Agency

 

Smart research for fresh designs 

There’s a great deal more to design research than aesthetics and ergonomics. Design research investigates all the marks a company makes when it comes to shaping the human-brand-product relationship.

We accompany brands and products throughout their life cycle. Accordingly, our work begins even before markets exist, starting with the identification of relevant consumer insights and the development of sustainable product ideas. It investigates expectations and explores emotional and functional requirements. It measures the success of the initial concepts and draft designs for products and packaging prior to launch. And it checks the impact of a wide range of marketing policy instruments, all the way to diversification and relaunch.

At the same time, the focus is not so much on measuring things but on discerning things. Design research deciphers everyday routines. It decodes the underlying motives and needs of the consumers. It identifies drivers and relevant influencers in the relationship between brand and human, between human and product, and in the strategic architecture of the product and its umbrella brand.

Design research points out possibilities, develops initial product ideas and translates them into concrete visual positionings. In a dialogue with the consumer, it develops and checks innovative routes for the product and pack design.

Design research is thus far more than just a channel for testing. It is a developmental process, a think and work tool for innovation and consumer-relevant optimization. And thus also a source of knowledge for growth.

The Mission
Value-added research generates knowledge for growth.

The Mission
Value-added research generates knowledge for growth.

Relevant and exciting information is more than just data. It’s added value. Added value for all those who use their ideas and skills to help brands grow.
Research can only generate this added value by delivering a double translation service:

  • Marketing questions have to be translated into intelligent and creative research designs and analytical concepts.
  • The data obtained has to be retranslated into vivid information and practically oriented solutions.

That’s why we don’t just regard ourselves as a channel for measuring and testing. We also see ourselves as an interface between marketing and the consumer – an interface that asks the right questions and delivers the right answers. And thus makes the learning process as efficient, empathic and insightful as possible.

There are three things we need to do this: fresh thinking as the idea-giver and creative methodologist in the joint research process between client and agency. A sense of satisfaction in the challenge of complex questions and the curiosity needed to identify the logic and connections beneath the surface. And analytical depth when it comes to deciphering consumer behaviour and delivering smart advice for shaping the human-brand-product relationship.

The Research Concept
Beyond the confines of “interrogative research”

The Research Concept
Beyond the confines of “interrogative research”

A consumer is a consumer is a consumer. And not an analyst. When it comes to opting for a particular coffeemaker or a certain yoghurt, his everyday behaviour is often governed by established routines and reliable certainties which he would never be able to explain with sufficient clarity. On the contrary: Reflection would only disrupt the smooth accomplishment of everyday activities. We buy what we want (well, perhaps not always) but what really sways us, what's really important to us, often remains a mystery.

Due to the hugely important role played by implicit knowledge and intuitive decision-making, the really exciting things are rarely revealed in response to enquiry but have to be deduced analytically instead. At best, getting the consumer to indulge in rationalising self-interpretation and reflection misses the mark. At worst, it is quite simply misleading for the marketing team and decision-makers.

Our analytical concept is therefore based on two principles:

  • The questions and topic areas are geared to the consumer’s direct experience: away from self-interpretation and reflection and towards intuitive comments and spontaneous, associative perceptions.
  • This same level of direct experience and spontaneous evaluation is integrated into an overall analytical concept that aims to identify the inner logic of drivers and levers without having to rely on the self-knowledge and reflective abilities of the respondent.

Regardless of whether the study is qualitative or quantitative: it’s all about research designs that decipher and reconstruct everyday life and its routines and shed light on the background to human decision-making, and not about conducting “interrogative research” that asks questions on everything under the sun but fails to provide much in the way of answers.

The People
Interdisciplinary competencies and keen instincts.

The People
Interdisciplinary competencies and keen instincts.

Design research calls for more than just professional competencies. We have to use the tools we have at our disposal creatively. It’s all about the right combination of professionalism and empathy and understanding that the right strategy starts with the right questions.

