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  1. 1. bg research works - a qualitative market research agency in Germany Introducing ourselves bg research works I donnerstr. 10 22763 hamburg – germany I tel.: +49 (0)40/41 54 75-76 I I [email_address]
  2. 2. What we do <ul><li>bg research works is a full-service market research agency </li></ul><ul><ul><li>We are based in Hamburg (Germany's second biggest city) but work nationwide </li></ul></ul><ul><ul><li>We are small in size yet high in performance </li></ul></ul><ul><li>We take care of your project in Germany </li></ul><ul><ul><li>Translation of materials into German </li></ul></ul><ul><ul><li>Recruitment of and incentives for participants </li></ul></ul><ul><ul><li>Rental of facilities </li></ul></ul><ul><ul><li>Moderation </li></ul></ul><ul><ul><li>Simultaneous translation </li></ul></ul><ul><ul><li>Analysis and preparation of a report in English </li></ul></ul><ul><ul><li>We, of course, also work as freelancing moderators, if full-service should not be required </li></ul></ul><ul><li>We deliver the flexibility you need </li></ul><ul><ul><li>High availability </li></ul></ul><ul><ul><li>Fast turn-around </li></ul></ul>
  3. 3. Specialists for the German market for non-German clients (1/3) <ul><li>We obviously know Germany and the Germans, but far more important: </li></ul><ul><ul><li>We are aware of differences and particularities compared to other markets </li></ul></ul><ul><ul><li>We know what to look for and how to explain it to a non-German audience </li></ul></ul><ul><li>We consider cultural particularities throughout all phases of the project and discuss these with you when appropriate </li></ul><ul><ul><li>During the phase of developing the study design and fixing the recruitment criteria, we recommend amendments where necessary. For example: </li></ul></ul><ul><ul><ul><li>Education in Germany takes considerably longer than in most other countries. Thus young professionals under 25 years of age with a university degree still represent a rare species </li></ul></ul></ul><ul><ul><ul><li>When Germans say &quot;credit card&quot; 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 </li></ul></ul></ul><ul><ul><li>In the analysis, we point out cultural particularities to help you to clearly understand the market </li></ul></ul>
  4. 4. Specialists for the German market for non-German clients (2/3) <ul><li>Some examples of German particularities: </li></ul><ul><li>For Germans, spotting the negative is much easier than being enthusiastic about an idea </li></ul><ul><ul><li>Our behaviour mostly derives from the demand to be perfectionists, combined with a rather sceptical outlook on things in general </li></ul></ul><ul><ul><li>German focus group participants approach things they like by telling you what is not bad too about it: &quot;What I like about it is that it does not look so cheap&quot; (Translation: It looks high-quality) </li></ul></ul><ul><li>Communication: Comparisons with competitor brands often trigger negative emotions – it is usually perceived as bragging about competitors rather than to positively differentiate </li></ul><ul><ul><li>Comparative advertising was not allowed until 2000 </li></ul></ul><ul><ul><li>But even after the law has been changed, comparative ads are definitely not as common as in other countries </li></ul></ul>
  5. 5. Specialists for the German market for non-German clients (3/3) <ul><li>Language: Most Germans have at least basic knowledge of the English language and we are all accustomed to English terms in everyday life. </li></ul><ul><ul><li>Nevertheless, even simple English product names or phrases constantly provoke the same reaction: &quot;We are in Germany, why can't we have German names?&quot; </li></ul></ul><ul><ul><li>And having only basic knowledge often leads to misunderstandings. E.g. a big perfumery chain had the following slogan &quot;Come in and find out&quot; which was interpreted as &quot;Come into our store in order to find your way out again&quot; </li></ul></ul><ul><li>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 &quot;serioes&quot; in German and combines the attributes respectable / reputable, serious and decent </li></ul>
