Testimonial Research.

We bring the right celebrities and the right brands together.

Intelligent, convincing, well-founded

Strong partnerships between brands and celebrities are no coincidence

With the HUMAN BRAND INDEX ® we measure which brands and celebrities are suitable for successful testimonials. We accompany you comprehensively from design to analysis.


Whether you come from the corporate side or are an artist or sports manager: with you, we determine the partnerships to be tested and discuss which variant of the testimonial research suits you best. Afterwards we program the online questionnaire and select the appropriate target group.


We invite people from our own online access panel to the survey, either representative or according to your quota specifications. The HUMAN BRAND INDEX ® can be used internationally and also inexpensively in multi-country studies.


We analyze the data obtained, derive options for action and prepare the data in meaningful graphs with which you can work with. In addition, we can provide you with the data on request as a data set and table book.

Packages and prices

As an international market research institute with its own online panel in more than 70 countries, we accompany you in building lasting successful partnerships of brands and celebrities. With us you have a reliable partner who can provide competent advice, rapid implementation and high data quality.


  • 1 celebrity
  • 500 respondents
  • Awareness (visual & name) by socio-demographic sub-groups
  • Sympahty
  • Detailed image with 20 attributes
  • Population representative by age (18-69 years), gender & state
  • Online administration on our protected servers
  • Prepared results in a commented chart report

€ 5,300

  • 1 celebrity & 1 brand
  • 1,000 respondents
  • Awareness (visual & name) and popularity (sympahty, identification, role modeling & attractiveness) by socio-demographic sub-groups
  • Detailed image with 20 attributes for both celebrity and brand
  • Benchmarks for celebrity
  • Fit of celebrity to 25 industries
  • Population representative by age (18-69 years), gender, region & education
  • Conducted online on our protected servers
  • Prepared results in a commented chart report

€ 6,900

  • 1 celebrity & 1 brand
  • 1,000 respondents
  • Awareness (visual & name) and popularity (sympahty, identification, role modeling & attractiveness) by socio-demographic sub-groups
  • Detailed image with 20 attributes for both celebrity and brand
  • Benchmarks for celebrity
  • Celebrity brand match and impact on likelihood to purchase, brand image & liking
  • Population representative by age (18-69 years), gender, region & education
  • Conducted online on our protected servers
  • Prepared results in a commented chart report

Feel free to contact us if you would like to test another celebrities simoultainiously or are interested in other countries or target groups.

The addition of further individual questions or items is possible as well.

Indicated prices are net prices an do not include VAT.

Individual solution desired?

You need an individual solution for your testimonial research or you still have a question? Contact us and we will find a solution.


  • High data quality
  • Very good accessibility of special target groups with low incidences
  • Organizationally smooth handling with a permanent contact
  • Excellent value for money
  • Short field times and thus fast project handling and fast data delivery
  • Our own global online panel, which is constantly being expanded
  • Long-term partnerships with our clients


What can we do for you?

Select the celebrities for your campaigns that best meet your goals. Work with the brands that benefit the most from your client. Testimonials are most successful when both partners work well together.

Often cooperations between brands and celebrities arise from a gut feeling or a personal soft spot. The consequences are high flop rates and negative image transfers from the celebrity to the brand or vice versa.

With the HUMAN BRAND INDEX ®, we have developed a unique tool that can be used to assess the potential and benefit of testimonials in advance. In over 70 countries, our own online panel allows us to determine within days what celebrities and brands are significant and how well they fit together.

We offer exact and target group specific insights to celebrities and brands. We allow advertising agencies and companies to safely select the right testimonial. We provide artists and sports managers with concrete data for negotiations with potential partners.


  • Visual and name recognition of celebrities
  • Sympathy, attractiveness, identification and role model
  • Ten image factors, including sincerity, professionalism, style and passion
  • Fit for 25 industries as well as association of celebrities with individual brands
  • Image of the participating brand
  • Match of celebrities and brand
  • Success of the celebrity in brand target groups by age, sex, region, income and marital status
  • Image transfers, customer acquisition, and KPI impact when conducting a testimonial
  • Accessibility of the target groups by media channels


  • A selection of the celebrities to be examined and, if applicable, the brands
  • Countries to be surveyed and, where appropriate, restrictions on the target group
  • Specifics of your project


Depending on the number of celebrities to be tested, we conduct an online survey with 500 to 2,500 participants. To measure the impact of a celebrity on a testimonial, we conduct a control group experiment in which participants randomly view different questionnaire contents.


