Authentic research – how concept m operates in China

Dirk Ziems

In Beijing, concept m researches in a hutong (an alley where people lead their daily lives), rather than in a classic advertising district or business quarter. Our goal is to capture people’s everyday life as authentically as possible, to derive the insights which decisively determine consumer motivation.

We do this in Berlin and Cologne, and also in Beijing and every other location.

We believe that using local employees and avoiding a potentially distorting office atmosphere make it possible to bring to light information which would otherwise remain hidden. In global projects reaching beyond Asia, we also attach great importance to involving market researchers from the countries in question in the investigations, to avoid cultural misunderstandings.

In the concept m office in the Chinese capital, individual and couple interviews can be carried out as well as group discussions and workshops. The café next door to the offices can be used for studies on food and beverages. Naturally, we offer our research outside Beijing as well, in whatever locations are relevant for you.


Drop in and see us:

concept m China

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

Chaoyang District Bejing

Our offices in Cologne (+49 (0) 221 92359010), and Berlin (+49 (0) 30 847124320) will be happy to give you more information, or you can contact Sami Wong (sami.wong@test.local).


Rochus Winkler and Sami Wong

An interview in a relaxed setting

Thomas Ebenfeld, Sami Wong and members of the concept m team

Lively discussion

Source for cover picture: Joseph Sohm /

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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