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
Company 2017-07-04T15:36:04+00:00

Psychological Research Agency
Strategic Think Tank

What we stand for

concept m combines in-depth psychological research, quantitative research and marketing consulting in an unique way.

Based on decades of industry know-how in interdisciplinary teams, we offer our clients customized project designs, which help you to manage your complex marketing tasks.

Our activities focus on national and international projects dealing with motivation insights, segmentations, brand management, communication, innovation and marketing – from ad-hoc studies to extensive strategic consulting.

In our projects we feel particularly committed to the following values: scientific aspirations, investigative curiosity, practical relevance actionable results. concept m is run by Rochus Winkler, Dirk Ziems and Thomas Ebenfeld. The company operates internationally in more than 40 countries and employs more than 50 research consultants worldwide.

Market Research and Consulting: Unlock your Potential – Implement Knowledge


84 Brook Street
London W1K 5EH
United Kindgom

+44 20 7129 1150


Agrippinawerft 22
50678 Köln

+49 (0)221 92359010


Rosa-Luxemburg-Str. 16
10178 Berlin

+49 (0)30 847124320

Los Angeles

3669 Valencia Ave.
San Bernardino, CA 91803

+00 1 (323) 984 7550


5F, CBC International Building, No. 16 Young An Dong Li,
Chaoyang District Bejing

+86 138 1163 1447

Global network with local researchers

We work in more than 40 countries with experienced local researchers who regularly employ our research approach. The local research teams guarantee high quality.

Intercultural approach

The local researchers are not only involved in the fieldwork but also in the analysis. This guarantees that the intercultural aspects of the research topics are fully considered.

Centralized project management of multi-country projects ensures systematic and consistent project management.

International references

We conduct international projects for mid-sized companies and large corporations, drawing on international experience in 10 different industries. Our share of international business is approximately 40%.

Management team

Dirk Ziems

Dirk Ziems

Managing Partner

  • Morphological market researcher since 1990
  • Up to 2008 managing director of ifm Wirkungen + Strategien, founding institute of morphological market psychology
  • Co-founder of ifm Australia in Melbourne (2005)
  • Founder of concept m (2008)
  • Numerous basic research projects and publications in the fields of method development, brand theory, media research, trade research and cultural psychology
  • Lectures and teaching assignments among other things at the University of Applied Sciences Berlin, the Berlin School of Law and Economics, the International Film School Cologne and the Private University of Applied Sciences in Göttingen
  • Regular speaker at branch congresses and marketing conferences
Rochus Winkler

Rochus Winkler

Managing Partner

  • Study of business administration and psychology in Bonn/Cologn
  • Practising morphological market and media research as well as strategic consulting since 1999
  • Visit to Asia in 2005 in a consulting and research capacity
  • Managing partner since 2008 (year of foundation)
  • Lectureship at the Fresenius University of Applied Sciences on “pharmaco-economics” among other subjects
  • Focus of work: national and international research in various industries, e.g. FMCG, food & beverages, services, media, telecommunications, energy, fashion, trade, healthcare, B2B, cultural psychological issues
  • Regular speaker at congresses and marketing conferences and visiting lecturer at universities
  • Basic research and numerous publications on market, media and cultural psychology in professional journals
Thomas Ebenfeld

Thomas Ebenfeld

Managing Partner

  • Qualified psychologist, academic studies in Psychology and Economics
  • Qualifications for analytical intensive counselling
  • Since 2011 qualification as psychological psychotherapist (depth psychology, WGI)
  • Graduate of the Academy of Market and Media Psychology in Cologne (KAMM)
  • Practising morphological market research and strategic consulting for over two decades.
  • Focuses of work: FMCG, media, healthcare, food & beverages, cultural psychological issues and international research
  • Numerous basic research projects and publications on market, media and cultural psychology


  • Founded in 2008 by the managing partners Dirk Ziems, Rochus Winkler and Thomas Ebenfeld
  • Emerged from ifm Wirkungen + Strategien, the founding company of the morphological approach
  • In 2010 set-up of the AlltagsStudio in Berlin – a totally novel research approach which is particularly close to everyday life and thus holds the prospect of gaining new understanding
  • Increasing internationalization
  • 2012: opening of the London International Office
  • 2015: opening of the Beijing Office
  • 2016: opening of the Los Angeles Office
  • Member of the market research associations BVM and ESOMAR



For more information please contact: bewerbung@conceptm.eu

For more information please contact: bewerbung@conceptm.eu


For more information please contact: bewerbung@conceptm.eu

For more information please contact: bewerbung@conceptm.eu



The campus is the think tank of concept m. You can have a look at our international research lab, gain orientation about trend themes and follow our publications, case studies and company news.

Institutional Market Researchers: Companions, Diplomats or Buddhas

In light of the current quality and trust debate, interpersonal values serve as an important link between manufacturer, institutes, and consumers. Here are some of these essential personal skills. Market researchers and doctors actually have something in common – people don’t call them when everything is going great. Okay, [...]

Ingvar Kamprads IKEA – The Psychological Factors For Its Success

He gave the world the double ended Allen Key, the “Billy” shelves (white, black and white, ash-tree-veneer brown) and KöttBöllar with cranberries. No obituary on Ingvar Kamprad’s passing misses counting the things that conquered our homes and embedded themselves deep in our collective consciousness. Little attention is, however, paid [...]

High-Income Earners Reject Universal Citizens’ Insurance

More comprehensive exams, shorter waiting times and sometimes lower premiums than for statutory health insurance: most beneficiaries of private health insurance advantages are healthy people with a high income. But which party does this target group vote for? concept m has examined exactly this question. After talks for a “Jamaica [...]

Understanding GenY – Video Statement by Rochus Winkler

GenY has become an omnipresent buzzword for market researchers as well as consumers who are confronted with it everywhere, from shopping streets and social media to TV reports. The young generation is also referred to as millennials – and many put the term in inverted commas because they are [...]

Wearing jeans is also an opinion – Market research in the Far East

Whoever approaches market research in the Far East with a Western mindset will soon hit a wall. No matter how far the lifestyle in the Far East, and especially in the major Chinese cities, is modeled on the Western way of life, the framework of cultural psychology – on which consumption [...]

Play test in market research with children – Publication Research&Results

How can market research explore children’s particular forms of expression? Dirk Ziems explains how the Scenotest helps analyse brands at a depth-psychological level in a way that’s appropriate for children. Children from 5-10 are a very special consumer group, very strongly driven by impulse in their behaviour and wishes. They [...]

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