News

 

This section keeps you up to date on our agency and our work. What we’re doing. What’s changed. What we’re planning. With an eye to the inner workings and an eye to the world.

08/28/2018
Insight Conference 2018

06/18/2018
Insight Conference 2018

06/18/2018
Insight Conference 2018

On the power of experimentation in innovation research

Once again this year, mc markt-consult will be speaking at the Insight Conference in Frankfurt on 22nd/23rd August 2018. "Pretotyping the Future" reports on an exciting innovation project which was conducted in the context of the DESIGN RESEARCH & DESIGN STRATEGY CONFERENCE.

Growing pressure to innovate and ever shorter innovation cycles have led to a different way of researching in recent years: research-through-design. Quickly drawn sketches or pretotypes set out the key points of product and design at an early stage of the innovation process, direct consumer feedback reveals modification requirements and shows the way forward for design development. Based on the motto “building beats talking”, research and learning take place in the creative process.

In keeping with this basic idea a new research approach has emerged. It uses a mix of design, conjoint as well as qualitative and quantitative techniques to help generate first pretotypes, avoid blind spots, identify potential, suggest optimizations and produce further insights for the final design. In the webinar Geoffrey Hildbrand and Arnd von Romatowski present the new approach on the basis of a concrete innovation project and provide exciting insights into the methodology and the innovation process as a whole.

Our speakers:

Arnd von Romatowski, Managing Director, mc markt-consult
The graduate sociologist and economist Arnd von Romatowski and his team deal with all matters of design in the relationship between consumer, brand and product. For him, research is a thinking and working tool for innovation, consumer-relevant optimization and communication. As specialists for the development of products, services and packaging, mc markt-consult creates research approaches and tools which not only measure but also identify, explain and develop, hence making a substantial contribution to corporate growth.
a.v.romatowski(at)markt-consult.com

Geoffrey Hildbrand: Innovation and Client Development, mc markt-consult
Geoffrey Hildbrand works as a strategic planner and design researcher at mc markt-consult. The graduate economist is responsible for innovation and brands among other fields of research. He deals with changes in the business environment and investigates the opportunities this presents for brand, product and service strategies as well as developing concepts and ideas to exploit the potential.
g.hildbrand(at)markt-consult.com

12.10.2017
DRDS #4

12.10.2017
DRDS #4

„BE A REBEL“


The advice of David Gram, who enthused the audience of this year’s Design Research & Design Strategy Conference with his Lego Best Case, was not the only one which inspired the participants. The event initiated by us and our partner mc markt-consult took place for the fourth year in succession and ended with an enjoyable networking session with beer and wine in the appealing ambience of the Hotel Gastwerk Hamburg.

“OUTTHINK INNOVATION” – the topic attracted more than 100 registrations in a short period of time and found an absolute equivalence in four interesting workshops and six thrilling and catchy keynotes on the event day. For photos and our event report, please visit www.drdscon.com. Furthermore, a first press release is available at HORIZONT.

09.03.2017
Call for Papers

09.03.2017
Call for Papers

DO YOU OUTTHINK INNOVATION?

CALL FOR SPEAKERS!

Design Research & Design Strategy Conference #4

28 September 2017, Hamburg

This year, participants from a wide range of different sectors who are active in areas such as innovation management, market research, design, marketing and R&D will come together for the conference in Hamburg for the fourth time. We’re looking for speakers who really have something to say!

Can you share interesting insights and best cases on the following topics?

Outthink Innovation – Create a Better Tomorrow

  • RIP THE BRIEF – How to ask the right question to get to the right starting point.

  • RETHINK RESEARCH – How to gain relevant insights that enable the creation of something really new.

  • REFINE TOOLS – How can design facilitate a different way of thinking in companies so as to depart from well-trodden paths and achieve results?

  • REFRAME VALIDATION – How can the success of an idea or innovation for tomorrow be tested today?

If so, please send an outline of your ideas to speaker(at)drdscon.com

About the Design Research & Design Strategy Conference:

All details: www.drdscon.com

  • Lectures, co-creation, hands-on workshops, networking

  • The conference is being held for the fourth time. In previous years it has attracted 100 to 150 enthusiastic attendees, including many decision-makers and executives from the above-mentioned fields.