  6. 6. Reasons why to choose us <ul><li>Our long-term experience as a local supplier in international projects </li></ul><ul><ul><li>We have been working with and for coordinating agencies for many years and know how to make your life as easy as possible </li></ul></ul><ul><li>Our flexibility </li></ul><ul><ul><li>Projects often require quick turn-around and last-minute changes. We make it possible without loss of quality </li></ul></ul><ul><li>The team </li></ul><ul><ul><li>Small, highly skilled, and very experienced in qualitative research </li></ul></ul><ul><ul><li>We cover a wide range of different industries </li></ul></ul><ul><ul><li>We founded the company because we are passionate about what we do </li></ul></ul><ul><li>The quality approach </li></ul><ul><ul><li>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 re-narration of what respondents have said </li></ul></ul><ul><li>Last but not least: our English language skills </li></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>With our comprehensive English skills, language barriers will never be a matter of concern </li></ul></ul>
  7. 7. Who we are <ul><li>N icole B eencke, sociology graduate </li></ul><ul><ul><li>More than 13 years of market research experience </li></ul></ul><ul><ul><li>In-depth knowledge of various industries, especially: </li></ul></ul><ul><ul><ul><li>Automotive </li></ul></ul></ul><ul><ul><ul><li>FMCG (with particular expertise in body care and food) </li></ul></ul></ul><ul><ul><ul><li>Finance </li></ul></ul></ul><ul><ul><ul><li>Fashion </li></ul></ul></ul><ul><ul><ul><li>Sports </li></ul></ul></ul><ul><ul><li>Perfect English skills </li></ul></ul><ul><li>S ebastian G olombek, business management graduate </li></ul><ul><ul><li>More than 10 years of market research experience </li></ul></ul><ul><ul><li>In-depth knowledge of various industries, especially: </li></ul></ul><ul><ul><ul><li>Entertainment, especially videogame hard- and software </li></ul></ul></ul><ul><ul><ul><li>IT / software-products and telecommunications </li></ul></ul></ul><ul><ul><ul><li>Sports </li></ul></ul></ul><ul><ul><ul><li>Finance </li></ul></ul></ul><ul><ul><ul><li>Automotive </li></ul></ul></ul><ul><ul><li>Perfect English skills, U.S. High school graduate </li></ul></ul>
  8. 8. Methodologies <ul><li>We offer the full range of qualitative methods </li></ul><ul><ul><li>Focus groups / mini groups </li></ul></ul><ul><ul><li>Triads </li></ul></ul><ul><ul><li>In-depths </li></ul></ul><ul><ul><li>Paired-Depths </li></ul></ul><ul><ul><li>Creative workshops </li></ul></ul><ul><ul><li>Sequential recycling </li></ul></ul><ul><ul><li>Ethnographics </li></ul></ul><ul><ul><li>Bulletin boards </li></ul></ul><ul><ul><li>Chat </li></ul></ul><ul><ul><li>Phone-to-Web </li></ul></ul><ul><ul><li>Blogs / Internet diary </li></ul></ul>
  9. 9. Our experience with young target groups <ul><li>Kids are great respondents when given the right amount of space </li></ul><ul><ul><li>They spontaneously tell the truth and are very open-minded </li></ul></ul><ul><ul><li>But they think and forget faster than older respondents. We take that into account when working with them </li></ul></ul><ul><ul><ul><li>&quot;Oh I know. It is … no I forgot&quot;, &quot;Yes, now I know again&quot; </li></ul></ul></ul><ul><ul><li>The younger they are, the less vocabulary they have to express themselves. We take different approaches to get to the point without pushing them </li></ul></ul><ul><ul><ul><li>Behind the &quot;I just like it, I don't know why&quot; is so much more </li></ul></ul></ul><ul><ul><ul><li>We take a close look at gestures and facial expressions </li></ul></ul></ul><ul><li>Female teenagers are young girls and grown women at the same time </li></ul><ul><ul><li>They are ambivalent about themselves being the girl but yet want to be a women </li></ul></ul><ul><ul><li>And also the development strongly varies amongst the same age group; whilst one 12 year-old behaves and looks like a child, a different one looks and behaves like a 16 year-old </li></ul></ul><ul><li>Male teenagers are not &quot;too cool&quot; to answer. They are shy! </li></ul><ul><ul><li>We know how to work with them to break the thick layers of ice and create a comforting atmosphere </li></ul></ul><ul><ul><li>Male teenagers can express their emotions, and they do when asked the right question, with the right tone, at the right time </li></ul></ul>
  10. 10. We would be happy to assist you! <ul><li>bg research works </li></ul><ul><li>donnerstr. 10 / haus 10 </li></ul><ul><li>22763 hamburg - germany </li></ul><ul><li> </li></ul><ul><li>nicole b eencke </li></ul><ul><li>Tel.: +49 (0)40 / 41 54 75-75 </li></ul><ul><li>[email_address] </li></ul>sebastian g olombek Tel.: +49 (0)40 / 41 54 75-76 [email_address]