10 years concept m in China

Dirk Ziems

New subsidiary in Shanghai – time to look back at milestones on the way to establishing our company in the largest consumer market of the future

10 years ago, concept m began conducting market research in China. In the context of international food studies we explored the product expectations of the Chinese consumers who, back then, often were still quite inexperienced.

Since then, the Chinese market has steadily risen in importance – and concept m has continuously grown within the Chinese market, providing in-depth-psychological qualitative and quantitative research with marketing and distribution consulting services.


We are delighted to be able to offer more flexible and efficient service for our clients in the Chinese market thanks to our new independent concept m Ltd. in Shanghai. As pioneers of qualitative-psychological market research in China we have gained experience in 12 industries and profound insights in all relevant local, social, and socio-demographic target groups through our in-depth explorations.

Our integrated concept of qualitative research, quantitative research and morphological marketing consulting has proven to be successful in the Chinese market as well.

In order to always keep you, our clients and market participants, up to date on our psychological research and consulting activities in China, we will launch the concept m China Blog in June, publishing posts in German, English, and Chinese.

The blog will deal with topics such as:

  • Cultural trends and their impact on Chinese consumers
  • Consumer trends in FMCG and premium markets
  • Digital innovations in Chinese marketing
  • Successful branding and communication in China


We are looking forward to welcoming you in China!
Dirk Ziems, Thomas Ebenfeld, Sami Wong, Rochus Winkler, Isaac Peng

Dirk Ziems
Dirk Ziems ist Experte für tiefenpsychologisches Marketing und berät auf Basis von Markt-, Medien- und Kulturforschung weltweit Unternehmen und Konzerne in zahlreichen Branchen und Ländern. Als Mitbegründer der Global Research Boutique Concept M und der Marketingberatung Flying Elephant begleitet er Themen wie die Adaption von Erfolgsprodukten in neuen kulturellen Kontexten, das tiefe Verständnis neuer Konsumgenerationen in China und USA, die Transformation der Werbekommunikation in der neuen digitalen Medienwelt oder die Neuorientierung der Brands in Post-Corona-Zeiten. Dirk Ziems ist auch als Gastdozent an verschiedenen Universitäten tätig.

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