  • International speakers including: Benoit Jacob, Head of Design BMW i // Philipp Thesen, Senior Vice President Design Deutsche Telekom // Johnson Li, Executive Director Lenovo Consumer Design // Jeremy Abbett, Creative Evangelist Google // Alessia Rullo, UX Team Lead Hewlett Packard //Karsten Henze, Head of CI/CD Deutsche Bahn // Jildou de Raad, Senior Marketing Intelligence Manager Philips Consumer Lifestyle // Jeff Zwerner, Vice President Evernote

If you don’t want to present a talk, perhaps you’d like to participate as a guest: online registration is now open. And if you can think of anybody else who would make a great speaker, please feel free to pass this email on.

 

Kind regards from Hamburg,

07.06.2016
Design Research Day takes next step forward

07.06.2016
Design Research Day takes next step forward

Design Research Day takes next step forward:

Design Research & Design Strategy Conference in Hamburg on 22 September

Hamburg, 7 June 2016 The successful conference series aimed at marketing and innovation experts, strategists, designers and market researchers is entering its third year. After the success of the two previous events, the concept has taken the next step in its evolution: from design research to functioning design strategy and from there to the front end of innovation – that will be the focal point of the programme when the conference opens its doors in Hamburg’s HafenCity on 22 September.

All over the world, design research and design strategy are becoming an increasingly important factor for commercial success. Their application provides the basis for the successful evolution of technologies, products and services – and ultimately of the company itself. Terms like ‘design-driven companies’, ‘design thinking’ and ‘human-centred design’ have long since conquered the boardroom and fostering the company’s innovation culture is seen as the ideal way to master future challenges successfully.

The Design Research & Design Strategy Conference presents concrete case studies from renowned companies and will hold various workshops to give participants an understanding of how to approach these disciplines. Top-class speakers, including Johnson Li, Executive Design Director of Lenovo from Beijing, Philipp Thesen, Telekom AG’s Senior Vice President Design, and Philip Hambach, Director Global Consumer Strategy & Insights at Adidas, will be showing how they have used design research to develop relevant design strategies and thus laid the foundations for change, growth and innovation.

Special guest Mark Safarik will be speaking at a conference on these themes for the first time: with more than 20 years of experience at the FBI’s elite Behavioral Analysis Unit, the former criminal profiler today advises prosecution and law enforcement agencies and acts as a consultant for universities and TV productions. His lecture and the accompanying workshop draw obvious parallels: many of the tools and methods designers and researchers use for their work have their origins in the field of criminology. What can we learn from this when it comes to creating user profiles and deploying them for innovation development? The workshop on ‘Profiling & Persona Development’ will provide the answers.

The full programme will be announced soon; details are already available at www.drdscon.com.

The event is being held with the support of iF – International Forum Design and will take place in its exhibition rooms. Together with the two initiators, Hamburg companies Indeed Innovation and mc markt-consult, there are thus three competent institutions behind the conference, which promises to be a highly focused day on which participants can look forward to concrete information and game-changing interaction, as well as enjoying a stimulating exchange of ideas and the opportunity for some valuable networking.

Design Research & Design Strategy Conference #3

22.09.2016

iF Design Exhibition

Elbarkaden HafenCity, Hamburg

 

Attendance fee: €549.00 plus VAT

Registration and details: www.drdscon.com

 

About INDEED:

INDEED is a specialist for holistic innovation consulting and development. Based in Hamburg, its interdisciplinary and multicultural team of industrial designers, engineers, economists and social scientists is active all over the world – for clients like Linde, Olympus Surgical Technologies, Beiersdorf, Melitta and Brita. Using a wide range of state-of-the-art methods and applications, it creates innovative products and services that deliver significant solutions for tomorrow’s market and culminate in commercial success.www.indeed-innovation.com

 

About mc markt-consult:

mc markt-consult helps companies shape the human-brand-product relationship. For clients like Philips, Ideal Standard, Bayer Health Care, Nivea and Melitta, the institute investigates what influences this relationship during the purchase process and beyond: design. Because design is relationship, interaction and interface all rolled into one – and therefore a great deal more than just aesthetics and ergonomics.www.markt-consult.de

Press contact:
effective minds - Agentur für Kommunikation
Andrea vorm Walde
phone: +49-40-182 99 500
mobile: +49-177-400 50 64
email: avw@effectiveminds.de

19.01.2015
Packaging Innovations 2015

04.12.2014
Designforschungstag 2015 - Transformers

17.07.2014
Design Research wants you! Join us!

17.07.2014
Design Research wants you! Join us!

Passionate researchers wanted. Room available for ideas. We are looking for a PROJECT MANAGER. Applications by email to MAIKE SEIFERT. We look forward to receiving your detailed application.

