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Understanding Consumers
– Driving Markets

We are an international company of psychological market researchers and marketing experts with a passion for investigating the everyday lives of consumers and developing successful strategies for your brands and products.

Our goal is to use what we learn from consumers to leverage your strengths in the market and flow seamlessly into your corporate processes.

We can do this because our research and consulting is rooted in morphological market psychology, an approach that allows us to identify and successfully harness hidden, unconscious consumer motives.

Our integrated approach takes a holistic view of qualitative and quantitative research and marketing consulting. Our clients profit from our knowhow in linking qualitative analysis with quantitative measurement to deliver precisely focused consulting.

VR, Preis, BVM, Methoden, Marktforschung,

concept m nominated for BVM Innovation Prize

The concept m team is delighted that our new integrative VR design test method has been nominated for the German Market Research BVM Innovation Prize. more >

Opel, Aschenputtel, Auto, Cinderella

Opel – the eternal Cinderella

Great brands are always great characters as well. Just as you might have a distant uncle in the family who made it big time and then sadly crashed and burned, you can see this in many great automotive brands.

more >

virtual reality, VR, smartwatches, Studie, Marktforschung

Virtual Reality and Wearables – close to the consumer

A depth psychological study by concept m and Initiative Media analyses for the first time success factors for using smartwatches and VR in brand communication. more >

Marktforschung, Studie, App, Wellness

To the hairdresser by app? – concept m study on wellness service portals

Apps are steadily increasing their role in our lives – a concept m-initiative study on the potential for new beauty and wellness platforms shows great opportunities in the wellness and beauty sector as well. more >


Research with everyday authenticity

Exact research into everyday moments and the emotions and dynamics experienced in these is a key to understanding the psychological performance of brands and products.

The complexity of daily life and individual actions in it makes it difficult for consumers to recall their actual behaviour unprompted.

concept m’s ethnographic everyday research makes it possible to be closer and more accurate about consumer behaviour in daily life.

To get even closer to this research goal, concept m created the ResearchHome, a fully-equipped research facility where test subjects can use and try out brands and products in daily life with a relaxed sense of wellbeing, just as if they were at home.

More about the ResearchHome

Everyday life for consumers is increasingly digital. More and more, they communicate through social media – not only by phone and in direct conversation, as they used to. To be authentic, research into daily life accordingly needs to incorporate the new forms of online communication. concept m has developed a unique toolbox for this which specially adapts the online interview, qualitative panel and other techniques to our psychological research standards.

More about the online research tools

We advise

Case Study, Getränkemarke
Case study

Beverage Brands

We research
target groups

Case Study, Car Sharing
Case study

Car Sharing

We create

Case Study, Content Marketing
Case study

Content Marketing



Campus is concept m’s think tank. Here, you can get a picture of our international research workshop, orientation on trends and topics, an overview of our publications and case studies, and the latest corporate news.

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 [...]

The integrated qual+quant screensharing interview

New options are constantly emerging in the digital communications world for integrating qualitative and quantitative survey methods. The qual+quant screensharing interview is an innovative interview method developed by concept m which combines the advantages of the CATI interview, the online questionnaire and the abbreviated in-depth interview via screen sharing, and [...]

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