We have to develop an understanding and instinct for interfaces, interactions and relationships so as to depict and approach the research topic and questions with the right methods and analytical concepts.

All this calls for people who can act responsibly and flexibly. People who think analytically and creatively. People who learn and are capable of correcting themselves when necessary. People who think in numbers, pictures and words and know how to express what they’re thinking. People who can work together and unfold their full potential in teams and flat hierarchies.

The agency’s success is based on the work of the people who combine and contribute their different types of knowledge, skills, personalities and points of view. That is also manifested in the biographies of the people who work here: cultural scientists, psychologists, sociologists, business management experts and economists who have gathered experience in market research for agencies and companies as well as in creative agencies and strategic planning.

Dipl. Volksw. Dipl. Soz. Arnd von Romatowski | Contact

Dipl. Soz. Katharina Graeser | Contact

Dipl. Soz. Marlene Hofmann | Contact

Dipl. Medienwiss. Monika Langenberger | Contact

FAMS Isabella Maier | Contact

Dipl. Psychologe Moritz Matejka | Contact

M.Sc. Kognitionspsych. Lisa Mayer | Contact

B.Sc. BW Felicitas Meßmer | Contact

Dipl. Sozialwiss. Ina Mollenhauer | Contact

Dipl. Soz. Claudia Scheibe | Contact

Office-Management Maike Seifert | Contact

The Network
Maximising performance through alliances.

The Network
Maximising performance through alliances.

Our core competency lies in the conceptual, analytical and strategic areas of design research. These are the areas we focus on and strive to excel at.

We accomplish our mission to deliver intelligent and creative research in collaboration with a network of selected partners who can supply the state-of-the-art technology and know-how their field calls for and thus provide us with a proficient infrastructure.

  • Innovative technology providers for programming and hosting WAPI, CAPI and online studies
  • High-response access panels for Gen Pop and special target groups
  • Collaboration with studios in Europe, Asia and North and South America for the organisation of studio tests and focus groups
  • Proficient fieldwork organisations with qualified interviewers, even for B2B and pharma research
  • Efficient CATI studios with native speakers (in addition, local partners from a wide range of different language areas can be interconnected via an online-based CATI platform)

International
On the ground around the globe.

International
On the ground around the globe.

Whether we're conducting focus groups with lovers of traditional Brazilian cuisine in Sao Paulo or with sophisticated interior designers of luxury bathrooms in Milan. Whether we're doing a WAPI-based conjoint analysis of baby bottles with New York mothers or online surveys of carboxyl methyl cellulose buyers in the Far East: conducting and coordinating international studies is part of our core business.

For the kind of study described above, we draw on a network of other agencies and studios who know and share both the hallmarks of our work and the philosophy it is based on. Besides Western and Eastern Europe, our network also covers Asia and North and South America:

  • Europe: France, Netherlands, Spain, Italy, Great Britain, Sweden, Russia, Poland
  • America: USA, Brazil
  • Asia: China, Japan, South Korea

We are also in the process of establishing further partnerships in other countries.
Our philosophy is to benefit from the experience of our partners on the ground and their knowledge of local conditions and cultures and, for our part, to ensure optimal communication of the research objectives and goal-oriented implementation.

It is therefore important for us to be present at the research location. To brief the interviewers and moderators on the spot. To observe and instruct. And to return with verbatim comments and first-hand impressions.

Facts & Figures
Key info at a glance.

Facts & Figures
Key info at a glance.

The agency

  • Established 1979
  • Managing director: Arnd von Romatowski
  • Based in Hamburg with partnerships all over the world
  • Currently employs a staff of 12 permanent and 23 freelance employees
  • Revenue 2011: 2.5 million euros


Memberships

  • ESOMAR
  • ADM
  • BVM


Research activity

  • international : national = 60 : 40
  • B2C : B2B = 85 : 15
  • quantitative : qualitative = 60 : 40

Agency

 

Smart research for fresh designs 

There’s a great deal more to design research than aesthetics and ergonomics. Design research investigates all the marks a company makes when it comes to shaping the human-brand-product relationship.

