9 September 2025

Why face-to-face research still makes the difference

When do consumers tell you the real truth – behind their laptop at home or face to face with other consumers? Online qualitative research has earned its place, but for complex issues, product testing and in-depth discussions, face-to-face remains irreplaceable. In this blog, Charlie Kuulkers, account manager relationship management at Bureau Fris, explains why international researchers are increasingly opting for face-to-face research in Amsterdam.

The best of both worlds: online and offline

If you need a quick national overview of what Dutch people think, online research is ideal. You can easily talk to people from Groningen, Maastricht and everywhere in between. Perfect for general public opinion or when you need results quickly.

But face-to-face research? That brings a whole different dynamic. The conversation becomes more personal, more fun, and you simply get more out of it. People pick up products, look at them from all angles, and react spontaneously to each other. You can never achieve that dynamic behind a screen. What's more, interesting conversations arise in the customer's observation room, which is also more difficult online. Watching together with a tasty snack and a drink adds an extra touch to the working day, now that people are increasingly working from home.

The disadvantage? You only talk to people from one region. But for many studies, that is more than offset by the depth you get in return.

Amsterdam: more than just a beautiful location

What makes Amsterdam such a suitable research location for international agencies? Of course, the city is centrally located, close to Schiphol Airport and has excellent infrastructure. But for international researchers, it is the diversity of the capital that counts most. In Amsterdam, you will find all cultures, ages and backgrounds together - a perfect reflection of modern, diverse society.

In addition, Bureau Fris has a unique facility that you will hardly find anywhere else in the Netherlands: research rooms with double-sided glass, known as one-way mirrors. Researchers can watch live while respondents cannot see them. For international clients who are used to top facilities worldwide, this is a decisive factor in their choice of our Amsterdam location.

From interpreters to live streaming: everything taken care of

International clients particularly appreciate the fact that we take care of everything from A to Z. They don't speak the language, don't know the market and don't have a network. We hire a Dutch moderator, arrange a professional interpreter – a simultaneous translator – and set up a live stream so that colleagues from London, Milan or anywhere else in the world can watch live.

If necessary, we even make double recordings – one in Dutch, one via the interpreter in English. This is useful for mixed teams where some colleagues understand Dutch and others do not. This complete peace of mind makes all the difference for international research agencies.

When boring research comes to life

We recently had an important player in the field of marketing data and analysis from Southern Europe visit us. The topic? Cameras and home security. Not exactly sexy. Online, this research would get bogged down in technical specifications and price comparisons.

But bring a diverse group of women between the ages of 40 and 50 together at our Amsterdam location and something magical happens. They really engage with each other, share personal stories about security and privacy, and inspire each other with creative solutions. The conversation became so lively that the research team was amazed by the wealth of insights.

The power of real encounters

Group discussions on location are simply more enjoyable than online sessions. People don't hide behind their screens but look at each other, laugh together and build on each other's ideas.

Recently, a respondent called me after a group discussion. He told me how much he enjoyed it and that he had gone for coffee with another participant afterwards because the discussion had been so fascinating. You never get that kind of connection – and the insights that come with it – online.

Ready for your international research?

Face-to-face research in Amsterdam provides deeper insights, real connections and unexpected discoveries. Especially for international teams who really want to understand the Dutch public.

Curious about what our unique facilities and complete peace of mind can mean for your research? Contact us for a no-obligation consultation. We would be happy to show you why more and more international research agencies are choosing Bureau Fris.

Especially for international clients: free interpreter set with a booking in September

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