Commissioning a study takes four weeks to six months, depending on the format. What matters first is not the budget but the question: the clearer it is before the start, the faster and cheaper you get a robust result. Price is driven mainly by primary research, the number of markets and the need to stand up to public scrutiny.
Question first, method second
Most commissioned studies do not fail on data. They fail on a vague question. “We want to understand the market better” is not a question. “Is entering Austria worth it, and through which channel?” is one. From the second you can derive a method, a timeline and a budget.
Before you approach an institute, settle three things:
- Occasion: Why now? Investment, market entry, policy debate, strategy.
- Decision: What will you do differently depending on the result? If the answer is “nothing”, you do not need a study.
- Use: Internal basis for a decision or public reference study? That changes method, quality assurance and timeline.
Three formats, three timelines
| Format | Duration | Guiding question | Output |
|---|---|---|---|
| Light study | up to 4 weeks | What do I need to know before I decide? | Short study and results meeting |
| Complete study | 2 to 3 months | Where is the potential, and how do we capture it? | Study report and presentation |
| Enterprise study | 3 to 6 months | Will the evidence stand up to public scrutiny? | Publishable study |
The light study works with desk research and selected expert interviews. The complete study adds primary research, a model or scenarios. The enterprise study covers several markets or serves as a reference study, with an academic partner, modelling and sensitivity analyses.
The process in six steps
- First call: question, occasion, decision timeline and intended use.
- Proposal: within a few days, a proposal on study type, method, timeline and fee.
- Design before the start: question, method, sources and use are agreed in writing before fieldwork begins.
- Fieldwork: desk research, interviews, survey or model. A 30 minute status with your project team every two weeks.
- Interim results: first findings and course correction, around week six in a complete study.
- Result: editing, quality assurance and fact checking, then the results meeting and, on request, publication.
What drives the price
| Cost driver | Why |
|---|---|
| Primary research | Every interview and survey needs recruiting, fieldwork and analysis. Desk research is cheaper but only tells you what is already known. |
| Number of markets and audiences | Three countries or four audiences mean three or four samples, not one. |
| Model and scenarios | Impact modelling or simulation needs data preparation, assumptions and sensitivity analyses. |
| Public robustness | A study that must stand up to policymakers and press needs an academic partner, review and documented methodology. |
| Time pressure | If you need a result in four weeks, you get a narrower question. A fast study is not a small one, it is a focused one. |
We do not quote flat prices, because for studies they mislead. After the first call you receive a proposal with a clear budget.
How to recognise a serious institute
- Open outcome: the result is not fixed when the study is commissioned. A serious institute turns down assignments with an expected result.
- Ownership of method: you agree question and design together. The institute owns analysis and conclusions.
- Transparency: published studies name client, partners and funding.
- Open assumptions: sources, assumptions and calculations are documented so third parties can follow them.
- Recognised standards: for example ISO 20252 for market and social research or CHEERS 2022 for health economic evaluations.
Case: the ELFBAR study
HG Innovation Limited, owner of the ELFBAR brand, commissioned an impact study from IWCI: what does switching from smoking to vaping mean for disease burden and healthcare costs in Germany? IWCI conducted it independently with IU International University of Applied Sciences, using a microsimulation of 200,000 synthetic life courses. Result: €15bn to €75bn lower direct healthcare costs from 2026 to 2040, depending on the scenario. Presented in Berlin in April 2026, with client and funding disclosed. Key figures and method.
FAQ
What does a commissioned study cost?
It depends on the question, primary research, number of markets and intended use. After the first call you receive a proposal with a clear budget.
How long does a commissioned study take?
A light study up to four weeks, a complete study two to three months, an enterprise study three to six months.
Can the client influence the result?
No. Question and design are agreed together, the institute owns analysis and conclusions.
Can a commissioned study be published?
Yes, as a reference study. It then names client, partners and funding, and method and assumptions are documented openly.