May 12, 2026 | Innovation
Innovation projects almost always begin with enthusiasm. There are ideas, sketches, technical possibilities. Teams talk about scaling, differentiation, competitive advantages. And exactly here, in innovation development, a quiet but consequential shift in perspective...
Feb 9, 2026 | Target Group Segmentation
A truly good persona does not only answer the question: “Who is the target group?” Above all, it provides the answer to the crucial question: “Why do they decide the way they do?” Nevertheless, personas in market research are often misunderstood or misused. In...
Sep 25, 2025 | Brand Image
Brand image is a decisive factor for the success of a company. It influences how customers perceive your brand and whether they identify with it. To manage your brand image effectively, it is essential to measure it regularly. However, marketing managers face a number...
Jul 16, 2025 | Corporate Market Research
Insights Managers provide valid information about the market and customers, thereby creating an important foundation for decisions. They therefore have an important function within the company. However, how strongly they are actually involved in strategic decisions...
Jun 3, 2025 | Brand
Brands must continue to hold the steering wheel firmly even in stormy times. Brand models help those responsible for brand management shape the central positioning. However, rapidly changing trends and technological developments increasingly force those responsible to...
May 26, 2025 | Market Research Consulting
An optimally structured market research briefing is the decisive foundation for gaining the highest ROI from your market research investments. Because only in this way will you get exactly the insights you need for your marketing strategy. The art of market research...
May 20, 2025 | Corporate Market Research
Successful brands have one thing in common – they have their own corporate market research.This helps them collect important information about customers and markets. Because they need this information for their strategic decisions. But not every company has corporate...
May 13, 2025 | Corporate Market Research
Information about markets and target groups is essential for successful business management. But not all companies can afford their own market research department. However, they can make use of the advantages of an external corporate market research department. This...
May 13, 2025 | Market Research Consulting
“How can I make sure that the results of our market research studies are well understood by all stakeholders?” or “What can I do to ensure they lead to effective strategies and actions?”These are questions many corporate market researchers ask...
Mar 27, 2025 | Brand Research
Due to digitalization, companies are under constant observation. Customers, employees, investors, and the public form opinions –about products, services, and the company itself. But how can companies measure and manage these perceptions? This is where brand tracking...
Feb 24, 2024 | Target Group Segmentation, Target Group Segmentation, Target Group Segmentation
As a marketing professional you want to be sure that you address the right target group segments. They should support marketing strategies and operational actions. However, it often happens that the created target group segments are statistically distinct but not...
Dec 5, 2023 | Corporate Market Research
Market research should be worth doing. Therefore it is important to achieve a high market research profitability in all market research studies. Because the insights about markets and customers are the basis for a successful corporate management. Especially in markets...
Aug 23, 2023 | Knowledge Management, Wissensmanagement
As an executive in the top mangement, you face the daily challenge of capturing important information quickly and making strategic decisions based on it. It is important to keep an overview and to make the right deductions. A meaningful management summary is helpful....
Apr 20, 2023 | Brand
What company values do we stand for? It seems like a simple question. Coherent Company Values: However, when implementing the results of brand positioning studies for product or employer brands, and in team coaching, I have found that this question is not always...
Apr 14, 2023 | Trend Research
In addition to political and economic framework conditions, various changes such as digitalization have a significant impact on the way companies operate and their structures. Furthermore, there are several shorter or longer-term consumer trends, such as the...
Mar 14, 2023 | Market Research Consulting
Market Intelligence Manager Coaching Corporate market researchers, also known as Consumer or Market Intelligence Managers, have various roles within the company. They are leaders of market research projects, internal service providers, consultants, or moderators....
Feb 13, 2023 | Brand
A targeted employer branding is becoming increasingly crucial for many companies. They struggle to attract and retain a decreasing number of skilled workers. Numerous factors make it difficult to attract and retain potential employees. Here under are a poor industry...
Oct 11, 2021 | Corporate Market Research
Generally, conducting market research tender doesn’t rank at the top of marketers’ lists of priorities. For one thing, such research – if carried out properly – is time-intensive. Secondly, the numerous methods and variegated skill sets offered by market...
Oct 7, 2021 | Insights Activation
Insights Activation WorkshopTurning market research into market success Market research delivers valuable data – but true success lies in activating those insights. Our Insights Activation Workshop helps you make the most of your market research results and turn them...
Oct 7, 2021 | Brand
Owners of strong brands are aware of the particular brand drivers that strengthen their brands and increase the probability of market success while differentiating them from the competition. Properly implemented, the brand drivers will develop their own, unmistakable...
Oct 7, 2021 | Knowledge Management
Knowledge – as we all know – is power. Hence the reluctance, at times, of those responsible in the company to share knowledge; they want to render themselves indispensable. It is only with sound knowledge management that market research data can be...
Oct 5, 2021 | Method
Recently introduced channels for interactive advertising and communication require businesses to engage in continuous social media monitoring and analytics. Doing so is the only way that companies can measure both the effectiveness and efficiency of their...
Oct 5, 2021 | Brand
What is your company’s raison d’être? What added value do you offer your customers? Why is your company better than any other at providing that? Questions such as these must be raised – and not just by start-ups. Even seasoned, long-established branded goods...
Oct 5, 2021 | Innovation, Innovation
How do I write verbal concepts that will increase the success rate of my innovations? This is a question we frequently encounter. An important criterion for success is a strong consumer insight – to assist companies in designing their products and marketing...
Oct 5, 2021 | Brand
For brand positioning, many companies use models such as the brand key or the brand steering wheel. Other figurative models include the brand pyramid, the diamond, or the lighthouse. These models usually contain elements such as functional and emotional benefits,...
Oct 5, 2021 | Market Research Consulting
Only an unbiased, objective market research consultancy can generate targeted insights and convert them into competitive advantages and sales. How can customer and market insights be fruitfully exploited? What prerequisites are required? Here we’d like to suggest some...
Oct 5, 2021 | Brand Equity
Brand equity, as the central control variable in brand management, can be regarded from a financial as well as from a behavioral perspective. In financial terms, brand equity represents the value of all future cash surpluses the company is able to generate from the...
Dec 13, 2019 | Brand
Digital transformation exerts an ongoing influence on brand management. Companies will continue to succeed only if they can preserve their brand’s essence – while at the same time adapting to evolving contextual circumstances or pursuing their own visionary momentum....
