Lab-Proven
Road-Ready
State-of-the-art spaces for
automotive market research
What? Where? Why?
You have never heard of Haan. This is about to change.
Haan is in the very heart of one of Europe’s most densely populated regions, the Rhein Ruhr metropolitan area. And that’s exactly where we built “the lab – Innovation Testing Center”: 18 million people within a 1-hour drive at most, including major cities like Düsseldorf, Cologne, Essen and Dortmund, our location is a market researcher’s dream.
“the lab” in Haan is the premier location for mobility research projects in NRW and beyond such as car clinics, focus groups, driving tests, UX tests, pricing conjoints or any other research project that requires space for vehicles, is suited for prototypes and comes with the latest tech to conduct these events.
Get in touch for competitive rental rates, availabilities or any other question you might have – we are here to assist you!
00. General
venue secured by alarm, hi-speed WiFi on whole premises (wired CAT available indoors as well), all stages can be entered with vehicles (own-car interviews, static, dynamic), high quality furniture can be reconfigured to your needs, additional standard furniture available, all office spaces air conditioned, stages heated. AC mains 230V CEE8 (“Schuko”) and 360V CEE16 throughout the whole building.
Get on our virtual tour or see venue floorplan in new tab
01. Main Stage (430m²)
wide-area LED lighting (2 levels, 6K cold white), grey epoxy floor, access via loading gate (WxH 4,25m x 5,40m). See in virtual tour.
02. Aux Stage (144m²)
separate or joint use with Main Stage via connecting gate, access via loading gate (WxH 4,25m x 5,30m) See in virtual tour.
03. Outdoor Stage (384m²)
roofed, 11kW AC chargers, perfect for dynamic and/or static studies for up to n=4 vehicles. See in virtual tour.
04. Focus Group Unit (31m²+36m²)
discussion room for up to n=8+1 participants, observation room for up to n=15 clients, both with view on Main Stage; dedicated A/V control room, latest A/V tech in 1080p, hi-end DSP microphones, streaming see virtual FGD room and observation room FGDO.
05. Optional multi-use spaces (15m² - 30m²)
Meeting 1 (36m²), Meeting 2 (21m²), Reception (30m²), Catering/Multipurpose area (30m²) with rooftop terrace (30m²), respondent Bar/Catering (15m²).
00. General
the following equipment is either built in and included with your booking and/or belongs to the lab’s inventory and can be booked easily. As we are aware that every project is different, talk to us about the ins and outs of your project.
01. Lighting
stages: wide-area LED lighting, 6K cold white, switchable between 400 and 750lux; discussion and observation room: dimmable warm white LED lighting
02. Network
WiFi6 (802.11ax) in- and outside, wired CAT indoors, gigabit fiber connection (250Mbits upstream) with redundant 100Mbits ADSL backup connection
03. Audio
FGD: high end ceiling microphone, A/V control room: DANTE audio networking, digital mixing console, redundant 44,1/48kHz solid state recording (WAV/MP3); observation room: monitor speakers or wireless encrypted audio transmission, multiple channels/languages, simtrans station
04. Video & Stimulus
fixed 1080p cam in FGD, SDI connectors, redundant solid state video recording (ProRes/H264 MP4), streaming: MS Teams, Zoom, handover of virtual USB webcam signal; up to 4* 65” 4K displays on rolling stands, additional displays and other dimensions on request
05. Furniture & Appliances
high quality furniture included; additional furniture available, color laser MFC, printing from USB thumb drives, shredder, laptops, 4K capable mini PCs, displays
06. Security equipment
metal detector arch, handheld metal detectors, camera & door seals
07. Electricity & Mains
230V CEE8 (“Schuko”) and 360V CEE16 available
00. General
you’re special, your project is special, your mom loves you. Fine.
Does your mom partition venues with hardwall screens or pipe&drape? Does she do full or partial carpeting? Does she have VR workstations or moving cameras? Wireless audio transmitters and headphones? See?
Ask for a quote to get costs for any of the items mentioned below. Ask for other items not mentioned below. We make it happen, just let us know your needs.
01. Additional furniture
chairs, tables, lounge furniture, cabinets, sofas, …
02. Hardwall screens & decoration
white expo screens to partition spaces, colored textile cloth for displays or covers, plants, flowers, pots, setup & support staff
03. VR equipment
bleeding edge computers, GPUs, VR goggles, VR techs & support staff
04. A/V equipment & staff
static & moving cameras, operators, drones, LED walls, front/back projection, wired mics, wireless mics, PA speaker systems, small displays, large displays, ridiculously huge displays, any kind of computers, audio & video mixing consoles, any kind of audio or video recorder, technicians & support staff
05. Security
experienced staff & security equipment.
06. Rental Cars
we get our competitor vehicles from JB Carconcept.
