Köln +49 221 92359010 - Berlin +49 30 847124320 - London +44 20 7129 1150 - Los Angeles +1 323 984 7550 - Beijing +86 138 1163 1447|info@conceptm.eu

Understanding Consumers
– Driving Markets

We are an international company of psychological market researchers and marketing experts with a passion for investigating the everyday lives of consumers and developing successful strategies for your brands and products.

Our goal is to use what we learn from consumers to leverage your strengths in the market and flow seamlessly into your corporate processes.

We can do this because our research and consulting is rooted in morphological market psychology, an approach that allows us to identify and successfully harness hidden, unconscious consumer motives.

Our integrated approach takes a holistic view of qualitative and quantitative research and marketing consulting. Our clients profit from our knowhow in linking qualitative analysis with quantitative measurement to deliver precisely focused consulting.

Tiefenpsychologie in Zahlen

Depth psychology in numbers

concept m integrates in-depth interviews and focus groups with quantitative research and implicit measurement to convert the findings of depth psychology into concrete numbers. more >

Best Ager, Marktforschung, concept m . Morphologie

From best ager to restless ager

The attitude to life of best agers today is often governed by restlessness. But people who deny aging miss the chance to enjoy age-appropriate happiness. more >

food, Marktforschung, Snacking

Snacking today

Life is increasingly becoming “one continuous snack” – from the cereal bar for breakfast to dipping as a substitute for cooking in the evening.  more >

Mode, Zalando

Morphological Web UX Research

For digital consumers, surfing websites and online stores has become an everyday occupation. Because they are always on, current web design styles have a constant and powerful impact on consumers

more >


Research with everyday authenticity

Exact research into everyday moments and the emotions and dynamics experienced in these is a key to understanding the psychological performance of brands and products.

The complexity of daily life and individual actions in it makes it difficult for consumers to recall their actual behaviour unprompted.

concept m’s ethnographic everyday research makes it possible to be closer and more accurate about consumer behaviour in daily life.

To get even closer to this research goal, concept m created the ResearchHome, a fully-equipped research facility where test subjects can use and try out brands and products in daily life with a relaxed sense of wellbeing, just as if they were at home.

More about the ResearchHome

Everyday life for consumers is increasingly digital. More and more, they communicate through social media – not only by phone and in direct conversation, as they used to. To be authentic, research into daily life accordingly needs to incorporate the new forms of online communication. concept m has developed a unique toolbox for this which specially adapts the online interview, qualitative panel and other techniques to our psychological research standards.

More about the online research tools

We advise

Case Study, Getränkemarke
Case study

Beverage Brands

We research
target groups

Case Study, Car Sharing
Case study

Car Sharing

We create

Case Study, Content Marketing
Case study

Content Marketing



Campus is concept m’s think tank. Here, you can get a picture of our international research workshop, orientation on trends and topics, an overview of our publications and case studies, and the latest corporate news.

Further strengthening of the quantitative unit at concept m

Another prominent researcher joined the quantitative unit of concept m research + consulting on 15 January 2017. Dr Martin Schultze is moving to concept m from the Heinrich-Heine University in Dusseldorf, where he had been a research associate at the Institute of Social Sciences since 2010, with a break in [...]

Things are busy on the eastern front– why e-commerce is developing so fast in China

We shop online primarily on familiar platforms like Amazon or eBay. But what path will online shopping take outside Europe and the USA? Dirk Ziems and Sami Wong looked at the development of e-commerce in China and explain why this is already years ahead of the West. Singles’ Day on [...]

Animal welfare initiatives and ambivalent meat eaters

At the “Green Week” in Berlin the Federal Minister of Food, Agriculture and Consumer Protection presented the initiative: “Minding animals – a new way to improve animal welfare”. This initiative is committed to improving the conditions in which animals are kept in conventional farming. The Ministry’s initiative competes directly with [...]

To the hairdresser by app? – concept m study on wellness service portals

Apps are steadily increasing their role in our lives – a concept m-initiative study on the potential for new beauty and wellness platforms shows great opportunities in the wellness and beauty sector as well. The combined qualitative and quantitative study analyses the drivers and barriers for hairdressers, beauticians, masseurs and [...]

Virtual Reality and Wearables – close to the consumer

A depth psychological study by concept m and Initiative Media analyses for the first time success factors for using smartwatches and VR in brand communication. As media channels directly attached to the users, wearables have great potential, which has been largely untapped to date among both consumers and companies in [...]

Further growth of the concept m team

From 1st September 2016 our team of psychological research consultants will expand by five new colleagues at once: Julia Reinecke, Dominique Simon, Kira Zoschke and Stefan Piehl will join the […]

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