Research with horizoom

Trust in people.

Recent Publications

Our Research Team

We operate in strict compliance with the GDPR and are ISO 20252:2019 certified. As a member of the associations ADM, BVM, DGOF, ESOMAR, and VMÖ, horizoom is committed to upholding the recognized industry standards of the market and social research profession, as well as the international ICC/ESOMAR Code. The panel is recruited using both online and offline methods in a multimodal approach.

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Malte Freksa

Chief Innovation Officer
Malte Freksa
Chief Innovation Officer

Our Chief Innovation Officer and Co-Founder Malte passionately combines sophisticated research with the latest technology. As Product&Sales Interface he is responsible for our Partner Panels and Data Solutions. Most recently, he was Chief Digital Officer at GapFish GmbH and before that worked as a market researcher for agencies and institutes. He gives talks at (inter)national conferences and is a BVM speaker for “Digital Transformation of Market Research”. The graduate psychologist lives in Berlin with his wife and two children. When he’s not working, he’s out in nature with family and friends, doing sports, or relaxing by reading and playing chess.

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Marta Bojkovska-Langer

Director Operations
Marta Bojkovska-Langer
Director Operations

Marta handles the project implementation of quantitative market research studies from A to Z. As a career changer in the industry, she is curious and open to new tasks and topics even after 10 years of professional experience, while her expertise lies in complex and innovative projects. She is a team player who enjoys taking on wide-ranging responsibilities in the field of operations. In her free time, she loves to take trips to Brandenburg and around the world with her husband and twins. She enjoys cooking international specialties for her friends, listening to the current top charts or doing hula-hoop.

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Sabrina Altmann

Director Business Development
Sabrina Altmann
Director Business Development

Sabrina focuses on building long-term partnerships at eye level, including innovative business ideas. After dedicating herself academically to market research during her doctorate in marketing, she has now been active in the panel industry for three years. At horizoom, she is looking forward to cross-departmental collaboration in order to provide customers and partners with solution-oriented advice and to develop further together. Born in the Rhineland, she has lived in Berlin for over 10 years and can be found in her free time walking with her family or cooking with friends.

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Leonard Mach

Research & Operations Manager
Leonard Mach
Research & Operations Manager

At horizoom, Leo provides support for everything you need for the design, technical implementation and data preparation of online studies. After several years in project management at respondi and previous positions in science, he is enthusiastic about the empirical background of online studies and the future of innovative, digital opinion research, whether using active or passive data, hybrid or classically generated interviews. Otherwise, you can find him either in the kitchen, trying out the latest recipes, or on the dance floor with salsa or discofox.

 

Every three years, the industry publication marktforschung.de conducts an independent “Image Study of Panel Providers” to assess the perception of online field service providers in the German-speaking region. The study surveys awareness, willingness to recommend (NPS), and image ratings of the most relevant providers. The target group for the online survey consists of individuals involved in the selection and commissioning of field service providers and/or those who can comparatively evaluate them due to their comprehensive market overview. In 2025, with a field period from April 28 to July 15, this included n=297 respondents from market research institutes and corporate research departments, as well as n=61 service providers (such as other field service providers, freelancers, IT/software providers, or analytics service providers). We extend our thanks to everyone who participated!

horizoom was included in this image study for the first time following its founding in 2023 and immediately achieved the absolute top scores in all 9 possible categories, earning the title of the industry’s leading provider.

For more detailed information about the study: https://www.marktforschung.de/studien/imagestudie-panel/

Each year, the DGOF presents the GOR Impact & Innovation Award at the General Online Research Conference (GOR) to honor the most influential study, based on the evaluation criteria of goal achievement, methodology, results, and impact. For the study “Scaling Qualitative Depth: A Large-Scale Validation Study Comparing AI-Moderated Interviews and Conventional Surveys in OTC Pharma Research,” horizoom’s Jonathan Heinemann and Leonard Mach collaborated with Klosterfrau, xelper, and Q | Agentur für Forschung. In one of the largest known validation studies of its kind, they compared AI-moderated interviews with classical online quantitative surveys.

We are deeply grateful and proud to receive this prestigious and renowned GOR Impact & Innovation Award 2026, and we also extend our thanks to all the other high-quality submissions. In addition to the award and trophy, the prize includes a workshop spot at succeet26.