07. Catering
full crew catering with warm lunch and/or dinner, international cuisine with locally sourced ingredients, coffee specialties from professional touchscreen coffeemaker, buffets with cold cuts and cheese plates, small dishes for premium respondents, canapés & finger food for focus groups – with different options for dietary demands and preferences
00. General
what's our area of expertise as well and/or what’s also in the lab’s inventory and might be something for your project. Keep in mind that we are partners with Neumann & Müller and can access one of Europe’s largest pool of event equipment such as lighting/trussing, audio and video gear as well as experienced technicians. We also have an extensive network of trusted suppliers and we do automotive market research projects for our clients since 2011. Get in touch – we know how it’s done and we love supporting your success.
01. Dome cam
remote controlled 1080p cams, joystick controller
02. Forklift
3.5t forklift, 2m fork extensions, LPG-powered, licensed operator
03. CARGO
respondent recruiting & invitation management, KOL & experts recruiting, moderators, translators, receptionists, support staff, tablets – anything for a market research project
04. Dogs
we are an animal-friendly place because it is scientifically proven that petting dogs is good for your mental health
00. General
below please find some files we have compiled for you to download. If you are unsure if we can make your plans work, get in touch. Hint: we most definitely can.
01. PDF floorplan
see venue floorplan in new tab
02. the lab presentation
key facts and a few pics in this PDF presentation 2026 that you can send to your client
03. electronic press kit
this bundle contains all media content from above in a way it is easy to incorporate into your CI-styled presentations and documents
04. DWG floorplan
we can help you with 2D CAD floorplans. If you rather do it yourself, let us send you a DWG file by asking for one.
05. virtual venue check
Get on our virtual tour.
What have you done?
Well, since its inception in 2021, we have planned and conducted numerous projects in the lab for our automotive clients. We have fitted up to 5 physical vehicles or up to 16 VR booths using both Main and Aux Stage. We also used the whole Main Stage for only 6 respondents, 1 moderator and a video crew to show life-sized digital stimulus on LED walls or for computer based studies.
Here’s a small excerpt from what is possible. Get in touch and say hi for more information or to request a quotation.
Big boys
3 semi tractors, 1 seating buck with fully digital clusters and displays, 100 professional truck drivers and fleet managers over the course of one week. Qualitative in-depth-interviews with the target groups that matter to move small and big boxes. Or bulk cargo.
And by “boys”, we mean the vehicles because 5% of the sample were ladies.
Big toys
Did you just call me fat? No, but together with JB Carconcept, we delivered a Fat Boy among other fine 2-wheeled toys. More than 100 female and male bikers coming together to feed back on the latest Roadster classic and biking garments in interviews and focus groups.
Big show
You can rent displays of nearly all sizes and resolutions from us and our partner neumannmueller.com. And if one is not enough, we combine a couple of them for life-sized projections on canvas or LED walls. Several days of group discussions showing digital stimulus in the front while having 3 physical models to walk around in the back. We are walking the walk and let respondents talk.
Bring your own
One OEM wanted to hear details from their clients and invited them to come with their own vehicles and show exactly what they mean. Filmed by a moving camera and interviewed by distinguished moderators, this project generated insights not only from products already on the market and in daily use but showed upcoming concepts in direct contrast. Three days of cars going in and out the door, packed with back-to-back IDIs.
Come join us for conjoints
Market entry, pricing strategies, trims and associated costs – conjoints are one of the most used tools to get answers on these pressing questions. 1 pre-series vehicle and 4 competitors in the Main and Aux stage were looked at from all relevant angles - first impressions, final assessments and matters of price sensitivity were explored by over 200 respondents in quantitative tablet questionnaires, computer based conjoints and focus groups.
For real? No, virtually.
Have three different headlight designs compared? Changing the display size while you are seated? Virtual reality (VR) allows not only for that but also enables clients to get feedback from their customers early on in the product lifecycle without the need to build physical models.
Powerful machines with powerful graphics cards and cutting edge VR goggles allow for an immersive experience while your premium customers enjoy a flat white with some freshly baked pastry from our catering team. For real.
Virtual? Like online? Or physically as in “central location test” (CLT)?
Yes. That means both. Either or. Or and. As you wish and what your budget allows.
In this case, a client wanted to test a software component of their sales process. 100 respondents did it on a computer station in the lab as a CLT, 450 more did it in online sessions spanning over 2 months. An enormous interviewer pool took good care both on site and in video call sessions. We recorded >1TB of footage and stoically managed participation links, staff and files.
Virtual and physical?
Why, yes? First show respondents your concepts on a big screen. Then let them experience the smell, look and touch of surfaces and materials for an immersive and complete impression. Premium customers expect premium surroundings, that’s why we roll out the red carpet for you. Most of the times, it is some shade of grey though but we also have plants and colorfully decorated canapés between quant slots and focus groups.
They see me rollin’
But before that, you see us setting up in-car video recording from 3 different angles with discrete recording of all 3 cameras and an additional picture-in-picture video stream. Full HD with pristine audio from dedicated microphones in a moving BEV put through its paces on urban roads and the nearby Autobahn while being interviewed by trained qual staff. And yes, that wiring will look tidy and pretty when finished.
And yes, that wiring will look tidy and pretty when finished.
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