Cologne +49 221 92359010 | Berlin +49 30 847124320  Los Angeles +1 323 984 7550 | Shanghai +86 158 1150 1353 | Mail info@conceptm.eu

Knowing what moves customers

Qualitative research methods

Based on morphological market psychology, our qualitative research identifies the decisive unconscious motives and motive tensions to product use, purchase decision and brand experience. The result: a sound understanding of your market, your customers and your brands.

Decoding unconscious consumer behavior

The decisive motives are unconscious to consumers. With our morphological in-depth interviews and group discussions, we have proven tools to precisely identify the unconscious drivers. Your advantage: based on our depth psychological research results, you can align your products, brands and communication more precisely with customer needs.
In-depth interviews
In Gruppendiskussionen können die Gruppeneffekte, die die Meinungsbildung über Produkte und Marken bestimmen, besonders gut entschlüsselt werden. Die Kunst liegt dabei in der psychologischen Moderation, die die Gesprächsdynamik in die richtigen Bahnen lenkt.
Group discussions
In group discussions, the group effects that determine the formation of opinions about products and brands can be deciphered particularly well. The art here lies in psychological moderation, which steers the dynamics of the conversation in the right direction.
Friendship-Pair-interviews
Interviewing friends and acquaintances together in a double interview makes it possible, on the one hand, to go into great detail about individual perspectives and, on the other hand, to stimulate a discussion process in a familiar atmosphere.
Projective and creative techniques
Consumers' experience and behavior is determined by inner images that are often unconscious and difficult to verbalize. Through projective and creative techniques such as collaging, picture sorting and the like, these images become accessible for research. The special competence of our moderators lies in analyzing together with the test persons which meaning the picture associations have.
In-Home-Interview
In Gruppendiskussionen können die Gruppeneffekte, die die Meinungsbildung über Produkte und Marken bestimmen, besonders gut entschlüsselt werden. Die Kunst liegt dabei in der psychologischen Moderation, die die Gesprächsdynamik in die richtigen Bahnen lenkt.
AlltagsStudio-Settings
In Gruppendiskussionen können die Gruppeneffekte, die die Meinungsbildung über Produkte und Marken bestimmen, besonders gut entschlüsselt werden. Die Kunst liegt dabei in der psychologischen Moderation, die die Gesprächsdynamik in die richtigen Bahnen lenkt.
In-Store-Interview
Freunde und Bekannte gemeinsam in einem Doppelinterview zu befragen, ermöglicht es, einerseits sehr detailliert auf die individuellen Perspektiven einzugehen, andererseits aber auch einen Diskussionsprozess in vertrauter Atmosphäre anzuregen.
In-Company-Interview
Das Erleben und Verhalten der Konsumenten wird von inneren Bildern bestimmt, die oft unbewusst und schwer zu verbalisieren sind. Durch projektive und kreative Techniken wie Collagieren, Picture Sorting u.ä. werden diese Bilder für die Forschung zugänglich. Die spezielle Kompetenz unserer Moderatoren liegt darin, zusammen mit den Testpersonen zu analysieren, welche Bedeutung die Bildassoziationen haben.
Pre-Tasks und Diaries
Consumers' experience and behavior is determined by inner images that are often unconscious and difficult to verbalize. Through projective and creative techniques such as collaging, picture sorting and the like, these images become accessible for research. The special competence of our moderators lies in analyzing together with the test persons which meaning the picture associations have.

Getting closer to real everyday life

To understand consumer behavior, it is becoming increasingly important to observe consumers live in their everyday situations. In interviews, it is often not even spontaneously available to consumers how exactly they incorporate products and brands and their psychological promises into their everyday lives.

