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Market research and research fieldwork in Switzerland 

Qualitative and quantitative research agency in Switzerland

Switzerland has a population of around 8.8 million people and is known for its remarkable diversity despite its small size. The Swiss population is characterised by a high standard of living and is one of the wealthiest in the world, with a GDP per capita among the highest globally. The country maintains a balanced demographic structure with a relatively low birth rate and a high life expectancy, contributing to an ageing population. Switzerland is also notable for its significant immigrant population, which constitutes about 25% of the total population, adding to its cultural and ethnic diversity.

Switzerland is not a member of the European Union (EU) but through bilateral agreements, Switzerland has access to the EU single market and participates in certain EU policies and programs. These agreements cover many areas, including trade, transport, and research. Switzerland’s relationship with the EU is often described as "bilateral", emphasising its independent but cooperative stance. This relationship has been periodically tested, especially regarding issues such as immigration and the free movement of people. This led to the Swiss government negotiating individual agreements rather than seeking full EU membership.

Switzerland is a multilingual and multicultural country with four official languages: German, French, Italian, and Romansh. Each language region has its own distinct cultural identity.

  • German-speaking Switzerland: About 62% of Swiss people speak Swiss German (Schweizerdeutsch). This region, including cities like Zurich, Basel, and Bern, is influenced by German culture but has unique dialects and traditions. The German-speaking Swiss are known for their precision, punctuality, and strong work ethic, traits that reflect the broader German cultural influence.
  • French-speaking Switzerland: Comprising about 23% of the population, the French-speaking region includes cities like Geneva, Lausanne, and Neuchâtel. This area is culturally aligned with France, strongly emphasising cuisine, fashion, and arts. The French-speaking Swiss are often seen as more open and cosmopolitan, partly due to Geneva's role as a global diplomatic hub.
  • Italian-speaking Switzerland: About 8% of the population is Italian-speaking, concentrated in the canton of Ticino and some parts of Graubünden. This region mirrors the Italian lifestyle, focusing on family, cuisine, and a relaxed approach to life. Italian-speaking Swiss culture is vibrant and colourful, with festivals, music, and a warm, welcoming attitude.
  • The use of Romansh: Romansh is a descendant language of the Latin spoken in the Roman Empire but has also been influenced by German. There are around 40,000 Swiss residents who regularly speak Romansh, mostly concentrated in the south of the country in the canton of Grisons (Graubünden).

When asked what Switzerland is famous for, many people would mention watches, chocolate and banking. While this is a bit of a cliché, precision manufacturing, food processing and financial services are indeed some of the important sectors in the Swiss economy, along with life sciences,  information technology, chemicals and, of course, tourism. As in most advanced economies, the services sector is the largest but the industrial sector also accounts for a higher proportion of the economy in Switzerland than in many other European countries.

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Population (2023 estimate):
8.8 million
GDP (USD, 2023):
885 billion
GDP per capita (International $ at PPP, 2023):
$92,980
Currency in Switzerland
Swiss Franc (CHF)
Largest urban areas (by population, 2024 estimates):
Zürich (1.4 million)
Geneva (0.6 million)
Basel (0.6 million)
Lausanne (0.5 million)
Bern (0.4 million)

Qualitative market research agency in Switzerland

Deliver qualitative research in Switzerland with our qualitative research team. Explore in-depth insights, cultural nuances, and human experiences unique to this vibrant nation. From ethnographic studies to case analyses, delve into methodologies and findings that highlight the diverse perspectives within Switzerland.

Focus group research in Switzerland

Collect insights efficiently and generate new ideas by running online or face-to-face focus groups with carefully selected participants.
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In-depth interviews in Switzerland

Explore issues in detail, address sensitive issues or gain specific insight from experts by conducting one-to-one IDIs either online or face-to-face.
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Ethnographic research in Switzerland

Observe participants using a product or service in their own environment, at home or work.
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Online bulletin board research in Switzerland

Collect rich audiovisual material and develop ideas over several days with OBBs where participants provide insights at their own pace.
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MROC studies in Switzerland

Set up a permanent or long-term Market Research Online Community and gather ad-hoc and rapid insight from the participants at short notice.
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UX testing research in Switzerland

Improve your website or app's usability by conducting User Experience testing and exactly how customers interact with your website or app.
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Quantitative market research agency in Switzerland

Our Switzerland fieldwork experts provide detailed statistical analyses, data-driven insights, and empirical findings that shape understanding in culture and commerce. Our Switzerland quantitative research uncovers trends within populations at scale.

Online surveys in Switzerland

Gather quantitative insights quickly and cost-effectively from a large number of respondents using professionally designed online surveys.
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CATI - telephone interviews in Switzerland

Use Computer-Assisted Telephone Interviewing (CATI) to conduct quantitative research with niche audiences that would not be accessible via an online survey panel.
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CAPI - face-to-face interviews in Switzerland

Use Computer-Assisted Personal Interviewing (CAPI) to collect insights from respondents in a particular location or context or to conduct face-to-face quantitative product testing.
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