Naether Marktforschung Research & Consultancy (NMRC) is a 'Full Service' market research agency with a clear and conscious focus on qualitative market research.
Since 1993.
Knowledge of markets, its target groups and appropriate and creative approaches is what makes research valuable and what we consider to be our particular strength. We have gained rich experiences in all kinds of markets and with all kinds of target groups.
Advanced Europeanisation (and globalisation), more complex markets and changing consumer typologies determine how we consider and define our work: as German researchers looking beyond the obvious.
We attach particular importance to individual service, which is why small project teams and continual contact with the same person are key.
Philosophy - Our approach
Every new project is a challenge. No two projects are the same; each has a different background, a different justification and different objectives, which demand an individual and flexible approach.
In an environment subject to constant change, not only is relevant market know-how essential to the success of a survey, but also the correct methodical approach.
Advancing Europeanisation (and globalisation) of markets determines a further focus of our work: international market research - either as coordinator or contractor for the German part of an international survey.
Projects can also be handled completely in English and Italian.
We attach particular importance to individual service and continual contact with the same person as a further element of the philosophy.
In an environment subject to constant change, not only is relevant market know-how essential to the success of a survey, but also the correct methodical approach.
Advancing Europeanisation (and globalisation) of markets determines a further focus of our work: international market research - either as coordinator or contractor for the German part of an international survey.
Projects can also be handled completely in English and Italian.
We attach particular importance to individual service and continual contact with the same person as a further element of the philosophy.
Methodologies
As we concentrate on qualitative research merely my focus is on appropriate methodologies which include ...
- Group discussions
- Creative workshops
- Product clinics
- Mini-groups
- Triads
- 'Paired depth interviews'
(duo interviews) - One-on-One explorations
Study types
After 20 'active' years in qualitative research we have conducted surveys of all kind of types. We have experience and expertise in:
- Advertising tests
- Concept tests, Creative concept development
- Advertising media research
- New product development
- Product tests, copy tests, pack tests
- Design and handling studies
- Image and positioning studies
- Editorial media research
- Trend studies & lifestyle surveys
- Ethno research
- Website evaluations ('usability tests')
- B-to-B: Expert/Opinion leader surveys
Qualitative Online Research
Background
Qualitative market research is a dynamic discipline and in no way tied to any one particular method or range of methods. It develops in sync with social circumstances and frameworks which influence people's relationships with one another, their behaviour and their attitudes.
The Internet, or more accurately, the digital age, has become a fixed component of modern life and deeply engrained in our day-to-day routines. The use of and interaction with all digital hard and software is now taken for granted. It is hardly possible to imagine life without the Internet.
Qualitative market research also uses the Internet. Not only are the technical requirements widely available, but people are familiar with the Internet and using online services.
There is increasing evidence of a virtual reality and identity developing parallel to the real world. Social networking is more than a mere trend.
In a world influenced so much by digital behaviour the importance of personal contact and interaction is higher than ever before. This has several implications on market research: Online research alone is unable to match the depth of a direct and face-to-face dialogue situation, nor does it allow observation of reactions and interactive group processes. And these are of central importance for the analysis and evaluation of human behaviour and motivations which have always stood in the foreground of qualitative market research.
For many research tasks a pure snapshot of opinions is methodically appropriate. However, life today is far more complex and influenced by numerous, partly unpredictable factors.
Currently, the financial crisis is causing people to completely rethink their life plans, change them or scrap them completely and start again. This has huge repercussions on perceptions of the market and motivations for making purchase decisions, in addition to our whole system of personal values.
Our approach:
Overview: The strenghts of online and offline in qualitative market research
When? For what kind of surveys?
International
Experience and expertise
Qualitative market research is a dynamic discipline and in no way tied to any one particular method or range of methods. It develops in sync with social circumstances and frameworks which influence people's relationships with one another, their behaviour and their attitudes.
The Internet, or more accurately, the digital age, has become a fixed component of modern life and deeply engrained in our day-to-day routines. The use of and interaction with all digital hard and software is now taken for granted. It is hardly possible to imagine life without the Internet.