14.06.2014
The Designforschungstag 2014 in the German Press

14.06.2014
The Designforschungstag 2014 in the German Press

24.03.2014
Designforschungstag 2014  - successfull start of the conference series

24.03.2014
Designforschungstag 2014  - successfull start of the conference series

Designforschungstag 2014 - the conference series gets off to a successful start with the theme of 'Disruption'. Fascinating insights into the real-life experience of wide-ranging companies, a dialogue between highly interested participants and, above all else, the realisation that there's still a great deal more to say about design research: those who attended the first Designforschungstag in Hamburg on 20 March definitely left with plenty of food for thought.

Last Thursday, Hamburg Chamber of Commerce became a meeting place for marketing and innovation specialists from companies and agencies, designers and design managers, as well as top-level experts from the field of research and development. They were there at the initiative of Indeed Innovation, Factor Design and mc markt-consult, who had instigated the conference with the aim of promoting the theme of design research. The underlying idea behind the series of conferences is to boost awareness of research for and through design, and, above all, take a line of approach that is firmly rooted in real-life experience. The conferences are also intended to provide an opportunity for a personal and cross-sector exchange of ideas between participants and speakers.

The success of the debut conference (which had been sold out for several weeks) was certainly also due both to the theme that this year's event focused on – 'Disruption' – and the convincing line-up of experts who had been invited to discuss it. Dr. Eberhard Dziobek, for example, who is Senior Market Researcher at Bayer Vital, took an extremely open approach and based his explanation of the subject matter's vital role on the development phase for a concrete product. In her presentation, Jildou de Raad spoke just as openly about design research at Phillips and emphasised how important it is for research to differentiate between radical innovation and the evolutionary further development of a product – and how that translated into concrete terms when it came to conducting innovation research for the new generation of Senseo machines.

The two guests from the USA helped the audience sense which way the wind of change is blowing: with his presentation on 'society's sandbox', Steve Daniels, Design Change Leader at IBM, encouraged participants to approach their work with open eyes and discover the potential beyond the norm. This aspect was also underscored by Jeff Zwerner, Vice President of Evernote: besides presenting the unusual path of developing meaningful offline products from an already successful online range, he also illustrated the immense importance of the working and interaction methods that are practised within the company's departments and by individual employees.

The most concrete approach of all was entitled 'Co-Creation with LEGO® SeriousPlay®, innovation development in project teams'. In groups of four, 150 conference guests pooled their ideas and had 30 playful and creative minutes to come up with an overall concept. The method is regularly used by Indeed for developing innovations with its clients and proved just as successful at prompting intense and enthusiastic involvement from the conference participants – as well as producing some unusual results in the form of Lego models. One such creation that definitely deserves a mention is the speedboat that resulted from a temporary make-believe merger between VW and tesa.

Can ground-breaking innovations be created deliberately and what factors are necessary to do so? What exactly is design meant to achieve and how can it accomplish those goals? What path leads to effective and efficient design development? One thing is certain: thanks to the openness and wide-ranging expertise of the speakers, as well as the enthusiastic participation of the guests, the conference certainly managed to get to the bottom of the key questions that had served as its outline agenda. The new approaches, passionate discussions and intense networking that resulted from the Designforschungstag 2014 turned the event into a resounding success – and left all those involved eagerly looking forward to next year's conference.

Photos: Alexander Graeser
www.alexandergraeser.de

Benoit Jacob (BMWi)
Dag Piper (Mars GmbH)
Christian Ridder
Henning Madea, Susanna Kagerhuber of Mast-Jägermeister

Left hand: Geoffrey Hildbrand (mc markt-consult), right hand: Markus Schmidt (BSH)
Sebastian Schelper (BMW)
left hand: Jildou de Raad (Philips Consumer Lifestyle), right hand: Jeff Zwerner (Evernote)
left hand: Dr. Eberhard Dziobek (Bayer Vital)
From left to right: Prof. Dr. Ulrich Föhl (Hochschule Pforzheim), Peter Brooren (Indeed), Karel J. Golta (Indeed), Lutz Dietzold (Rat für Formgebung), Geoffrey Hildbrand (mc markt-consult), Steve Daniels (IBM), Jeff Zwerner (Evernote), Arnd von Romatowski (mc markt-consult), Uwe Melichar (Factor Design), Jildou de Raad (Philips Consumer Lifestyle), Dr. Eberhard Dziobek (Bayer Vital), Christian Prill (Factor Design)

