5-Year Anniversary of the ResearchHome

Dirk Ziems

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. Furthermore, it has also served us well in classic research with standardised settings.

For the anniversary of our ResearchHome there will also be a small series of events. We would like to name two of them here: on February 15th we are hosting the get-together of the QUAL 360 global conference at the ResearchHome. On April 22nd we are conducting a tour of the ResearchHome for 70 marketing professors on the occasion of the AFM meeting. We will announce further events separately because, of course, we want to celebrate with all those who have contributed to the success of our new research approach.

In the following we would like to present five examples of a setting where researching close to everyday life brings a particular added value – naturally accompanied by the wish for you to make use of the potential that market research in our ResearchHome holds for your products and services. Please do not hesitate to contact us!


Product Use Test

The ResearchHome provides an authentic setting for nearly all products of everyday life. The use of food products can be observed and analysed in the kitchen – at all stages starting with the packaging, then the preparation of the dishes and finally eating. In the living room it is possible to observe not only the test persons’ media consumption (TV, internet, print) but also the social dynamics governing experiences in the family. More

Persuation Test


Classic concept tests are sometimes like chalk-and-talk teaching at school: the test persons are shown something and are supposed to comment on it. Experience has shown that the learnings obtained in this setting are not always valid due to the latent defensiveness of the test persons. Therefore, concept m takes a different approach in the ResearchHome with the persuasion test. More


Hospitality and Catering Setting

Standardised food market research usually tests the products and brands in isolation. In everyday life, however, many products are used in a wider context. Whether it is the evening meal together with the family, a family that invites to a birthday party, or an employee who wants to celebrate promotion with his colleagues – in the ResearchHome we can come very close to emulating social hospitality and catering situations in everyday life. More


Media Research

We have used our ResearchHome setting for many clients to reconstruct how media consumption has changed and will continue to change. Our learnings make it possible for our clients to help shape this change and develop for example cross-platform offers which exploit the so-called “second screen effect”. More


Market Research with Children

Children are a special consumer group for whom the categories from the adult world have no validity. They encounter the world in a playful and magic way and need space to explore. For them brands frequently come alive as companions and role models – and they do not usually make their own purchase decisions but have to obtain their parent’s approval. Interviews with children require a different setting from those with adults. The ResearchHome has the advantage of allowing children to relax and be themselves because they feel at home. More

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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