We accompany brands and products throughout their life cycle. Accordingly, our work begins even before markets exist, starting with the identification of relevant consumer insights and the development of sustainable product ideas. It investigates expectations and explores emotional and functional requirements. It measures the success of the initial concepts and draft designs for products and packaging prior to launch. And it checks the impact of a wide range of marketing policy instruments, all the way to diversification and relaunch.

At the same time, the focus is not so much on measuring things but on discerning things. Design research deciphers everyday routines. It decodes the underlying motives and needs of the consumers. It identifies drivers and relevant influencers in the relationship between brand and human, between human and product, and in the strategic architecture of the product and its umbrella brand.

Design research points out possibilities, develops initial product ideas and translates them into concrete visual positionings. In a dialogue with the consumer, it develops and checks innovative routes for the product and pack design.

Design research is thus far more than just a channel for testing. It is a developmental process, a think and work tool for innovation and consumer-relevant optimization. And thus also a source of knowledge for growth.

The Mission
Value-added research generates knowledge for growth.

The Mission
Value-added research generates knowledge for growth.

Relevant and exciting information is more than just data. It’s added value. Added value for all those who use their ideas and skills to help brands grow.
Research can only generate this added value by delivering a double translation service:

  • Marketing questions have to be translated into intelligent and creative research designs and analytical concepts.
  • The data obtained has to be retranslated into vivid information and practically oriented solutions.

That’s why we don’t just regard ourselves as a channel for measuring and testing. We also see ourselves as an interface between marketing and the consumer – an interface that asks the right questions and delivers the right answers. And thus makes the learning process as efficient, empathic and insightful as possible.

There are three things we need to do this: fresh thinking as the idea-giver and creative methodologist in the joint research process between client and agency. A sense of satisfaction in the challenge of complex questions and the curiosity needed to identify the logic and connections beneath the surface. And analytical depth when it comes to deciphering consumer behaviour and delivering smart advice for shaping the human-brand-product relationship.

The Research Concept
Beyond the confines of “interrogative research”

The Research Concept
Beyond the confines of “interrogative research”

A consumer is a consumer is a consumer. And not an analyst. When it comes to opting for a particular coffeemaker or a certain yoghurt, his everyday behaviour is often governed by established routines and reliable certainties which he would never be able to explain with sufficient clarity. On the contrary: Reflection would only disrupt the smooth accomplishment of everyday activities. We buy what we want (well, perhaps not always) but what really sways us, what's really important to us, often remains a mystery.

Due to the hugely important role played by implicit knowledge and intuitive decision-making, the really exciting things are rarely revealed in response to enquiry but have to be deduced analytically instead. At best, getting the consumer to indulge in rationalising self-interpretation and reflection misses the mark. At worst, it is quite simply misleading for the marketing team and decision-makers.

Our analytical concept is therefore based on two principles:

  • The questions and topic areas are geared to the consumer’s direct experience: away from self-interpretation and reflection and towards intuitive comments and spontaneous, associative perceptions.
  • This same level of direct experience and spontaneous evaluation is integrated into an overall analytical concept that aims to identify the inner logic of drivers and levers without having to rely on the self-knowledge and reflective abilities of the respondent.

Regardless of whether the study is qualitative or quantitative: it’s all about research designs that decipher and reconstruct everyday life and its routines and shed light on the background to human decision-making, and not about conducting “interrogative research” that asks questions on everything under the sun but fails to provide much in the way of answers.

The People
Interdisciplinary competencies and keen instincts.

The People
Interdisciplinary competencies and keen instincts.

Design research calls for more than just professional competencies. We have to use the tools we have at our disposal creatively. It’s all about the right combination of professionalism and empathy and understanding that the right strategy starts with the right questions.