Qualitative market research also uses the Internet. Not only are the technical requirements widely available, but people are familiar with the Internet and using online services.
There is increasing evidence of a virtual reality and identity developing parallel to the real world. Social networking is more than a mere trend.
In a world influenced so much by digital behaviour the importance of personal contact and interaction is higher than ever before. This has several implications on market research: Online research alone is unable to match the depth of a direct and face-to-face dialogue situation, nor does it allow observation of reactions and interactive group processes. And these are of central importance for the analysis and evaluation of human behaviour and motivations which have always stood in the foreground of qualitative market research.
For many research tasks a pure snapshot of opinions is methodically appropriate. However, life today is far more complex and influenced by numerous, partly unpredictable factors.
Currently, the financial crisis is causing people to completely rethink their life plans, change them or scrap them completely and start again. This has huge repercussions on perceptions of the market and motivations for making purchase decisions, in addition to our whole system of personal values.
Our approach:
- ... combination of qualitative online and offline methods.
- These two methodical approaches combined create synergies boosting efficiency and providing 'rich' findings for many research assignments.
- Online qualitative research offers demonstrative possibilities to investigate the respondent's world. Communication can take place online, logbooks can be kept, photos commented on and/or uploaded, stimulus material can be presented and commented on and questions asked at any time. The respondent has time to respond to questions and perform tasks. An online exchange can also be arranged with the moderator at specified times.
- The collected data is available in clear and transparent form at any time, and can be evaluated and presented by category and filtered for individual groups or total.
- Qualitative online market research is an important and 'appropriate' tool, but can only give a complete picture when linked with classic methods of qualitative market research based on personal contact. After all, as with a digital identity, there is always a human behind it.
- Offline methods comprise the whole spectrum of qualitative approaches: Focus groups, depth interviews, workshops, ethnological surveys etc.
Overview: The strenghts of online and offline in qualitative market research
- Combining online and offline offers a higher guarantee of authenticity and participation than pure online surveys (respondent 'commitment').
- No 'hiding' behind a digital identity: putting a face to a name (for a more complete impression).
- The respondent is in a familiar environment.
- Coming together in a group discussion/ face-to-face interview etc. enables information exchange and observation of dynamic processes
- Digital communication is matter of fact. Technology is no barrier. People are accustomed to communicating by email, SMS, blog, forum, social networks (Facebook etc.) or Twitter. Most households have a digital camera; uploading content is no technical obstacle (also, to a less extent, for videos).
- Spontaneous and flexible implementation
When? For what kind of surveys?
- In principle this dual approach is conceivable for many different types of surveys. Call and we can discuss!
International
- High flexibility and spontaneity also allow multi-country implementation.
Experience and expertise
- Since its foundation in 1993 Naether Marktforschung has consciously focused on qualitative market research.
- As early as the mid 1990's we recognised the impact the Internet would have on society and qualitative market research. Numerous articles published in diverse publications, including 'Absatzwirtschaft' and VDI Nachrichten' in addition to papers given at conferences are testimony document our engagement and the relevance we attach to this line of research.
About me - Frank-Thomas Naether
Frank-Thomas Naether is founder and 100% company shareholder. When still at school he acquired initial market research experience from helping out in his father's company. After completing studies in social and economic history in June 1993 he started his own market research and consultancy business, Naether Marktforschung GmbH, based in Hamburg.
BIOGRAPHY OF A QUALITATIVE MARKET RESEARCHER
Now I can look back on almost 30 years in market research. In all honesty, moving into it was no big step: my father had his own successful research business and my mother was deputy manager of market research in a large German publishing house, so contact with the subject matter was inevitable.
Market research from bottom to top: Copying and stapling questionnaires, preparing material for studio tests, the first self-conducted interviews whilst still at school, supervising studio logistics, first evaluation and analysis in quant, soon later moderation and report. Jobbing also in other market research companies whilst at school and university.
