What we do

Project examples

observe … 

“Looking closer and directing the view to the unspoken. That is one of the skills of qualitative market researchers, which our moderators have learned from scratch.“

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!

The Busi­ness Ob­jec­tive

Our client from the phar­ma­ceu­ti­cal in­dus­try at­tempts to ad­dress po­ten­tial clients by ex­pand­ing their com­mu­ni­ca­tions be­yond spe­cial­ists … and now in­clude GPs and PCPs. The ob­jec­tive of the re­search was to un­der­stand the en­vi­ron­ment and the needs of a gen­er­al prac­tice in or­der to pre­pare their sales reps for the new com­mu­ni­ca­tion line.

Re­li­able & Ded­i­cat­ed

Pe­tra Kem­merzell: “The ethno­graph­ic prac­tice ob­ser­va­tion in both ma­jor cities and ru­ral ar­eas was the core el­e­ment of our mul­ti-stage study de­sign. I spent a full day next to the re­cep­tion desk of each prac­tice and re­ceived valu­able in­sights in­to the ac­tiv­i­ties and or­ga­ni­za­tion­al struc­ture of an av­er­age Ger­man GP of­fice. Would you have guessed that one physi­cian signs his name about 500 times a day and places at least 5-10 pa­tient phone calls? This is on top of the av­er­age 60 pa­tients he sees in per­son! Me nei­ther. Dur­ing breaks and af­ter hours, we per­son­al­ly in­ter­viewed the physi­cians and  staff to add depth to our ob­ser­va­tions.”

Inspiring

This study was so suc­cess­ful that it be­came the foun­da­tion of the clients new com­mu­ni­ca­tion ma­te­ri­als to physi­cians. The re­sults were im­me­di­ate and ac­tion­able and re­sult­ed in MR&S be­ing award­ed a cov­et­ed valu­able sup­pli­er award and has in­spired and mo­ti­vat­ed us for our next pro­jects.