Kramer Marktforschung

Fieldwork is the part of market research that this German company handles for other researchers: finding the right people, asking the questions and delivering the data. It describes itself as an independent field service provider for qualitative and quantitative market research and says it has about forty years of field experience in nearly every industry. Its work is certified to the international standard for market research, ISO 20252.

Qualitative and quantitative studies

For qualitative research, it uses established methods and professional interviewers to get answers with real depth from small samples. For quantitative studies, it relies on its recruitment experience to find large numbers of people from a target group. Together, it says, these give a client a complete view of trends, competitors and customer potential, and the company will help pick the research method that suits the aim.

The methods it offers

The company lists the usual methods of modern research as available from one source:

• Face-to-face interviews, held in person with the target group on many different subjects.
• Point of sale surveys, where interviewers observe and ask about concrete customer and visitor behaviour.
• Mystery shopping, using undercover researchers to gain new insights.
• Telephone surveys for efficient data collection.
• Test studios, as fixed locations and as a mobile unit.
• Online surveys.
• Recruitment of participants.

It says it can run all relevant survey methods for any target group in any country.

How it protects quality

The quality of results, it explains, rests on its interviewers, mystery shoppers, moderators and explorers, who are prepared for each task through a three-stage training system. Its stated difference from other providers is a broad know-how across methods.

Taking part

Visitors to the site can apply to become an interviewer or to join as a test person, and the company lists open positions in business development. Its offices are in Düsseldorf and Münster.

Kramer Marktforschung, written Krämer on its own site, is an independent field service company in Germany that collects data for market research studies. It runs interviews, panels and tests in almost every sector and can reach target groups in many countries.

What Kramer Marktforschung offers

• Face-to-face interviews: personal questioning of a chosen target group on a wide range of topics.
• Telephone surveys: CATI interviewing from its own stations for fast, wide-coverage studies.
• Point-of-sale research: interviews in shops and venues to record how customers and visitors behave.
• Mystery shopping: trained shoppers who observe or test services and product placement at chosen sites.
• Test studios and online surveys: studio sessions, product tests and web-based questionnaires.
• Recruitment: finding respondents, including hard-to-reach business audiences, for qualitative and quantitative studies.

Customers and markets

Research agencies and companies commissioning studies. Client comments on the site mention national and international CATI projects, B2B recruitment and interviews with high-net-worth individuals for a private banking report.

Key facts

• Based in: Germany, with a site in Münster
• Experience: 40 years of fieldwork
• Certification: ISO 20252
• Training: interviewers, mystery shoppers and moderators pass a three-stage training system