To minimize project running times, we use teams to oversee orders across the entire market research chain - from the field phase to consultancy on the results. Nonetheless, online surveys for complete representativeness require a few days to allow even less responsive people to attend.

Get a Human Brand profile in 7 business days. For more complex projects, the duration is extended to up to 10 days. Should the time be short, our project leaders will be pleased to work with you to come up with a solution for your study.

Our global Online Access Panels

We support you worldwide in your market research with our own high-quality online panels. We have access to interesting target groups from the B2C and B2B sectors. We look after you professionally from the conception over the execution and - if desired - up to the analysis of the obtained data.

With our online access panels, we provide access to consumers in over 70 countries. The size of the country panels varies, but they all have one thing in common: a high quality.


The data quality that can be achieved with a survey via an online access panel depends, aside from a methodologically clean questionnaire and the sample, on many different factors. In order to meet our own high standards, we ensure our quality in all stages and leave nothing to chance.
  • Panel Recruitment

    Participants in our online surveys are registered members of our online panels www.mobrog.com and www.opinionhero.com .

    The panelists are actively and passively recruited through various channels such as telephone promotions, advertisements on the Internet or in newspapers, referrals, PR contributions, etc. We dispense with affiliate-driven channels, as the quality of these panelists is poor and nearly exclusively monetary driven.

    Each participant registers completely voluntarily and is not misled into making false promises to register.

    A geo-IP check ensures that the participant is actually in the country where he claims to be.

    Each participant must validate their e-mail address to submit survey offers.

    After registration, the participants will receive suitable surveys either via e-mail and / or app directly on their smartphone. Geo-IP-Check also validates the location in the right country.

  • Panel Care

    Participants receive a small remuneration as an incentive and appreciation. These can be paid out via PayPal. We do not work with non-transparent points systems, coupons or competitions as an incentive to participate.

    The profiles are maintained regularly: on the one hand, the participants are asked to update existing data. On the other hand, new attributes are always included in the profiling in order to ensure the widest and deepest possible sample selection.

    In case of persistent inactivity or quality defects, the profiles of the participants will be deleted. This allows us to predict response rates very accurately and to estimate to what extent we can support our clients with very specific requests.

    Attendance and withdrawal behavior of participants is monitored to detect fraudulent behavior. In case of abnormalities, the participant is excluded from our pool.

  • Field Phase

    Self-selection is excluded in our surveys. The participants are actively invited to the survey and can only participate in this way. In doing so, we do not inform the participants in advance about the topic of the survey. We avoid survey junkies by only occasionally inviting participants to polls.

    The quality of the answers will be checked during the field time (and not only afterwards) and any bad cases will be deleted. In the process, certain points in the questionnaire are checked for contradictions or implausible statements. Only clearly deficient cases are removed; there is no interference with the data integrity.

    As part of the surveys, we regularly include several quality questions that can only be answered if the participants have conscientiously read the survey.

    The actual location of the respondent is verified by the IP address. Furthermore, a multiple participation over different profiles is excluded by cookies. If panelists fall through our quality grid, they are excluded from the panel.

  • Data Quality

    After the end of the data collection, the data set is examined for poor response behavior such as pattern, processing time, etc. The algorithms used are up-to-date and are being continuously developed.

    We work on the motto "data quality and panelist quantity," and that pays off for us and our clients. Our high quality standards from recruiting to the continuous and careful maintenance of our panel by our qualified team are impressive: we have above-average response rates and a high degree of commitment from our participants.

    This results in an answer quality that meets the highest demands and is therefore a solid basis for successful market research projects of our customers.

How can we optimize your testimonial research?

Testimonial research is one of our specialties within brand research. Feel free to contact us or call us so we can talk about your project and our support in your market research project.

We are a member of the worlds most important Market Research association.

Barmbeker Str. 7a
22303 Hamburg

Phone: +49 40/69 45 366-0

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Barmbeker Str. 7a
22303 Hamburg

+49 (0) 40/69 45 366-0


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