For more details about the award: https://www.dgof.de/pressemitteilung-fachlicher-austausch-und-innovation-im-fokus-gor-26-an-der-rh-koeln/

Further details about the study are available upon request.

 

Testimonials & Abstracts (german)

Abstracts

The primary argument for including large numbers of known-to-be innocent fillers in lineups is that guessing-based selections are dispersed among a large number of lineup members, leading to low innocent-suspect identification rates. However, a recent study using the two-high threshold eyewitness identification model has demonstrated advantages of smaller lineups at the level of the processes underlying the observable responses. Participants were more likely to detect the presence of the culprit and less likely to select lineup members based on guessing in smaller than in larger lineups. Nonetheless, at the level of observable responses, the rate of innocent-suspect identifications was higher in smaller compared to larger lineups due to the decreased dispersion of guessing-based selections among the lineup members. To address this issue, we combined smaller lineups with lineup instructions insinuating that the culprit was unlikely to be in the lineup. The goal was to achieve a particularly low rate of guessing-based selections. These lineups were compared to larger lineups with neutral instructions. In two experiments, culprit-presence detection occurred with a higher probability in smaller compared to larger lineups. Furthermore, instructions insinuating that the culprit was unlikely to be in the lineup reduced guessing-based selection compared to neutral instructions. At the level of observable responses, the innocent-suspect identification rate did not differ between smaller lineups with low-culprit-probability instructions and larger lineups with neutral instructions. The rate of culprit identifications was higher in smaller lineups with low-culprit-probability instructions than in larger lineups with neutral instructions.

Publication

Every maneuver of a vehicle redistributes risks between road users. While human drivers do this intuitively, autonomous vehicles allow and require deliberative algorithmic risk management. But how should traffic risks be distributed among road users? In a global experimental study in eight countries with different cultural backgrounds and almost 11,000 participants, we compared risk distribution preferences. It turns out that risk preferences in road traffic are strikingly similar between the cultural zones. The vast majority of participants in all countries deviates from a guiding principle of minimizing accident probabilities in favor of weighing up the probability and severity of accidents. At the national level, the consideration of accident probability and severity hardly differs between countries. The social dilemma of autonomous vehicles detected in deterministic crash scenarios disappears in risk assessments of everyday traffic situations in all countries. In no country do cyclists receive a risk bonus that goes beyond their higher vulnerability. In sum, our results suggest that a global consensus on the risk ethics of autonomous driving is easier to establish than on the ethics of crashing.

Publication

Data is essential to better understand tourists and visitor flows as well as to better inform and guide tourists and manage visitor flows. In the age of data protection and overtourism, destination management organizations and national tourism organizations are challenged to find ways for consensual visitor tracking via mobile apps. Based on social exchange theory, it can be assumed that people are willing to provide personal location data when being compensated fairly. In this study, we find and explore a selection of potential mobile app features, ranging from utilitarian (personalized content, higher value of services, monetary rewards) to hedonic (gamified features) and social benefits. Based on the Kano model and a representative sample of 2038 panelists, we classify app features according to their ability to make people use a mobile app and thus allow for location-based tracking. Results show that gamification seems appealing to a subset of younger generations, while utility features are more broadly accepted and wanted. Social elements of travel mobile apps seem less attractive and relevant to most people. To convince a representative group of tourists to use a mobile app with tracking capabilities, we conclude that the focus should primarily be on actual utility of the app while gamified features should be implemented with care.

Publication

Around 72 percent of employees in Germany are familiar with so-called leisure sickness (* ) , meaning the feeling of getting ill or feeling exhausted on days off or while on holiday. One in five (19.3 per cent) experience this at least always or frequently on days off or on holiday. This is the result of a recent representative study by IU International University of Applied Sciences (IU) named “Leisure Sickness: Feeling exhausted instead of well rested”. The main symptoms always or frequently experienced by respondents were tiredness or exhaustion (36.1 per cent), sleep problems (27.6 per cent), irritability (18.9 per cent), headaches (16.7 per cent) and cold symptoms (14.2 per cent).

Although over 95 per cent of participants in the IU study consider it important to take time for relaxation and leisure, four in ten (40.1 per cent) of respondents fully or somewhat agree with the statement that their private life does not offer enough relaxation to meet the demands of their job. Younger employees up to the age of 25 are particularly likely to agree with this statement completely or somewhat (50.5 per cent), meaning that they are less likely to find relaxation in their free time than older employees.

