Welcome to mo’web

mo’web is a leading independent market research institute based in Germany, Düsseldorf. Founded in 2004, we have been at the forefront of globally solving business challenges using online research. We have conducted thousands of qualitative and quantitative research projects in Germany, UK, Europe and worldwide. Our exceptional customer focus, transparent approach and over fifteen years of profound industry knowledge proves that we'll deliver you outstanding fact-based consumer and B2B knowledge.

We work with market leaders in a wide range of industries, including technology, communication, automobile, finance and entertainment. We also collaborate with universities and consultancies. As a matter of routine we provide survey design, translations, programming, web-hosting, sampling methodology, quality assurance, data processing, tabulations, analysis, recommendations and reporting.

Any question you may have concerning your product, business or industry can be answered by research. The solution to any problem you are facing can be explored by research and fact-based solutions delivered. No project is too big or too small.

Please feel free to get in touch if you have any questions or require a quote.

are part of
the solution.

Benefits of Online Research

Imagine having an interviewer in each and every household in the world. Studies which previously had to be conducted in local teststudios can now be fielded world wide in a matter of days.

Technology allows cost-efficient structures by eliminating labour intensive traditional methods (sending out e-mail, retrieving, follow-ups, data entry, etc.):

  • Collect more data from larger audiences at lower costs
  • Immediate feedback through live reporting
  • Diversity of respondents
  • Respondents can participate at their own pace and in their own time
  • Opportunity for responses to be more detailed
  • Respondents are less reserved due to the anonymity and comfort of their home
  • Prevents interviewer bias and yields more honest results

Sourcing Online Surveys

We use a multitude of channels to source the participants of our surveys:

  • Inviting participants from our proprietary panels
  • Inviting respondents from third party panels
  • Using client-provided lists (customers, employees, prospects, etc.)
  • Purchasing lists from address brokers
  • Banners, pop-ups and other online adverts
  • Inviting visitors from websites
  • Distributing a link through offline media and mailings

engage the
future with

Online Eyetracking

Eye tracking is a fantastic technology that offers detailed and unbiased information about consumer behaviors in decision making processes. It allows us and brand owners to study the process consumers undertake when viewing and selecting a product. It shows what design elements naturally attracted the most attention and what areas were ignored. Eye tracking details authentic behavior which is useful when designing advertising, branding, packaging and product placement.​

For further information please contact
Moritz Kisselbach


Panel Size

Our research panels span the whole world.

Africa Consumer B2B
South Africa 76,482 44,023
Latin America Consumer B2B
NEW Argentina 24,356 10,249
NEW Brazil 3,326
NEW Chile 17,177 8,898
NEW Colombia 27,067 14,905
NEW Costa Rica 7,242 5,377
NEW Ecuador 4,904 2,854
NEW Mexico 26,833 15,026
NEW Peru 8,221 4,109
NEW Venezuela 7,027 3,328
Europe Consumer B2B
France 75,827 32,603
Germany 157,834 55,931
Italy 50,273 27,971
Poland 77,994 23,343
Russia 69,782 25,169
Spain 50,390 21,389
NEW Turkey 14,353
NEW Ukraine 25,296 13,546
United Kingdom 77,313 31,452
Total 801,697 340,173

Recruitment Process

We permit only one membership per person and double check duplicate memberships by an intricate security algorithm that cross checks respondent details such as name, surname, e-mail address, gender, year of birth and postcode.

Recruitment Channels

In order to guarantee a well stratified sample, mo’web chooses to use a variety of recruitment and contact methodologies.

The most frequent recruitment channels are newsletter advertising, banner and pop-up adverts on regular internet sites, e-mail list mailing as well as offline telephone recruitment. We also utilize conventional advertising in specialist press (for hard to reach target groups such as specialists or pensioners).

We use a standard double opt in procedure, to ensure respondents are fully qualified and highly responsive. After a first enrollment, potential panel members receive a confirmation e-mail with a link to the profile questionnaire. Members are regarded fully recruited only after the initial profile questionnaire (consisting of standard demographics) has been completed. They receive a second e-mail confirmation with the login details to access surveys and the member area.

Panel Maintenance

We are fully aware that respondent satisfaction is the vital key to high responsiveness and membership longevity.

That is why we make sure all local panels are managed by regional panel managers. Respondents can voice concerns, ask questions and can always contact a regional panel manager. They are guaranteed a personal answer to their issues. This deepens the relationship respondents have to our services and makes them feel more comfortable with our community.

