Study results and pharmacy typology make possible custom-fit OTC marketing
Dusseldorf/Cologne, 4 […]
P&A Insights 2016 Conference Paper: Cultural Psychological Market Research for KIK
Markets Brands Methods. This was the title of the Insights Congress 2016 organised by Planung & Analyse at the start of June. Rochus Winkler (concept m) […]
The path taken by concept m in 2011 was new and good, as the past five years have shown. By establishing the ResearchHome we set the standards in market research based on everyday life.
The fully furnished research home in the centre of Berlin allows us to observe consumer behaviour in an authentic environment. The ResearchHome has satisfied the long-standing demand for a more biotic design of research and inspired many researchers to take new approaches. […]
The trust in brands and products has been a big consumer issue in China since time immemorial. Over the years, the research of concept m has repeatedly confirmed this. The creation of trust is also the thinking behind the new national regulations for advertising which apply to all companies selling products or services in China. Here is an overview of what is allowed – and what isn’t: […]
Brands are not present in China like they are in the West; the world of western consumption with its diversity and its magnificent brands only started to enter China around 15 years ago. As the providers are unable to draw on a long tradition like they can in Europe or the United States, they are basically understood differently by Chinese consumers and seen in a different context. […]
Digitization of the sales force is a truly controversial issue at present. There really are clear arguments in favour of digitization, lower costs being only the most obvious one. In the background, new and efficient possibilities of customer retention exist. In many cases, a digital form of communication is superior to the classic visit of a sales rep in making the information understandable and memorable. […]
The image of the pharmaceutical industry is primarily determined by the media for a large part of the population. The media often supply their readers, viewers and listeners with stereotyped, exaggerated accounts. Headlines like “pharmaceutical industry: ‘comes right after drug dealers in reputation’” (Focus online) evidently coincide with the consumers’ expectations. […]
Best agers are generally considered to be high spending, keen to consume and conscious of quality. They are 50 and older, are established in working and private life, but are still curious and like to make enterprising use of their newly acquired freedom once house or flat has been paid off and the children have left home. At any rate, that’s how this target group is commonly described – but is this really true? […]
Managing a home used to be a prestigious activity. The person responsible for this, usually the housewife, basked in the glory of successfully cleaned laundry and home. The communication of brands corresponded to the standing of the task.
For instance, the cleaning product “Der General” gave the housewife the feeling of leading a crusade against dirt in the home. […]