Methods
Classic and innovative
Vogelmilch offers a wide range of classic and innovative research methods.
One-on-one interviews
Psychological In-Depth Interviews
- For in-depth exploration of unconscious motives as well
- Duration between 45-120 minutes
face to face or online
Morphological In-Depth Interviews
- Exploration of tensions that reveal unconscious motives
- Analysis according to special methodology of morphological psychology
- Duration between 90-120 minutes
face to face or online
Expert Interviews
- Focused on the expertise of individual persons, e.g. B2B decision-makers or opinion leaders
- Duration between 30-60 minutes
face to face or online
Friendship Interviews
- Ideal for children who are significantly more open together with a person they trust
- Duration between 30-90 minutes
mostly face to face
Employee Surveys
- To explore employees’ experience of company matters
- Duration between 45-120 minutes
face to face or online
Group Surveys
Focus Groups / Group Discussions
- Ideal for group dynamics, diversity of opinions and spontaneous reactions
- Duration between 60-270 minutes
- 6 to 10 participants
face to face or online
Consumer Workshops
- Enables creative sections in which participants develop something themselves (e.g. collage creation / design development)
- Duration between 120-270 minutes
- 6 to 8 participants
face to face or online
Mini-Groups / Triads
- Ideal when more intensive individual contributions are desired, but group dynamics are still wanted
- Duration between 60-240 minutes
- 3 to 5 participants
face to face or online
Observational methods
Ethnographic Research / Observation
- Observation of behavior in natural context (e.g. while shopping, at home), often combined with accompanying interviews
Mystery Shopping
- Covert observation of service or sales processes
Home Visits / Usage & Attitude
- Visits to consumers’ homes to understand product usage in everyday life, often combined with accompanying interviews
Diary Studies
- Participants document their behavior, thoughts or product usage over a period of time
- The results can also be prepared and then explored in interviews / group discussions
Customer Journey Mapping
- Capturing experiences and emotions along the purchasing process
Digital approaches
Online Communities / Insight Communities
- Long-term, moderated online platforms where participants provide feedback, discuss and complete tasks over weeks
digital
Mobile Ethnography
- Participants document their everyday life or product experiences in real time using smartphones (photos, videos, voice messages)
digital
Our Approach
Classic and innovative at the same time.
We offer proven, qualitative-psychological methods and digital approaches for maximum depth and efficiency.