Marketing Cycle
You’re looking for a new product idea for your market segment? You’ve already got a product idea and are looking for the right market? You want to know why your product is or isn’t selling, and why your ads are hitting or missing the mark? No matter what your questions are, we approach the problem creatively and deliver practical answers, opening up new directions.
Innovation
Tailor-made, innovative projects in the areas of product, brand, services, POS and strategy, both B2B and B2C. We offer a variety of methodological formats such as innovation workshops with lead users, Metropolis Trips, Vision Labs with experts, or international co-creation labs – both as offline or online stand-alone projects or embedded in our future and trend research.
Markets
Fundamental studies on specific markets and categories provide deeper insights, a basic market and customer understanding and thus clear orientation for strategies or positioning – at a national, international and global level.
Target Groups
Diverse study designs to explore target groups, e.g. insight generation, segmentations, usage & attitudes, socio-cultural life and consumption styles, ethnic research, specific target groups (e.g. youth, 50+, decision-makers, migrants etc.). ICU™ – unique in the market – as an extension of our target group research expertise.
Brands
In-depth analyses of markets to place brand management and marketing strategies on a sound basis, for example with brand core analyses, positioning studies, value research, resonance research (brands – target groups), brand identity analyses, image checks and trackings. ICU™ – unique in the market – as an extension of our target group research expertise.
Products
Exploration of the complete “product history”, both of physical products and services, from innovation studies to product development and usage & attitudes, product evaluations and optimizations, packaging tests, Total Offer, handling, and customer or user experience.
Design
Exploration of the multi-sensorial perception of product designs (as a whole, individual elements) and their effects on consumers, understanding design as a holistic phenomenon also in the context of user experience. Therefore multi-method research, e.g. with instrumental procedures, semiotics – but always combined with tried-and-tested qualitative or quantitative research methods.
Packaging
Modular and multimethod exploration of packaging development, from status quo analyses with consumer and expert insights, co-creation workshops and concept development to optimization of draft packaging designs in implicit and explicit packaging tests (instrumental, combined with classic qualitative or quantitative methods).
Communication
Communication in all its strategic and tactical facets, starting with the development and verification of communication strategies, continuing with the analysis of concrete communication channels, classic tests and optimizations of creations at all stages (e.g. treatment, storyboard, TVC, print ads etc.) up to the measuring and control of advertising success (ad tracking).
Prices
Determination of the (monetary) value consumers attribute to products or services, also taking into account “consumer variables” such as price interest, price sensitivity, price image or price knowledge.
Touch Points
Testing and development of the customer journey along all relevant analog and digital touch points with specific qualitative and quantitative tools to understand and measure the role and relevance of these different points. Based on this analysis, identification of drivers and barriers, segmentation along the customer journey.
Shopper
Exploration of all facets of multichannel, shopper and retail marketing with combined approaches and methods, e.g. video-based observations, virtual shelf tests, Mystery Shopping, (digital) signage tests, innovation workshops, quantitative studies, eye tracking, web shop analyses, and many more.
