Arena Analysis

When using Arena Analyse, the environment of companies and institutions is scanned from a political, social, economic and technological perspective. It is used to identify those topics that are already being discussed in the various political and social disciplines, they do not, however, play a visible role on the political agenda or in media news coverage. This innovative risk analysis method brings to light those topics that are still in the phase “potential” and may be about to receive broader  media attention (phase “emerging”).

 Desk research (secondary market research)

A survey is not always required. A market analysis can be also be generated through professional research work. In this case we know where to look and how to evaluate the data. Desk research is carried out before a market entry for instance, in order to collect initial economic key figures.

Expert interviews

 We interview TOP level experts (executive board, management, science etc.) that are relevant for your area of business and activity. For you this means that we research the main stakeholders for your company or organisation and use skilled interview methods to provide you with suggestions and insights and are usually very difficult to obtain. This ensures that you will know what the defining topics of the future are before your competitors do and that you will have your finger on the pulse!

Focus groups (group discussions)

The advantage of focus groups is that the discussions can bring to light motivations, attitudes and values that a traditional survey would not be able to produce.

A focus group discussion takes around 90 minutes and usually has ten to twelve participants that we put together depending on desired target group. The discussions are video recorded, which allows them to be properly evaluated and analysed, repeatedly if necessary.

The focus group discussions can take place at the premises of Peter Hajek or elsewhere according to your wishes. Our mobile focus group studio (video camera plus two wireless stations for transmission to an adjoining room) makes us very flexible when it comes to location.


Media analyses

 Together agency Media Affairs, we developed the Kommunikation.Radar, the first system to bring together two important analysis tools. We use media analysis techniques to identify the intensity and quality of the coverage of topics, organisations and individuals. In parallel we carry out opinion research to test whether the published opinion reaches the relevant target groups as intended. We show you where there are discrepancies between published and public opinion, which topics the public is concerned about and which meta topics constitute the underlying framework.

Mystery shopping/mystery calling

Mystery shopping, as the name suggests, means anonymous shopping by a tester to evaluate the conduct of sales staff, range of offers or pricing policy in practice. A classic setting for mystery shoppers is testing the quality of the sales pitch when buying a car.

Web 2.0/online surveys (CAWI)

Internet surveys are very target-oriented and easy to handle by the interviewees. Online surveys therefore particularly make sense when questioning specific target groups such as customers, members and employees and they are advantageous because they are quick and because multimedia content can be integrated, for instance for advertising tests and when testing websites.

Over and above classic online surveys, we offer the following services using Web 2.0:

  • Quantitative and qualitative surveys in social networks and forums
  • Online focus group discussions, where participants discuss topics on an online forum
  • Testing advertising topics and commercials in social networks and forums
  • Product and design tests in social networks and forums
Face-to-face interviews (CAPI)

The face-to-face method is used for long interviews or specific topics. During a face-to-face interview, the interviewees will for instance be shown advertising objects, and as part of an computer-assisted personal interview (CAPI) multimedia content may also be presented. Target groups may include the overall population all the way to specific interview groups.

Real-time response

The real-time response technique is the best way to filter out the most effective message, the most catchy claims and the best imagery. Using a special remote control, the interviewees can indicate their agreement or disagreement with each individual sequence of a commercial  - for instance as part of a focus group. This method is mostly used in television advertising for analysing public performances of politicians.

Peter Hajek and ATV now also use the teal-time response technique for election campaign coverage on TV. In the programme “ATV Meine Wahl – Der Präsident” on 18 April, 30 nonvoters criticised Federal President live on TV.

Written surveys

Written surveys make particular sense if anonymity is important, for instance by using a return envelop without sender address. This is how we gathered data about political mandataries in the past for instance. These surveys are also used for target groups who can only be reached this way, for example hospital patients.

Telephone surveys (CATI)

In recent years, telephone surveys have become the most popular interview method for reaching the right target group quickly and in a target-oriented way. The surveys are carried out using computer-assisted telephone interviewing (CATI). They also ensure the highest quality standards.

Strategy workshops

Part of our consulting services are strategy workshops specifically tailored to the needs of our customers. During the workshops, we use moderation and intervention techniques to reflect upon existing assumptions (positioning, goals etc.) and identify the main opportunities and risks for companies and organisations.

  • Which target groups should be addressed in the future using which topics and messages?
  • How can a certain profile be presented to the world at large?

In short: This is about communication and external presentation strategy and specific measures and tools to implement it.