We have to develop an understanding and instinct for interfaces, interactions and relationships so as to depict and approach the research topic and questions with the right methods and analytical concepts.

All this calls for people who can act responsibly and flexibly. People who think analytically and creatively. People who learn and are capable of correcting themselves when necessary. People who think in numbers, pictures and words and know how to express what they’re thinking. People who can work together and unfold their full potential in teams and flat hierarchies.

The agency’s success is based on the work of the people who combine and contribute their different types of knowledge, skills, personalities and points of view. That is also manifested in the biographies of the people who work here: cultural scientists, psychologists, sociologists, business management experts and economists who have gathered experience in market research for agencies and companies as well as in creative agencies and strategic planning.

Dipl. Volksw. Dipl. Soz. Arnd von Romatowski | Contact

Dipl. Soz. Katharina Graeser | Contact

Dipl. Soz. Marlene Hofmann | Contact

Dipl. Medienwiss. Monika Langenberger | Contact

FAMS Isabella Maier | Contact

Dipl. Psychologe Moritz Matejka | Contact

M.Sc. Kognitionspsych. Lisa Mayer | Contact

B.Sc. BW Felicitas Meßmer | Contact

Dipl. Sozialwiss. Ina Mollenhauer | Contact

Dipl. Soz. Claudia Scheibe | Contact

Office-Management Maike Seifert | Contact

The Network
Maximising performance through alliances.

The Network
Maximising performance through alliances.

Our core competency lies in the conceptual, analytical and strategic areas of design research. These are the areas we focus on and strive to excel at.

We accomplish our mission to deliver intelligent and creative research in collaboration with a network of selected partners who can supply the state-of-the-art technology and know-how their field calls for and thus provide us with a proficient infrastructure.

  • Innovative technology providers for programming and hosting WAPI, CAPI and online studies
  • High-response access panels for Gen Pop and special target groups
  • Collaboration with studios in Europe, Asia and North and South America for the organisation of studio tests and focus groups
  • Proficient fieldwork organisations with qualified interviewers, even for B2B and pharma research
  • Efficient CATI studios with native speakers (in addition, local partners from a wide range of different language areas can be interconnected via an online-based CATI platform)

International
On the ground around the globe.

International
On the ground around the globe.

Whether we're conducting focus groups with lovers of traditional Brazilian cuisine in Sao Paulo or with sophisticated interior designers of luxury bathrooms in Milan. Whether we're doing a WAPI-based conjoint analysis of baby bottles with New York mothers or online surveys of carboxyl methyl cellulose buyers in the Far East: conducting and coordinating international studies is part of our core business.

For the kind of study described above, we draw on a network of other agencies and studios who know and share both the hallmarks of our work and the philosophy it is based on. Besides Western and Eastern Europe, our network also covers Asia and North and South America:

  • Europe: France, Netherlands, Spain, Italy, Great Britain, Sweden, Russia, Poland
  • America: USA, Brazil
  • Asia: China, Japan, South Korea

We are also in the process of establishing further partnerships in other countries.
Our philosophy is to benefit from the experience of our partners on the ground and their knowledge of local conditions and cultures and, for our part, to ensure optimal communication of the research objectives and goal-oriented implementation.

It is therefore important for us to be present at the research location. To brief the interviewers and moderators on the spot. To observe and instruct. And to return with verbatim comments and first-hand impressions.

Facts & Figures
Key info at a glance.

Facts & Figures
Key info at a glance.

The agency

  • Established 1979
  • Managing director: Arnd von Romatowski
  • Based in Hamburg with partnerships all over the world
  • Currently employs a staff of 12 permanent and 23 freelance employees
  • Revenue 2011: 2.5 million euros


Memberships

  • ESOMAR
  • ADM
  • BVM


Research activity

  • international : national = 60 : 40
  • B2C : B2B = 85 : 15
  • quantitative : qualitative = 60 : 40