The new style of consumption in China is dominated by the Chinese Generation Y, consumers born between 1980 and 1990. In an initiative study on the “Generation of opportunities", concept m identified the very specific psychogram of this generation of consumers, torn between tradition and Western ways.

Our digitalised culture offers many new opportunities for market research, but also a number of challenges. To maintain our insight into the highly complex everyday and consumer culture, market research has many new digital touch points available to take the consumer’s psychological pulse. With our morphological Qual Online Toolbox we can supply the appropriate research […]

A traditional juice brand which has been established for decades is looking for a new orientation in response to the new product and use trends, e.g. to-go drink situation or new power fruit flavours. The starting point for our brand advice is a comprehensive qualitative motivation and brand analysis which shows the potential target groups […]

A car sharing provider wants to know which target groups it can reach with an innovative service concept, and what potential business can develop from this. Our target group research has two phases. In qualitative interviews we draw up personality profiles covering sociodemographic psychographic and motivational aspects. A subsequent quantitative segmentation study builds on the […]

An insurance company wants to find new ways to contact customers and also decide which concepts for topic management and content marketing through social media channels are appropriate for its own provider brand and are promising with central target groups. In the first stage, we carry out a screening of previous best practice cases, including […]

Digital individual pricing makes microtargeting practicable for e-commerce providers. They can set their prices individually for each online shopper, based on location and likely purchasing power, time of day and probable mood for shopping,

Currently, there is much controversy about Minister of Justice Maas's plans to limit and ban sexist and misogynist (gender discriminatory) advertising. How should we evaluate the ban on sexism in advertising from the

concept m pflegt als führendes Forschungsinstitut und strategischer Think Tank einen regen Austausch mit der Wissenschaft. Die Managing-Partner von concept m sind gern gesehene Gastdozenten und Gastreferenten an Universitäten und Fachhochschulen.

What does Generation Z have over Generation Y? Every generation shapes its lifeworld and consumption world in its own way. The gathering pace of technological and social change also shortens the intervals between clearly differing consumer generations. The gap between Generation Y (25-35 today) and Generation Z (15-25) is only ten years, and the categories […]

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