• A picture is worth a thousand words and the trained eye of the qualitative researcher clearly sees more than anyone can ask in a single question. Whether it’s in-home or workplace ethnographic field research or the systematic netnographic observation of unasked opinions in the internet, MR&S focuses on your target!


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  • Even in the age of social media, classic qualitative interview-methods are held dear. More than ever , today it is an essential part of research especially with sensitive target groups like the ill, their loved ones, caregivers, managers and opinion leaders. We, as bilingual MR&S moderators bring not only our professional competence but also empathy and assertiveness to the interview regardless of location; a facility, at respondent’s home or place of work, on the phone or online.


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  • True innovation is the ”icing on the cake” of product development – and above everything else, hard work. MR&S supports the creative process of product development by utilizing a tailored study design that involves the future product user or consumer very early in the process. Depending on the business objective or stage of development we conduct on-site workshops where we bring both product engineers and future customers to the same table (MR&S Tool I.D.E.A.L.) or we build a temporary online community (Co-Creation with the MR&S Tool F.A.C.T.) to gather initial thoughts and ideas for discussion and further development.


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  • Research 2.0 demands the full set of our analytical skills because we don’t want to drown in Big Data or reach false conclusions – we want to rely on solid, reproducible data and results. The classic methodologies of qualitative research call for utmost analytic competence and a clear mind. At MR&S, we know you’re not doing research just for fun – although it feels like that most of the time you’re in field with us.


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  • Our reports always tell the whole story. They are self-explaining and during the life-cycle of a product are very helpful for bringing new team members up to speed. Above that, we feel that lively and visually powerful presentations are of extreme value for our clients and we pride ourselves by providing a package of clear and plausible recommendations you can act upon immediately.

    P.S. And even after presenting the results we keep watching your product when people discuss it on Facebook etc. and hopefully like it!


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  • Evaluation is more than a simple rating and needs to be incorporated into the context of the respondents’ own life. That usually doesn’t happen at the push of a button at 8pm in a focus group. The homework assignments and project specific diaries our respondents complete have proven to be a rich source of true-to-life engagement with the research objective prior to their interview session at the facility.
    Using the Temporary Online-Community (F.A.C.T.) developed by MR&S provides you with the opportunity to test your product or your idea over a longer period of time and let the future user help you to make improvements.


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  • To listen is an essential virtue for any qualitative researcher. In the age of social media it is even more important because with netnography we need all of our skills and experience to differentiate “the buzz” from real opinions relevant to our client. During the classic in-depth-interview or while conducting a focus group we need to also hear what is been said “between the lines.”


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  • The need for in-depth understanding is what triggers qualitative research and makes our profession so unique. It’s the one and only job where being curious is not only rewarded but also pays your bills
    But seriously: qualitative research over and over again demands “artificial greenness” to meet every research objective with an impartiality and an open mind. We need to explore deeper and deeper and never stop probing because you don’t want to settle for single-edged and superficial responses. And you shouldn’t!


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  • Our interdisciplinary team is your powerful partner for an efficient study design tailored to your business objective.
    We are convinced, that the development and improvement of your product or service benefits from a consecutive approach. When doing large studies with multiple target groups, especially in multiple countries, an intelligent mix of methodologies in fieldwork and analysis is simply the best approach. Call it hybrid research or 360° method, we simply call it being focused on your project goal.


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