Online vs. In-Person
For video concept testing with 10 participants, online is the clear winner
Online Focus Group
Remote via Zoom / Teams / Dedicated Platform
€6,000 – €12,000
All-in estimate including agency, recruitment, incentives, and report
- Perfect for video testing — participants watch in their natural environment
- Easier recruitment — not limited to Copenhagen metro area
- 50% cheaper than in-person with equivalent insight quality for AV content
- Session can be recorded and live-streamed to the team
- No facility costs — platform license only €300–800
- Danish moderator joins remotely — wider talent pool
- 90–120 min session covers all 3 videos with discussion
In-Person Focus Group
Facility in Copenhagen
€10,000 – €16,000
Includes facility, catering, moderator travel, AV setup
- Richer body language cues — better for emotional reactions to brand content
- Facility costs €1,500–3,000 for a quality Copenhagen venue
- Recruitment limited to Greater Copenhagen unless travel is reimbursed
- Requires AV setup for video playback on large screen
- Higher no-show risk — typically over-recruit by 20–30%
- Team would need to fly to Copenhagen or watch via one-way mirror stream
- Better if testing physical products — less advantage for video content
Cost Breakdown
Itemised estimates for both formats based on market research agency rates
| Component | Online (Remote) | In-Person (Copenhagen) | Notes |
|---|---|---|---|
| Recruitment | €1,500 – €3,000 | €2,000 – €4,000 | Niche audience (active gamblers/bettors) adds 30–50% premium |
| Participant Incentives | €800 – €1,500 | €1,000 – €1,500 | €80–150 per person — higher for niche gambling audience |
| Moderation | €1,500 – €3,000 | €2,000 – €3,500 | Danish-speaking moderator, 90–120 min session |
| Facility / Platform | €300 – €800 | €1,500 – €3,000 | Online: Zoom/platform license. In-person: Copenhagen facility + AV |
| Analysis & Report | €1,500 – €3,000 | €2,000 – €4,000 | Transcript analysis, key themes, per-video scoring, recommendations |
| Translation / Localisation | €500 – €1,000 | Included | Danish session → English report. Included if Danish agency runs in-person |
| Total Estimate | €6,100 – €12,300 | €8,500 – €16,000 |
Key Considerations
Important factors that affect cost, quality, and feasibility
★
Niche Audience Premium
Recruiting active online gamblers and sports bettors in Denmark adds 30–50% to standard recruitment costs vs. general population. Agencies need to screen from gambling-specific panels or use targeted social media recruitment.
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Danish Language Required
Sessions must be conducted in Danish for authentic, unfiltered reactions to brand creative. English would introduce cognitive load and bias. Budget for a Danish-speaking moderator and translated report.
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Consider 2 × 5 Split
10 people in one group limits individual airtime. Two groups of 5 yields richer discussion per participant and lets you compare reactions across groups. Adds ~30% to total cost but significantly improves insight quality.
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Video Playback Quality
For 45–90 second hero concepts, audio and visual quality matter. Online platforms can handle this well via screen share, but test beforehand. In-person has the edge with large-screen playback and controlled environment.
Recommended Agencies
Shortlisted based on Danish market expertise, qualitative capabilities, and gambling audience access
Recommended Approach
Contact Epinion and Analyse Danmark first for competing quotes — both are full-service Danish agencies with focus group expertise. Use Norstat if the agency needs panel recruitment support for the gambling audience. For a budget option, Respondent.io handles recruitment and you hire a freelance Danish moderator separately.
Best Fit
Full-Service Research · Copenhagen HQ · 11 offices
One of Scandinavia's leading research and consulting firms. Runs focus groups and workshops with experienced qualitative researchers, including live-streaming for clients. Deep expertise across consumer goods, media, and regulated industries.
Why for Yes.com
- Copenhagen-based — can run both online and in-person sessions locally
- Experienced qualitative team with focus group live-streaming
- Uses mobile ethnography, in-depth interviews, and vox pop alongside traditional groups
- Can handle full end-to-end: recruitment, moderation, analysis, report
AnalyseDanmark
Full Service
Danish Research Institute · Est. 1997 · NRA Member
Full-service research institute handling quantitative and qualitative research for national and international clients. As the Danish representative of Nordic Research Alliance (NRA), they have access to 120,000 panel members across the Nordics.
Why for Yes.com
- 120K Nordic panel via NRA — can source gambling audience from own panel
- Full end-to-end service from methodology design to reporting
- Handles both data collection and high-end consulting
- Danish-native researchers — no translation overhead during sessions
Panel Provider
Nordic Data Collection Leader · Founded Copenhagen 2003 · 4M+ panelists
The largest Nordic data collection provider with 4+ million panelists. Founded in Copenhagen, Norstat specialises in recruitment and data collection for market research. Best used as a recruitment partner alongside a qualitative agency.
Why for Yes.com
- 4M+ panel — highest probability of finding active Danish gamblers/bettors
- Founded in Copenhagen with deep Danish market knowledge
- Can recruit and screen participants to exact demographic specs
- Pair with Epinion or freelance moderator for the actual focus group
TGM Research
Gambling Specialist
Gambling & Sports Betting Research · Denmark Report Available
Published dedicated Denmark Gambling & Sports Betting Report with data on 32.4% sports betting participation. Has pre-built Danish gambling audience segments — could fast-track recruitment of the right participants.
Why for Yes.com
- Pre-existing Danish gambling audience segments from prior research
- Knows that 82% of DK bettors use mobile/internet — can screen for digital-first users
- Danske Spil as top-of-mind brand — can benchmark Yes.com concept against it
- Best for adding quantitative layer on top of qualitative focus group
2insights
Local Agency
Danish Market Research · Online & Offline Focus Groups
Danish agency running both online and offline focus groups in Denmark. Handles the full research process and understands local market nuances. Good mid-tier option between premium agencies and DIY platforms.
Why for Yes.com
- Runs both online and in-person focus groups in Denmark
- Likely more competitive pricing than Epinion for a single-session project
- Local team with Danish-language moderation capability
- Good option if Epinion/Analyse Danmark quotes come in high
Budget DIY
DIY Recruitment Platform · Global · Pay-per-participant
Self-service platform for recruiting research participants. €40/participant for consumer moderated sessions + 18% platform fee. You handle moderation yourself or hire a freelance Danish moderator. Total drops to €3,000–5,000 but requires internal effort.
Pricing Breakdown
- €40/participant recruitment fee (consumer moderated)
- 18% platform fee on top of recruitment cost
- Participant incentives: €80–150 each paid separately
- Freelance Danish moderator: €500–1,500 for session + prep
- No analysis included — you review recordings yourself