20.02.2014
Changing the Frame

20.02.2014
Changing the Frame

It is essential not only in innovation management but also in innovation research to differentiate between an incremental and a radical innovation. Processes, tools and techniques must be adapted accordingly. The aim must be institutionalize a research process that systematically sheds light on the own overarching topics from various perspectives and contexts and overcomes the focus on already established products, routines and the related motivational and need worlds. This is less concerned with new methods but rather with the novel combination of proven methods and their integration in a process of ideas generation which creates space for exciting and improbable impulses on the own market.

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07.02.2014
The invitations sent and agenda set for the Design Research Day 2014!

06.02.2014
Design Research wants you! Join us!

06.02.2014
Design Research wants you! Join us!

Passionate researchers wanted. Room available for ideas. We are looking for a PROJECT MANAGER and a JUNIOR PROJECT MANAGER. Applications by email to MAIKE SEIFERT. We look forward to receiving your detailed application.

20.12.2013
The end of the culinary year 2013

20.12.2013
The end of the culinary year 2013

On 19th December, the time had come: as the year drew to a close.
But before we headed for home and our Christmas trees, there was one more appointment to attend to: our traditional end-of-year culinary highlight at the “Kochsalon” in Hamburg, a kind of prelude to the hedonistic days between Christmas and New Year. This year we kicked off the festivities with fillet of pork à la Dijon, poppy & apple soufflé, savoy cabbage chiffonade with meat in spiced coconut milk, bell pepper risotto with mango and quinoa and fried mushrooms in a potato nest. Accompanied by some yummy wine from Austria. And we cooked it all ourselves – apart from the wine, thank God! – which is why we’d like to say a big thank-you to Christian Wrenk and his team for making it all possible and saving us from worse ;-). It was delicious!
And now it’s time to say goodbye 2013, hello 2014.

22. & 23.11.2013
DGTF's annual meeting

22. & 23.11.2013
DGTF's annual meeting

On 22nd and 23rd the DGTF held their annual meeting. This time on the subject “The Politics of the Maker”. Among others, Fab Labs St. Pauli talked about their work and what influence they hope it will have on society. Also very nice: the 3D printer in the foyer. Attached are pictures of the events as an impression.

21.11.2013
DMI Nightout

21.11.2013
DMI Nightout

On 21st November INDEED hosted the DMI Nightout. Theme: Design Thinking! More specifically: Hanswerner Dreissigacker, Head of the Frontrunner Team at SAP, reported on how Design Thinking finds expression in the software development company and what consequences this has on corporate culture. Find the blog of INDEED here. Here are a few pictures of the event.

07.11.2013
Designforschungstag 2014 to take place in Hamburg

07.11.2013
Designforschungstag 2014 to take place in Hamburg

As design's importance for brands and their commercial success continues to grow, it is increasingly becoming a focal point of corporate strategy. More and more, design research is becoming a key factor in innovation management. Against this backdrop, the Designforschungstag (Design Research Day) that will take place at the Handelskammer Hamburg (Hamburg Chamber of Commerce) on 20th March 2014 is devoted entirely to the theme of "Disruption".

In lectures and panel discussions, as well as in the following dialogue with attendees, various experts will be addressing the key questions: What exactly is design meant to achieve? How can it accomplish these goals? What path leads to effective and efficient design development?

This year's key theme is "Disruption", which will be explored from a wide range of different perspectives: Is it possible to bring about and design ground-breaking innovations in a targeted way? What factors does it take to do so? The wide-ranging scope of the event is guaranteed by a line-up of very different speakers from various sectors and fields, including Dr. Eberhard Dziobek, Senior Market Researcher Bayer HealthCare Consumer Health, and Jildou de Raad, Senior Marketing Intelligence Manager Coffee Philips Consumer Lifestyle.

