SCHAEFER market research - Research Tools

SCHAEFER research panel

serves as the agency's basis for collecting data when carrying out a multitude of market research projects, in particular in the field of concept and product research.

The SCHAEFER research

panel comprises:

approx. 45,000 households with
approx. 110,000 individuals, of whom
approx. 31,000 are available online.

(As per 01.06.2007)

The panel has been built up systematically since 1972, based on demographic quota and keeping in mind the specific needs of our clients (regional distribution, age groups, occupations, children in household, recruitment of special target groups) - initially with the help of interviewers and later using a broad mix of active and passive recruitment methods.

The key target group information needed for drawing samples for specific surveys is stored in the panel database:

Product and brand usage in all areas that are of interest to our clients:
- body care and cosmetics
- foods and semi-luxury articles
- OTC products + health issues
- cleaning agents and detergents
- media and services
Usage and shopping habits
Usage frequencies
Hair and skin status, sensitivity of skin
Standard demographic data

All in all, the usage habits for over 2500 brands and types from 24 product areas have been recorded. In addition 1088 additional data are stored. The data are up-dated annually.
The surveys within the research

panel are carried out by mail or online.

Advantages of the SCHAEFER research panel:

„ad hoc“ availability of any target group desired - with no bad contacts - as soon as data are available
Existing data permit rapid screenings for special target groups
High nationwide distribution
Accuracy of sampling through computer-aided selection of randomised matched samples
High response rate: 70 - 80%
Qualified supervision of panel members by an experienced panel management team

Advantages of online surveys:

Rapid screening of specialised target groups - leading directly into main interview if respondents qualify
Continuous monitoring of fieldwork and quotas
Control of order in which questions are answered, filters and rotations, use of open-ended questions
Possibility of using multimedia technologies
Low demands on respondents in terms of time taken: they can decide for themselves when to respond; no sending paper to and from
Advantage in terms of cost despite necessary and appropriate incentivisation
Rapid availability of data
Optimum comparability of results in international surveys.

SCHAEFER central location approach

is employed in all research projects that cannot be carried out using the research

panel, e.g. when

the structure of the test calls for a complicated set-up (sales shelf, video presentation),
products are unsuitable for mailing (frozen foods, fresh foods) or are only available in limited amounts (technical products, dummies, perfume samples)
it is essential to monitor the course of the test closely (sensory tests).

Research products in central locations have been carried out for many years in close collaboration with the field service specialists at Dose.Hagel.Marktforschung. Our jointly trained teams work in Hamburg and selected studios in Southern, Western and Eastern Germany. On an international level, we cooperate with carefully screened and experienced research agencies and field service providers, our own CLT facility in France is based in Dijon (see 'contact'). Strict quality controls are in place.

The interviews take place

face-to-face
using paper + pencil
or in the form of CAPI interviews
- Web-based using specially developed online software
- centrally controlled and hosted by the agency (also for international projects)