During the whole period of studying a less than typical subject for the business category and parallel to my interests in music (bass guitar) I was drawn successively into qualitative market research, gaining valuable experience through more regular moderation of focus groups on all possible subjects.
What fascinated me most was exploration into human behaviour and motivation, and the many dimensions of these coming to light in analysis. Qualitative market research never 'happens' in a static framework. What makes this branch of market research so dynamic and challenging is the requirement for a networked approach, where both psychological and social aspects play a role.
On completing my studies the most interesting perspective for me was to set up my own market research business. That is precisely what I did and 17 years later what remains the professional focus of my life.
Important for my personal development and self-image as a qualitative market researcher was the good fortune I had of dealing with many international clients. This more or less forced me to take a look at Germany as a market from a different perspective. I had to be more critical on the one side, and pay attention to its peculiarity and diversity on the other. Influence and ideas from market researchers specifically from the United Kingdom left a clear impression:
Aside from visiting ESOMAR workshops and conferences, as well as exchanges with colleagues at home and abroad, I have not attended specific training courses. The methods I choose are mostly based on personal experience gained from numerous projects over many years. In my view there is nothing to beat practical experience.
Throughout the years as manager of my own company, also with responsibility for a small staff, part of one's philosophy is certain to rub off. But it has never been forced. Like in many other areas of life, the most important thing is a passion for the job. Following this comes the development of a feeling for markets (obviously necessitating awareness and continual observation) and here a conscious emphasis on markets (in plural), since behavioural patterns always reflect the interaction of very diverse factors. Openness to new (methodical) ideas and influences is the next important facet.
Last, but not least, it's all about finding that one path, the right path, that takes you forward.
BIOGRAPHY OF A QUALITATIVE MARKET RESEARCHER
Now I can look back on almost 30 years in market research. In all honesty, moving into it was no big step: my father had his own successful research business and my mother was deputy manager of market research in a large German publishing house, so contact with the subject matter was inevitable.
Market research from bottom to top: Copying and stapling questionnaires, preparing material for studio tests, the first self-conducted interviews whilst still at school, supervising studio logistics, first evaluation and analysis in quant, soon later moderation and report. Jobbing also in other market research companies whilst at school and university.
During the whole period of studying a less than typical subject for the business category and parallel to my interests in music (bass guitar) I was drawn successively into qualitative market research, gaining valuable experience through more regular moderation of focus groups on all possible subjects.
What fascinated me most was exploration into human behaviour and motivation, and the many dimensions of these coming to light in analysis. Qualitative market research never 'happens' in a static framework. What makes this branch of market research so dynamic and challenging is the requirement for a networked approach, where both psychological and social aspects play a role.
On completing my studies the most interesting perspective for me was to set up my own market research business. That is precisely what I did and 17 years later what remains the professional focus of my life.
Important for my personal development and self-image as a qualitative market researcher was the good fortune I had of dealing with many international clients. This more or less forced me to take a look at Germany as a market from a different perspective. I had to be more critical on the one side, and pay attention to its peculiarity and diversity on the other. Influence and ideas from market researchers specifically from the United Kingdom left a clear impression:
- openness to new and unusual methods and approaches
- higher regard for qualitative methods in general, without losing sight of the limits to this discipline
- correct weighting given to qualitative research in the overall context
Aside from visiting ESOMAR workshops and conferences, as well as exchanges with colleagues at home and abroad, I have not attended specific training courses. The methods I choose are mostly based on personal experience gained from numerous projects over many years. In my view there is nothing to beat practical experience.
Throughout the years as manager of my own company, also with responsibility for a small staff, part of one's philosophy is certain to rub off. But it has never been forced. Like in many other areas of life, the most important thing is a passion for the job. Following this comes the development of a feeling for markets (obviously necessitating awareness and continual observation) and here a conscious emphasis on markets (in plural), since behavioural patterns always reflect the interaction of very diverse factors. Openness to new (methodical) ideas and influences is the next important facet.
Last, but not least, it's all about finding that one path, the right path, that takes you forward.