studies
We take care of your project in Germany
• • • • • • Translation of materials into German Recruitment of and incentives for participants with our network partners Rental of facilities Moderation Providing simultaneous translation If required: Analysis and preparation of report in English
We deliver the flexibility you need
• • Fast turn-arounds Decreasing the time-zones through high availability
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Specialists for the German market for non-German clients (1/3)
We obviously know Germany and the Germans, but far more important:
• • We are aware of differences and particularities compared to other markets We know what to look for and how to explain it to a non-German audience
We consider these cultural particularities throughout all phases of the project and discuss these with you
• During the phase of developing the study design and fixing the recruitment criteria, we recommend amendments where necessary. 2 examples: - Education in Germany takes much longer than in most other countries. Thus young professionals under 25 with a University degree represent a rare species which is hard to recruit - When Germans say 'credit card' they mostly mean a deferred debit card. Thus simply asking about credit card ownership in the recruitment questionnaire would result in talking to a different target group than in other countries In the analysis, we point out cultural particularities to help you understand the market clearly
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Specialists for the German market for non-German clients (2/3)
Some examples of German particularities:
For Germans, spotting the negative is much easier than being enthusiastic about an idea
• Perfectionism, combined with a rather skeptical outlook on things in general may be the cause for the phenomenon that in focus groups, participants find it much easier to express the negative aspects than the positive ones when evaluating new ideas we show them In quantitative questionnaires, Germans seldom make use of the end of the scales – they tend to be careful due to consideration of the possibility that there might be introduced something better or worse later on
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Communication: Comparisons with competitor brands often trigger negative emotions – it is usually perceived as bragging about competitors
• • Comparative advertising was not allowed until 2000 But even after the law has been changed, comparative ads are definitely not as common as in other countries
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Specialists for the German market for non-German clients (3/3)
Language: Most Germans have at least basic knowledge of the English language and we are all accustomed to English terms in everyday life. Nevertheless, even simple English product names or phrases constantly provoke the same reaction: "We are in Germany, why can't we have German names?" A core need regarding many products and their communication is an attribute, for which there does not even exist a word in English. It is called "seriös" in German and combines the attributes respectable/ reputable, serious and decent
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Reasons why to choose us
Our long-term experience as a local supplier in international projects
• We have been working with and for coordinating agencies for many years and know what it takes to make your life as easy as possible
Projects often require quick turn-around and last-minute changes. We make it possible without loss of quality We cover a wide range of different industries We founded the company because we are passionate about what we do Let's face it. Quality varies considerably amongst the different agencies in market research. We pride ourselves to deliver constantly high quality. This comprises proper recruitment, moderation based on the experience of hundreds of focus groups, great simultaneous translators and reports that deliver insights and recommendations instead of renarration of what respondents have said It may sound trivial, but it is not. Most Germans have basic knowledge in English. But in order to carry out a project for English speaking clients, basic knowledge is hardly sufficient With our comprehensive English skills, language barriers will never be a matter of concern
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Our flexibility
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The team
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The quality approach
Last but not least: our English language skills
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Who we are
Nicole Beencke, sociology graduate
• • More than 12 years of market research experience In-depth knowledge of various industries, especially: - Automotive - FMCG (with particular epxertise in body care) - Finance - Fashion - Sports Perfect English skills
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Sebastian Golombek, business management graduate
• • More than 9 years of market research experience In-depth knowledge of various industries, especially: - Automotive - Entertainment, especially videogame hard- and software - Finance - Sports - Telecommunication Perfect English skills, U.S. High school graduate
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Methodologies
We offer the full range of qualitative methods
• • • • • • • Focus groups / mini groups Triads In-depths Paired-Depths Creative workshops Ethnographics Bulletin Boards
And also conduct quantitative projects
• • • • Paper-and-pencil CATI CAPI Online
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Industries we cover
Nicole and Sebastian stand for more than 20 years of market research experience. Industries we have repeatedly worked for:
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We believe in:
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We believe in: Clarity
A lack of clarity is the starting point for any study. That’s why we see our main task as delivering insights that create transparency Clear answers require clear questions. Knowing exactly where you want to go is the only way to make clear statements. All our reports and presentations are founded on careful analysis We prepare our reports in such a way that they make unambiguous, easy to understand statements – especially important when the questions are complex and involved
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We believe in: Intelligent Questions
Being able to distinguish between the right questions and the wrong ones requires more than intelligence: it calls for creativity and instinct as well Asking the right people the right questions at the right time in the appropriate surrounding is the only way to deliver reliable insights We're curious to discover what's new and persistent enough to find out "the reason why" - even if the question has to be asked more than once or twice
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We believe in: Depth
"Millions saw the apple fall, but Newton was the one who asked why." (Bernard Mannes Baruch) In reality, not everything actually behaves as it appears to at first glance. Sometimes it's worth questioning what might seem selfevident We take a closer look, don't stop questioning, probe deeper. That's the only way to get the whole picture – and, more importantly, the true picture
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We believe in: Joining Forces
In our projects, we don't only work for our client, we work with him. The client's goals are our goals, the client's problems are our problems The project manager is a dedicated partner who supports the client in every phase of the research process: before, during and, if required, even after the study
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We believe in: Individual Solutions
We don't pick a solution off a shelf full of ready-made answers. Every client has the right to an individual solution geared to his specific questions, brand and budget.
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We would be happy to assist you!
bg research works Donnerstr. 10 / Haus 10 22763 Hamburg - Germany www.researchworks.de
Nicole Beencke Tel.: +49 (0)40 / 41 54 75-75 nicole@researchworks.de
Sebastian Golombek Tel.: +49 (0)40 / 41 54 75-76 sebastian@researchworks.de
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