Frequently Asked Questions

WMM is a market research agency based in Hamburg, Germany, specializing in qualitative market research with an international focus.

WMM was founded in 2004 and has since developed from a pure recruitment agency into a full-service institute.

The focus is on qualitative market research such as in-depth interviews, group discussions, ethnographic studies, and online communities.

WMM works across all industries, typically with companies in the consumer goods, services, retail, technology, health, and mobility sectors.

WMM carries out projects in Germany and worldwide, drawing on an established network of partners and recruitment channels.

WMM offers full-service solutions ranging from study design, recruitment, and field management to moderation, analysis, and presentation of results.

The portfolio includes in-depth interviews, focus groups, ethnographic research, in-home visits, shop-alongs, online communities, diary studies, and UX tests.

Yes, if required, WMM can take on the recruitment of suitable participants for your qualitative studies.

Yes, WMM develops or refines guides, screening questionnaires, and study designs in collaboration with you.

WMM provides experienced moderators and delivers structured results reports with clear recommendations for action.

WMM works with precise screeners, proven recruitment channels, and multi-stage pre-qualification to attract truly suitable individuals.

Consumers (B2C), professionals and executives, specialists, healthcare professionals, and other B2B target groups are recruited.

Quality is ensured through clear quota plans, plausibility checks, telephone validation, trap questions, and consistent no-show management. Another critical, often underestimated factor is the precise formulation of screening questions: terms like "expensive" or "frequently" are understood differently by every person and lead to skewed samples if left undefined. We consistently replace such terms with measurable criteria.

Yes, niche target groups and low-incidence samples are also reached via specialized panels, networks, and individual approaches.

WMM plans reserve samples, actively reminds participants, and follows up on cancellations at short notice to secure field times and appointments.

Ethnographic research observes people in their natural context in order to reveal real routines, pain points, and decision-making processes.

Typical formats include in-home visits, contextual interviews, shop-alongs, diary studies, and photo and video documentation.

It is particularly suitable for product and service innovation, UX and CX optimization, and identifying unspoken needs.

Together, we define the objectives and target group, recruit participants, plan field phases, and then analyze and consolidate the observations.

Yes, certain ethnographic formats can be conducted via video call or digital diary apps if the circumstances require it.

It usually starts with a brief briefing to clarify the objectives, target groups, timing, and budget.

Relevant information includes the research objective, target markets, target group description, method, sample size, timing, and desired deliverables.

Based on your briefing, WMM develops a proposal for the method, sample, recruitment, and process, which is then fine-tuned together.

Coordination takes place via designated contact persons, regular status updates, and transparent field reports.

Yes, live observation in the studio, remote streaming, or real-time recordings are possible for many formats.

Yes, WMM recruits and surveys decision-makers, users, and specialists in various B2B segments.

B2B recruitment requires a more precise definition of the target group, specific screening questions, and often individual channels of communication.

Yes, WMM recruits suitable users, organizes test environments, and provides support with moderation and observation.

Yes, WMM implements multi-country studies and coordinates recruitment and fieldwork across national borders.

Depending on the method, smaller samples per target group are usually useful in order to go into depth (e.g., few groups or interviews per segment).

WMM works in accordance with the provisions of the GDPR and the industry standards of German market and social research (ESOMAR and BVM).

Relevant principles include the codes of conduct of the German market and social research associations and professional ethics guidelines (BVM and ESOMAR).

Personal data is stored separately from study results, and reports do not contain any identifying information.

Quality is ensured through clean study design, careful recruitment, trained moderators, and methodologically sound evaluation.

Participants are informed in advance, give their consent for participation and recording, and data is stored securely in accordance with the guidelines.

Yes, deliberately where it offers genuine value — such as transcription, translation, and first-pass thematic coding of large volumes of data. Interpreting the results remains with our experienced researchers in every project.

At WMM, only experienced humans moderate. Hesitation, tone of voice, body language, and group dynamics emerge in genuine conversation — this cannot be replaced by AI, and we deliberately do not use it there.

We use exclusively GDPR-compliant tools that process data on EU servers. Clients and participants are informed transparently whenever and however AI is used in their project.

AI helps us pre-qualify large numbers of applicants. But as a matter of principle, our recruiters speak with every person individually. That is the only way, we can pick up the nuances an automated system would miss. This approach safeguards our high quality standard.

Wherever interpretation, empathy, and human judgement are required: in analysing the meaning behind data, in sensitive recruitment conversations, and in moderation itself. For us, AI is a tool — not a substitute for the core competence of qualitative research.

Yes. For certain services — such as translation — we offer both high-quality traditional options and cost-efficient, AI-assisted alternatives. We advise transparently on which option makes sense for your project and budget.

Yes. We communicate the use of AI very clearly and transparently as a rule. Whenever AI is used in a project, we point this out — including in the quote. For services where different variants are possible, we offer options: for example, AI transcription as a cost-efficient alternative to manual transcription. You decide which variant suits your project.

WMM has access to a network of test studios, usability labs, and other facilities in Germany and abroad.

Yes, many qualitative formats can be implemented via video conferencing, online communities, or digital diary platforms.

We use common video conferencing solutions, streaming technology, online community platforms, and secure data transfer solutions.

Yes, WMM takes care of organizing incentives and handling expense allowances for participants.

For international projects, interpreting services and translations of materials can be provided or coordinated.

As a rule, a quote is prepared promptly after receipt of a clear briefing, often within 24–48 hours.

Costs depend on factors such as the method, recruitment effort, number of interviews or groups, countries, field time, and desired services. For certain services — such as translation — we offer both classic, high-quality options and cost-efficient, AI-assisted alternatives, and advise transparently on which is right for your project.

We typically provide transparent, modular quotes that clearly itemize recruitment, fieldwork, moderation, and analysis.

The duration varies greatly; many qualitative projects take a few weeks from briefing to presentation of results.

If the target group and setup allow it, short-term projects are also possible; this is reviewed and decided on a case-by-case basis.

You can reach WMM by email (info@wmm.de), phone (+49 40 226 227 630), or via the contact form on the website.

International clients should contact the central WMM team in Hamburg, which coordinates international field partners (info@wmm.de).

Contact WMM with your question; during the conversation, we will work together to refine your objectives, suitable methods, and next steps.

Yes, WMM can prepare results in presentable formats, e.g., as management summaries, personas, or customer journeys.

WMM is particularly suitable if you want to gain a deep understanding of target groups, decision-making processes, and usage contexts in order to further develop products, services, and communication in a targeted manner. But also as a field service provider, if you only need to recruit test participants, WMM — with 22 years of experience — is the ideal partner.