Our Morphological Analysis Tools

Based on our decades of experience, we have developed tailor-made morphological analysis tools for the diverse questions of marketing.
Depth psychological motive analysis
With our tool of motive-impact units, we decipher which unconscious drivers lie behind consumer behavior. This provides us with fundamental insights that successfully guide the targeting of groups and the alignment of products and brands.
Behavioural Journey Mapping
As part of our customer journey research, we have developed a special set of tools that meticulously analyze the processes involved in the purchase decision and product experience. The resulting findings on consumer touch points and critical incidents are used to better address the phases of the buying process and strengthen consumer loyalty.
Morphological segmentation tools
As part of our ethnographic motive research, we develop precise, case-specific segmentation models that differentiate either between different target group personas or product usage forms or purchase decision forms. These segmentation models provide a valuable basis for further strategic course setting.
Image Analysis & Brand Decoding Tools
Our brand decoding tools enable a deeper understanding of brands. What constitutes the significance of brands in the everyday lives of consumers, how they are perceived and act as brand personalities, to what extent they help to move deeply rooted brand myths and what requirements there are for their further development - our brand decoding tools break all this down.
Advertising effectiveness optimization
With our advertising impact analysis tools, we decipher how the various advertising media, formats and channels generate and control advertising messages and which messages ultimately reach consumers. Based on these findings, we can make very specific recommendations for optimizing advertising media.
Innovation Labs
With our Innovation Labs, we enable consumers to be involved in the innovation and product development process. In innovation workshops, we find out which trends new successful products are based on. In concept clinics, we develop new product ideas to market maturity by going through iterative optimization steps in the research process.
Qualitative Online-Panels und Insight Communities
In the age of user forums and personal blogs, consumers are used to sharing their product experiences in detail on social media. With online panels, we use this new communication culture for our market research purposes.
Online interviews, online focus groups and live chats
When test subjects are difficult to reach or regionally widely scattered, these online interview forms offer advantages over face-to-face interviews and groups. With our special interview methods, we achieve a high level of customer proximity despite online distance.
Morphological Web User Research
Our web user research goes beyond classic web usability and UX research because we capture the psychological dimension of interaction with websites and online stores during web sessions with test subjects.
Geo-Tagging
Special smartphone apps can be used to precisely track the location data of test subjects while shopping. Qualitative interviews on shopping experiences and store experiences can be more precisely targeted on the basis of information on visit frequency, visit times and pre- or follow-up activities.

Qualitative online tools for digital customer touchpoints

We explore the everyday digital lives of today's consumers and media users with innovative digital and online tools.

concept m's quantitative research provides the important data.

We measure what is relevant.

Know what is relevant

Quantitative market research

Every decision in marketing is a weighing of alternatives. So it's good to have reliable figures for possible decisions. The quantitative research of concept m delivers exactly this data - we measure what is relevant. Our claim: We put depth psychology into numbers. Our numbers are relevant because we ask the right questions.

Consistent integration of qual and quant

Our quantitative research is based on our qualitative insights. Project management from a single source and consistent dovetailing of the research process ensure that there is no transfer loss between qualitative and quantitative research.
Personal interviews in the test studio or in-home (F2F)
Face-to-face surveys take place within a fully controlled environment, which we can thus also guarantee in our everyday studio or the Cologne test studio. In this way, we ensure a high level of internal validity. In-home surveys guarantee maximum comfort for the subjects even with sensitive topics.
Online research (CAWI)
Many target groups are still best reached by telephone. With the help of our partners, we guarantee you population-representative samples.
Telephone interviews (CATI)
Many target groups are still best reached by telephone. With the help of our partners, we guarantee you population-representative samples.
Written surveys (PAPI)
We can conduct a classic paper and pencil survey independently of location and very flexibly. If you wish, we can work closely with you on the design of the questionnaire.
Behavioral observations
The observation of target persons or groups is conceivable in a wide variety of scenarios and models: at the POS, watching television or in a home environment. High quality of information is guaranteed by objective execution.
Field explorations at the POS
Field exploration takes place very close to the reality of consumers' lives. Interviewing at the moment of truth minimizes memory losses that can occur with time-delayed interviews. The external validity of the results is increased. We interview your target group at the POS or conduct product tests in food retailing (LEH).
Secondary research
Sometimes it makes sense to first evaluate existing information before setting up a new investigation. By intelligently linking existing insights, primary research can also be made more precise.
Cluster analysis
Cluster analysis enables us to identify similar, psychographic customer characteristics within your survey data. In this way, we succeed in forming homogeneous personality types of consumers. The customer segments can then be confirmed and optimally described with the help of qualitative research.
Conjoint-Analysis
Conjoint analysis allows us to examine different product combinations (e.g. materials, shapes or colors) in terms of their approval or rejection by your customers. As a result, you receive recommendations regarding the optimal combination of product features.
Factor analysis
With the help of factor analysis, we can uncover relationship correlations in your data. In addition, we can condense the information and reduce it to the underlying characteristics. It is also possible to investigate hypotheses, such as purchase intentions or loyalty.
Context analyses
To investigate a possible connection between causes and effects, we use the proven methods of correlation and regression analysis. In this way, we can find out to what extent, for example, price, income and the advertising budget used have an impact on the sales of your products.
Correspondence analysis
With correspondence analysis, we can visualize your complex data and make recommendations for action to position your products.
Price Sensitivity Meter/Van Westendorp
With this method, we measure how your customers' willingness to pay behaves. This allows us to determine how consumers face a certain price level and determine the optimal price for your product.

