„Consulting driven by research“

Our clients will tell you that what distinguishes us is sound marketing consultancy based on empirical research.

Consultancy stands for

Providing our clients with robust findings, inspiring ideas and new inputs in order to find sustainable solutions for them.

Research stands for

Finding out what goes on in your customers’ minds and hearts. To achieve this, we apply the latest findings in psychology and neuroscience in our “SELF & I” model.


The SELF & I model

decisions are conflict resolutions:

Conflicts define our lives:

Our SELF is greedy:
amazing taste, delicious! Irresistible!
Our I ensures moderation and control.
You can’t always eat that much chocolate, it’s unhealthy and makes you fat!
Our SELF wants to avoid unpleasant issues:
I don’t want to spend money without getting anything in return. What can happen to me anyway?
Our I is conscientious:
if something does happen, it will be a big problem. Take care of your family – avoid risk!
Our SELF is as curious as a child:
a new message! I mustn’t miss it. Let me read it quickly, nobody will see me.
Our I warns of consequences:
it’s not that important, leave it – if the police catches you, it will be expensive!

Areas of consultancy

Successful companies resolve their clients’ conflicts.
We support you in offering potential clients the best solution at the right time!

Target Groups & Markets:

Who is actually my target group and what drives it? Where does my market begin and where does it end? Is it big enough to be more than a niche?

Target Groups & Markets:

We find out how target groups solve their SELF & I conflicts, what they do and what they use

We analyze the market based on relevant data and detect what conflicts have not yet been solved

We look for those cultural and social changes which lead to emerging SELF & I conflicts, in order to facilitate development

Innovation & Product:

How can I increase my business? What opportunities should I grasp now, in order to lead innovation tomorrow? And what are the actual needs of my current and future clients?

Innovation & Product:

We identify SELF & I conflicts – and show how your products can solve them

We check how your products can successfully solve SELF & I conflicts better than those of competitors

We improve your product portfolio so that consumers consider them the best solution for their problems

Communication & Brand:

Is my message really reaching my clients? Does it meet their needs? Does my brand match their hearts and minds?

Communication & Brand:

Thanks to our story-telling approach, consumers will easily understand what benefits your products and brands offer

We investigate what SELF & I pattern explains your story best, whether consumers identify with it and how to improve it

We analyze what emotional and functional benefits your brand provides to consumers’ SELF & I and what touchpoints are most effective in emphasizing these benefits


In-depth psychology meets statistics. Qualitative research meets quantitative methods.

Qualitative Methods

Qualitative Methods

 Category, market and brand insights
   Co-Creation, Concept Lab & Conzept Screening
   Innovation workshops
 Brand perception and brand positioning
 Communication analysis and pitching

Using these methods:

 Focus groups & client workshops
 In-depth interviews
 Story-telling with Playmobil characters
 Eye-tracking & virtual reality

… and more. Get in touch with us!

Quantitative Methods

Quantitative Methods

 Market segmentation & brand architecture
 Driver analysis
   Concept tests, product tests, retail tests
   Potential measurement
 Advertising pre- and post-tests
 Communication & brand tracking

Using these methods:

 Face-to-face, CATI, online interviews
 Chip games
 Multivariate analysis
 Eye & mouse tracking

… and more. Get in touch with us!


Some of our successful clients:


We support you with a team of versatile, competent and committed colleagues

Melanie Sommer
Chief Executive Officer
+49 (211) 67 04 0 – 306
Thematic focus
Psychological analysis of consumer behavior
Qualitative research methods
Markus Schildgen
Research Director
+49 (211) 67 04 0 – 203
Thematic focus
Verification of consumer insights
Quantitative research methods


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