Feature article· WMM Fachbeitrag
AI does not automatically scale insight
Why data quality, participant motivation and methodological depth matter more than the sheer volume of AI-generated insights.
Read article →Insights
Press & WMM Insights
Our own blog articles, thought pieces and selected press mentions on qualitative market research.
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Feature article
AI in Qualitative Research: A Tool, Not a Miracle
The industry is debating whether artificial intelligence will revolutionise qualitative market research. The honest answer is more uncomfortable — and more useful.
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Why the Right Respondents Are the Foundation of Every Research Project
The quality of your market research findings is determined long before the first question is asked — at the moment of recruitment.
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Qualitative Market Research 101: A Compact Guide in 12 Chapters
From methods and recruitment to international studies and fieldwork — a practical overview of the most common questions in qualitative market research.
Read article →Press· BVM.org
Thorsten Weber named one of the “Faces of Market Research 2025”
The BVM – Berufsverband Deutscher Markt- und Sozialforscher e.V. recognises Thorsten Weber in the 2025 Market Research Yearbook as one of the industry’s leading figures.
Read coverage →Press· FOCUS Unternehmen
Respondent recruitment: quality as the foundation
FOCUS Unternehmen highlights how WMM recruits and verifies respondents for market research studies with precision.
Read coverage →Press· FOCUS Unternehmen
Qualitative market research: depth over surface
FOCUS Unternehmen features WMM as a specialist for qualitative market research focused on robust insights.
Read coverage →Press· FOCUS Unternehmen
Consumer Insights: How WMM truly understands consumers
FOCUS Unternehmen profiles WMM and the methodological approach behind genuine consumer insights.
Read coverage →Press· neue netzwirtschaft
Interview with Thorsten Weber (WMM – Weber Marketing- & Marktforschung)
Thorsten Weber talks to netzwirtschaft.net about insights from qualitative market research and the passion behind the profession.
Read coverage →Press· openPR
Cosy and casual: WMM asked how Germany celebrates Christmas
Results from a WMM online survey on Christmas traditions, gifts and family rituals in Germany.
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