User Research in Germany

Key Points about the German Market

Languages research can be conducted in:

German and English (not recommended in most cases, though).

Challenges for recruitment of research participants:

During school holidays recruitment doesn’t get more difficult, some people have even better availability. Recruits can become more difficult when important events are taking place or the weather is nice outside.

Cultural pitfalls and solutions, how to’s, typical response behaviour:

German research participants are rather straight forward and won’t hold back their opinions. They might tend to rationalize their answers, so it can be advisable applying emotional ice-breaker techniques.

Any other information that a foreign researcher might find useful

The German audience is quite into data protection and privacy issues at the moment. Germans are in general comparably hesitant when it comes to technology adoption and trying out new services. It's a good idea to keep this in mind when interpreting study findings.