The active membership duration currently averages at 19 months and active respondents complete on average 22 surveys in their membership. The annual mortality rate across all our international panels is currently only 6,4%.

Attractive Incentives

Although we actively communicate the importance of market research and opinion polling, respondents require incentives as a means of motivation.

Upon completion of a survey respondents receive points, which can be exchanged for money which is then paid out via PayPal. The amount of points varies in relation to the target group, the length of interview and the complexity factor.

Members have an option to donate the rewards to a charitable organization. This option is more popular with higher income groups and is the preferred choice of reward for our B2B-Panel.

Regular Panelcare Surveys

We invite respondents to regular panelcare surveys to ensure respondents participate in enough surveys to maintain interest, but not so many as to become over-saturated. These panelcare surveys focus on current topics of discussion but are also used to update profiling information we have on our respondents.

This information provides the basis for effective and intelligent sampling.

Intelligent Sampling

By using the profile information obtained in the profile questionnaire and the regular panelcare surveys, we greatly reduce the amount of terminates in screening. Thus, respondents who are invited actually participate and are not turned away, which adds significantly to respondent satisfaction.

Thoughtful Questionnaire Design

We make sure our panel members "like" the surveys and enjoy participating. We don't want to annoy anyone. We make sure all surveys are thoroughly checked for functionality, are not repetitive and treat the participants with respect.

The limit to the length of an interview is 20 minutes, as longer interviews deliver significantly worse quality of data and frustrate respondents.

Data Protection And Professional Ethics

Our member's personal details are sensitive and their privacy needs to be protected at all times. We place highest priority in anonymity and confidentiality in our surveys. Under no circumstances will we ever disclose any personal information.

As a German company we must abide to the very strict and clear regulations of the Federal Data Protection Act.

Furthermore, we fully adhere to ESOMAR's guidelines for professional conduct as specified in "ICC/ESOMAR International Code of Marketing and Social Research Practice" as well as the codices formulated by the BVM, the governing body of German market research.



Our wide range of services include:

  • Survey design
  • Questionnaire design
  • Questionnaire scripting and programming (Flash, PHP, HTML, HTML5)
  • Email invitations and reminders
  • Panel-based fieldwork
  • Real-time status reports
  • Bulletin boards
  • Online focus groups
  • Internet forums
  • Recruitment of dedicated panels
  • Data delivery in Excel, CSV or SPSS formats
  • Data analysis and tabulation
  • Chart preparation in PowerPoint
  • Full analysis of results

together we
can explore

About Us

mo’web was founded in 2004, Düsseldorf, Germany. We’ve been using cutting edge online research technology for over fifteen years and therefore have been at the forefront of globally solving business problems using our online research expertise. We are still independently managed by the founding partners.

Since our formation we have enjoyed healthy growth. The team consists of:

  •   2 managing directors
  • 16 full-time employees
  • 22 regular freelancers
Herbert Höckel

Herbert Höckel

Managing Director
born 1975 in Hagen, Germany

"The possibilities and chances of online research have not been fully utilised yet. The importance of online research will continue to increase as ever more specialised target groups can be reached online. In future we will not be able to conceive a life without the internet..."

Ryan Gibson

Ryan Gibson

Managing Director
born 1972 in Harare, Zimbabwe

"I believe online is the future of research. My experience has shown that there is no quicker and more cost effective way of doing quality market research..."

Ulrich Pabst

Ulrich Pabst

Sales Director Germany
born 1955 in Düsseldorf, Germany

"Through conducting online surveys, we reach out to thousands of respondents each and every day. Through the insights and results obtained we actively participate in the changes the world is undergoing. This speed, reach and relevance is what keeps on fascinating me with online research."

Moritz Kisselbach

Moritz Kisselbach

Senior Project Manager
Born 1988 in Düsseldorf, Germany

"It's as if the internet was purpose built to conduct market research. The possibilities have never been greater and this is just the beginning."



Main Office:

mo’web GmbH
Mertensgasse 12
40213 Düsseldorf

T +49 211 828 2800
F +49 211 828 5429

General Contact:

Requests for Quotes:

General Terms and Conditions
Privacy Policy

Managing Directors:

Herbert Höckel
Ryan Gibson

Registered in Düsseldorf
Registration HRB 49478

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