According to study expert Stefanie André, Professor of Health Management at IU International University of Applied Sciences and an expert on health in the workplace, leisure sickness can arise as a result of stress in the work context (see also leisure sickness definition below) and can have several causes. According to the IU study, employees are particularly affected by the following: high work pressure (33.7 per cent), a lack of support from superiors and colleagues (30.0 per cent) as well as an unclear distribution of tasks (23.4 per cent) and unclear tasks (20.8 per cent). Other stress factors are long working hours (17.3 per cent) and an unfavourable work-life balance (21.9 per cent).

Publication

Nur knapp ein Drittel der Deutschen ist fest überzeugt, dass das Land demokratisch regiert wird. Dabei hält eine große Mehrheit der Deutschen (84 Prozent) es für wichtig, in einem demokratisch regierten Land zu leben, 59 Prozent sogar für “absolut wichtig”. Dies sind die Ergebnisse einer repräsentativen Studie des Sinus-Instituts im Auftrag von Greenpeace “Dieses klare Bekenntnis verdeutlicht die Verankerung demokratischer Grundwerte. Für Greenpeace ist das wichtig, weil nur in einer stabilen Demokratie eine lebendige Zivilgesellschaft wirksam werden kann“, sagt Alexander Lurz, Greenpeace-Experte für Frieden. “Die Kluft zwischen Anspruch und erlebter Realität birgt jedoch ein Risiko für die Legitimation demokratischer Institutionen. Politik und Gesellschaft müssen sich darauf verständigen, wie Demokratie gestaltet werden soll. Sonst stehen sich Gruppen gegenüber, die alle ‘Demokratie’ fordern, dabei aber Unterschiedliches meinen.“

Publication (in German)

Daten des SINUS-Instituts zeigen ein starkes Misstrauen der bürgerlichen Mitte gegenüber der Klimapolitik. Besonders steigende Lebenshaltungskosten werden als Hindernis für Klimaschutz gesehen. Nur wenige Bürger haben Vertrauen in die Politik, während viele sich mehr Mitspracherecht wünschen. Wir sehen darin einen Lösungsansatz: Maßnahmen müssen wirtschaftliche Vorteile bringen um von den Menschen vor Ort mitgetragen zu werden. Ein schrittweiser Wandel, der die Bedürfnisse der Menschen berücksichtigt berücksichtigt, kann Klimaschutz mehrheitsfähig machen.

Publication

In 2025, people in Germany primarily use news programmes on television, online news portals and the radio to stay informed about current social and political events. Social media, such as Instagram, TikTok, X and YouTube, are also important and frequently used sources of information for many people. More than half of the respondents always or regularly fact-check the latest news.

Talking of trust: the majority of respondents trust traditional media (TV, radio, newspapers) as a source. Personal networks, such as friends or family, are considered nearly as credible. In contrast, less than a third of people in Germany trust social media as a source. More on this in Focus: Social Media.

 

However, it’s not just social media that has a trust problem: 70.6% of respondents tend to agree or completely agree that their trust in the media has declined in recent years. This is partly due to the increased spread of fake news and deepfakes. “Although disinformation spreads primarily via social media, comments and messenger services, fake news and deepfakes are fuelling distrust in the media as a whole. This is because many people are unsettled or overwhelmed by the multitude of platforms, information and opinions,” says Prof. Dr Nele Hansen, Professor of Media Management at IU International University of Applied Sciences, analysing the findings.

 

Disinformation in the form of fake news and deepfakes poses even further dangers to society: 89.9% consider fake news to be a serious threat to our democracy and freedom. According to the respondents, social network platforms and politicians in particular have a responsibility to combat these dangers, e.g. by labelling potential fake news and deepfakes or through a legal obligation to label AI-generated content.

Executive summery

Maximum working hours, flexible working hours and the 12-hour day: these are the terms that the current debate on the 48-hour week revolves around. As part of a reform of the Working Hours Act, the German federal government plans to make working hours more flexible, as set out in the coalition agreement. In future, a maximum weekly working time will apply instead of a maximum daily working time. Working days of up to 12 hours could then be offset by a correspondingly shorter number of working hours on other days.

IU’s representative study gives employees in Germany a chance to have their say. The findings: many respondents are concerned about the negative effects of the 48-hour work week, such as less free time and a higher workload. On the other hand, the majority believe that a 4-day week would have a positive impact on their quality of life, satisfaction and productivity. These results are consistent with the essence of the 4-day model: a deliberately streamlined and efficiently organised way of working.