Higher item quality - Higher validity

The quality of quantitative research stands and falls with the fact that the items measure what is really relevant. On the basis of our qualitative, in-depth psychological research, we know the language in which consumers speak about consumption topics and which item formulations can be used to capture subtle meanings.

In-depth-Implicit Measurement

We use innovative implicit measurement methods to track down the unconscious components of response behavior. In this way, we once again significantly increase the validity of quantitative measurement.
Reaction time measurement
To find out how spontaneous and unreflective a subject's reaction is, we can measure reaction times, for example, in sports judgments. These measurements are an important implicit indicator that allow conclusions to be drawn about unconscious drivers in customer behavior.
In-dept-Implicit Brand Research
With implicit brand research, we pursue an innovative direction in quantitative market research. The actual drivers of consumer behavior when buying a brand are investigated.
In-depth Implicit Comms Research
We have developed a toolbox that combines in-depth qualitative psychological methods with implicit measurement. This enables us to identify key success and failure factors in advertising, such as first vs. second screen. We underpin our qualitative methods with representative statistical measurements from impact research.
Apparative research
With modern apparative measurement methods such as eye tracking or other physiological measurement methods such as skin resistance and EEG to record effect and arousal, we can investigate behavior and communication effects in a very targeted manner.
Car Clinics
Car clinics are intense experiences where consumers can directly engage with the vehicles and describe their perceptions. The successful organization, in-depth psychological interviewing and methodical analysis work are crucial for the success of strategic and operational marketing.

Our insights are relevant,
because we ask the right questions.

Convince yourself!

Implementing what moves forward

Strategic consulting

As a morphological institute, Concept m offers customized solutions: Market research is a fundamental basis, but insights alone will not get you anywhere. Companies that know how to fully exploit the action potential of these insights have a head start.
concept m's morphological consulting acts at the interface of research and practice, supporting companies in all phases from the initiation of marketing processes to the implementation of strategies.

We are familiar with your challenges

Our consultants have had a classic career in the marketing departments of well-known companies, have in-depth knowledge of corporate processes and are familiar with the instruments of strategic and operational brand management. This enables us to quickly speak a common language with marketing decision-makers and derive clearly understandable recommendations for action.

Face-to-face surveys take place within a fully controlled environment, which we can thus also guarantee in our everyday studio or the Cologne test studio. In this way, we ensure a high level of internal validity. In-home surveys guarantee maximum comfort for the respondents, even with sensitive topics.
We apply the right tools to answer your questions about the digital world. Multimedia use makes the survey seem playful. Data protection is obligatory for us.
Many target groups are still best reached by telephone. With the help of our partners, we guarantee population-representative samples.
We can conduct a classic paper and pencil survey independent of location and very flexibly. If you wish, we will be in close contact with you when designing the questionnaire.
The observation of target groups is conceivable in a wide variety of scenarios and models: at the POS, while watching television or in a home environment. High information quality is guaranteed by an objective execution.
Field exploration takes place very close to the reality of consumers' lives. Interviewing at the moment of truth minimizes memory losses, which can occur with time-delayed interviews. The external validity of the results is increased. We interview your target group at the POS or conduct product tests in food retailing (LEH).
Sometimes it makes sense to first evaluate existing information before setting up a new survey. By intelligently linking existing insights, primary research can also be made more precise.

We turn "Big Data" into a "Big Picture"

The well-founded practical experience in combination with several years of training in morphological market psychology enables our consultants to link quantitative and qualitative information and to penetrate even complex contexts in such a way that a transparent "big picture" emerges from complex "big data". In this way, the value-creating potential of information and psychological insights can be derived and transferred into target-oriented marketing concepts.

We see ourselves as companions with depth and vision. Our knowledge of cultural-psychological changes enables our consultants to always keep an eye on the resulting demands on your company and your brands.

It is our claim to stand by your side in times of change as a guiding companion - in small or large steps. That's why we don't offer "off-the-shelf" consulting, because we respect the individual challenge of each task and are convinced that "patent solutions" do not do justice to the importance of entrepreneurial decisions.

LET'S START

Contact us!

Our advice

We look forward to hearing from you, by phone or mail.

Our newsletter

Subscribe to our newsletter for news, publications, case studies and congresses.


    envelopephone-handsetConsent Management Platform von Real Cookie Banner