Schmiedl Marktforschung, Schlesinger Group’s, leading data collection and research services provider in Germany, has introduced ‘The Apartment’ to its portfolio of research spaces in Germany. The Apartment at Viktoria-Luise-Platz in Berlin is a fully-furnished research home for testing and interacting with brands and products in a relaxed, comfortable environment, just like a respondent’s home.

The Apartment accommodates various fields of domestic life including cooking, dining, housekeeping, media usage, relaxation, personal care, and family life. The intimate and natural environment is also particularly suitable for physician interviews, patient interviews, children’s research, and sensitive topics.

Viewing rooms and discreet cameras allow for observation and recording of respondent activity in-context and also for observation and recording of any subsequent depth interviews while at The Apartment. All research is observable live by stakeholders around the world via FocusVision from which recordings of activity and daily habits can generate rich video insights during reporting.

Commenting on the news, Stephan Lange, MD, Schmiedl Marktforschung, said, “We are delighted to offer The Apartment as an alternative, in-context research space. The real-life, yet controlled environment allows respondents to engage with brands within their own natural social units - participating both in the moment and through self-report.”