 

Prof. Dr Malte Martensen, Professor of General Business Administration specialising in Human Resource Management and Organisation at IU International University of Applied Sciences, summarises the discussion surrounding working models: “The key question is not whether we work more or less, but how we can make work future-proof.”

executive summary

Confidence in lineup responses is important in research and practice. Here we introduce the lineup confidence model, an extension of the well-validated two-high threshold eyewitness identification model. The two-high threshold eyewitness identification model serves to measure four cognitive processes underlying lineup responses: culprit-presence detection, culprit-absence detection, biased suspect selection and guessing-based selection. The lineup confidence model additionally incorporates the measurement of confidence. To validate the lineup confidence model, we conducted an experiment with a large sample size (N = 1565) using post-response feedback as a manipulation of confidence. Confidence followed a predictable and psychologically plausible pattern: responses based on detection were more likely to result in high confidence than responses based on guessing, and responses based on biased suspect selection were also more likely to result in high confidence than responses based on guessing. Importantly, post-response feedback selectively influenced confidence while leaving the parameters for culprit-presence detection, culprit-absence detection, biased suspect selection and guessing-based selection unaffected. Confidence can thus be measured with the model without compromising the measurement of the other processes specified by the model. This successful validation indicates that the lineup confidence model may be useful for examining how lineup characteristics and external factors influence confidence as a function of the processes underlying lineup responses.

Publication

Method

At horizoom, we provide participants for market and social science surveys and interviews from our online access panel.
You decide whether we send the participants to a questionnaire you’ve programmed yourself, or whether you’d like us to handle the programming for you.
Throughout the entire process, we support you with scientifically trained staff who have many years of experience in panel management.

Download

Sample Only

We deliver participants for your research directly to your survey link.

Programming with sample

We program a questionnaire you've designed, distribute it to our participants, and send you the data.

Recruitment

We recruit participants from our panel for your quantitative and qualitative research.

Supplements

For common survey platforms, we can also recommend the following guides.

LamaPoll
Link

Limesurvey
Link

SawTooth
Link

SoSci Survey
Link

Unipark
Link

Qualtrics
Link

QUALITY ASSURANCE AT HORIZOOM

The ISO 20252-certified online access panel of horizoom GmbH is recruited through a heterogeneous mix of offline and online campaigns via target group-specific online portals, affiliate networks, CATI, social media, search engines, and TV, print, and radio campaigns with our media partners (including RTL, Der Spiegel, RMS Radio Marketing Services, IP Österreich). This approach ensures the broadest possible representation of the population. Using the externally developed, independent Redem-Score® (www.redem.io) and our own quality assurance measures (double opt-in process, email and IP duplicate checks, text mining, plausibility and attention checks, IBAN/address checks, and more) at both the panel and survey levels, suspicious participants are identified as early as the registration process and additionally during individual surveys.

Our redirect links contain a project-specific security code to prevent participant fraud (e.g., ghost completes). Furthermore, our fair incentive system (incentivizing quota fulls and screenouts) and diverse payout options reduce incentives for overclaiming and fraud. Through gamification elements (including level systems, avatars, XP, monthly lottery tickets for various panelist activities, and more), we ensure long-term panel participation and engagement. The profile and master data of our panelists are regularly checked for accuracy and completeness by our panel management team. Panelists can update their data independently at any time via the panel portal or app and are regularly (at least annually, typically quarterly) prompted to update their master data using our dynamic profiling feature. On average, our panelists receive 4 invitations per week and participate in up to 2 surveys per week.

Depending on the processing time for a project, selected panelists may receive a reminder email to complete an open survey. Samples for individual surveys are recruited exclusively through active email or app push notifications using stratified random samples from our double opt-in online access panel, adhering to the recognized standards of the market and social research profession as defined by the Rat der Deutschen Marktforschung e.V. and the international ICC/ESOMAR Code.

Through our active panel management and strict quality assurance measures, horizoom ensures above-average data quality, with average cleaning rates (during or after fieldwork) of less than 5%. Over-recruitment of up to 10% of the sample for subsequent data cleaning is included in our pricing. For more information on recruitment, structure, and quality assurance measures, please refer to our panel book and our responses to the 37 ESOMAR questions, which can be viewed and downloaded free of charge at the following link: https://www.horizoom.de/downloads/.

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