The institute offers the entire spectrum of available methods, from group discussions, in depth interviews and diaries to surveys based on larger samples. In terms of objectives, most of the surveys focus on base line studies, insight/motivation studies, success monitoring, advertising resonance measurements and advertisement tests.

One of SPECTRA's main areas of expertise is the concept test sector (i.e. investigation of the positioning and prospects for new products). The institute has developed a special survey approach (SPECTRA-CEPT), which – among other features – delivers a prediction of the new product's chances of success. More than 250 product concepts have already been investigated to date.