23 December 2025

Real conversation remains irreplaceable

The year is almost over. Traditionally, this is the time to reflect on what we have experienced, what we have learned and where we are headed. In this blog, Stephanie Groot and Paulien Ulbrich look back on a year full of interesting research, special encounters and enjoyable collaborations. Of course, they also take a brief look ahead to 2026.

You get to know yourself through conversation with others

‘It may sound like a cliché, but now that technology is developing at breakneck speed, real conversation is becoming all the more important,’ says Stephanie. "Gaby from Beautiful Lives, a research agency we have been working with for fifteen years, recently put it very aptly: “By engaging in conversation with others, you get to know yourself better”. Those words stuck with Paulien and me, because that is exactly what Bureau Fris stands for. We believe in the value of a conversation with a real person, in person or via a screen, but always face to face and with genuine attention for each other."

‘We see that every day,’ Paulien adds. Respondents who want to tell their story. Business professionals who say after an interview how valuable it was. Researchers who gain insights through a good conversation that no questionnaire could ever have provided.

What stood out in 2025?

2025 was a year in which the demand for special target groups grew significantly. Clients are increasingly looking for people with a specific profile.

‘It's sometimes like looking for a needle in a haystack,’ says Paulien. ‘We're like a casting agency, but for respondents. Our business network is also put to good use: entrepreneurs, freelancers, HR managers, directors. All people with insights that matter.’

The growth in short quantitative surveys is another striking phenomenon. Stephanie: ‘A questionnaire with five questions for two hundred people to quickly gauge the opinion of a target group? Advertising and PR agencies are keen to make use of this. We will be promoting this quick and easy solution even more next year.’

The stories behind the respondents

There are stories behind every survey. Take this year's diabetes studie, for example. ‘Those people really wanted to tell their story,’ says Stephanie.

Or take the nineteen-year-old colleague who calls senior citizens for a interview on loneliness. ‘The conversations she has are so sincere,’ Paulien continues. ‘That's a gift. That personal contact makes our work special.’

‘It's the same with business recruitment. I regularly hear from respondents how much they enjoyed the conversation. That cross-pollination between researcher and respondent is what it's all about.’

Proud of our team

‘We are extremely proud of our team,’ says Stephanie. ‘Everyone helps each other, everyone is there for each other. And that makes all the difference.’

Paulien continues: "I often say to my colleagues: it's important that we enjoy working together here. If the work is enjoyable, but you don't feel like a team, it becomes difficult. If you have a good team, you can achieve anything. I also enjoy being in the office. The connection, the interaction, you feel more, you hear more. If someone is a bit quieter than usual, you can ask them if everything is okay. You miss those signals when you don't see each other."

What will 2026 bring?

In 2026, the focus will remain on what Bureau Fris does well: personal attention, reliable recruitment and pleasant collaborations. We will continue to invest in existing relationships and new clients are very welcome.

The prices for 2026 have been slightly adjusted, but the differences with 2025 are minor. Curious? Please ask Stephanie@bureaufris.nl or your regular account manager to send you the new price list. Because every target group and every study is different, we provide a tailor-made quote for each project.

And Fris to Go? From now on, this will only be offered in combination with recruitment by Bureau Fris. This ensures that the quality our clients have come to expect remains guaranteed.

Thank you

Finally, Stephanie and Paulien would like to thank everyone. Clients for their trust, suppliers for the pleasant cooperation, respondents for their openness and time. And the team for their dedication, cheerfulness and commitment.

‘We look forward to 2026 with confidence,’ concludes Stephanie. ‘Here's to another year full of great conversations and valuable insights.’

We wish you happy holidays and a wonderful New Year!

Stephanie Groot and Paulien Ulbrich, Managing Directors Bureau Fris

Want to know more?

Whether you need help with a specific study, are looking for a challenging target group or just want to brainstorm about the possibilities, we will be there for you again in 2026. Email Stephanie or Paulien or contact your regular account manager.

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