This exciting event is being initiated by three Hamburg companies: market research institute mc markt-consult, communication design agency Factor Design and Indeed, a company for design and innovation development. All three have been devoting their attention to this subject matter for many years and have set themselves the goal of driving design development forward. In so doing, they aim to turn design research into a thinking and working tool for innovation planning. Besides convincing the Handelskammer Hamburg (Hamburg Chamber of Commerce) to host the event, they have also gained the support of the German Design Council, which has enthusiastically agreed to act as patron. Managing Director Lutz Dietzold: "As an institution that promotes design as a cultural and economic factor, we are delighted that more importance is being attributed to design research. A conference that invites discussion of such multifaceted aspects contributes to the advancement of the discipline – any innovative company stands to benefit from taking part."

From left: Arnd von Romatowski, mc markt-consult; Christian Prill, factor design; Karel Golta, indeed

30.09.2013
Fluid Branding – accompanying the dissolution of visual identities

30.09.2013
Fluid Branding – accompanying the dissolution of visual identities

Creatives and brand managers are questioning the pure doctrine of ensuring consistency between every single sign of a brand's identity. The reason: opening up a brand's identity system – fluid branding – can keep its semiotics up to date and add interesting facets to its content.

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30.08.2013
Design Thinking Barcamp 13

30.08.2013
Design Thinking Barcamp 13

The first Barcamp for design thinkers, coaches, facilitators, interaction- and user-experience-designers took place at the end of August: the dt-camp. The goal was to facilitate a two-day exchange between users, designers and interested individuals, focusing on design thinking and related topics.

The open framework permitted various formats, ranging from lectures and workshops all the way to panel discussions – an exciting way to exchange experiences. Over 200 people attended. The themes included storytelling, prototyping and disruption, as well as analogue and digital tools that can be helpful for one's work. As we already knew and the Barcamp confirmed: the digital camera in his mobile phone is an indispensable tool for any researcher.

12.06.2013
Daily Play – not just in the Schanzen District in future

12.06.2013
Daily Play – not just in the Schanzen District in future

Playing at work is unproductive, suspicious and sinful. That play is in reality part of our working world and also a source of innovation was proven by Julia from Learnical, a consulting company, in her workshop “Daily Play” at the software house OOSE in Hamburg.

What was learned was immediately put into practice using Lego Serious Play, a moderated process which combines playing and model-making with Lego bricks with the very serious issues of the business world, triggers and accelerates innovation. This is a technique we see completely in line with research-through-design and rapid-prototyping. It was an exciting evening with an interesting exchange of ideas. A change of perspectives and interdisciplinary communication has never done any harm, on the contrary: it enriches our daily work. Thank you!

Photos by Jens Gentsch (www.jangentsch.de)

14.12.2012
The end of the culinary year

14.12.2012
The end of the culinary year

On Friday, 14.12.2012, mc celebrated the end of the year with a culinary highlight at Christian Wrenkh's "Kochsalon" in Hamburg. On the menu: herb potato balls in a white cheese cream, rosy-pink duck breast, barley risotto with red wine, savoy cabbage and meat in spiced coconut milk and sweet potato balls. And we cooked it all ourselves!

22.10.2012
A new look for mc markt-consult in 2012

22.10.2012
A new look for mc markt-consult in 2012

Design research is a developmental process, a think and work tool for innovation and consumer-relevant optimization. It deals with more than just aesthetics and ergonomics: design research investigates all the marks a company makes when it comes to shaping the human-brand-product relationship.

We at mc markt-consult are also making a new mark in the human-brand-product relationship.

With a new web design that does justice to our work as design researchers and brings our positioning as a smart interface between marketing and the consumer to life. It tells you all about our research approach and our fields of research. We provide an insight into the fascinating research practice of design researchers and prove that research is an elemental component of successful design development – regardless of whether it’s a case of concept, product and pack design or communication design.

01.08.2012
mc markt-consult practical workshop at Research & Results 2012

01.08.2012
mc markt-consult practical workshop at Research & Results 2012


Research for disruptive product design – how to generate a new standard in a frozen market.

The battle for market share in saturated markets is often characterised by tactical drop-in-the-ocean measures that fail to provide brands with any decisive growth perspectives. Because value-building perspectives are mainly generated by the development of new products.

But there are plenty of losers on the crowded shelves: as many studies show, more than 70% of all newly launched products turn out to be flops.
Innovation research faces a huge challenge:

Disruption needed! Everyday life is dominated by routines. The product and packaging have to break through these routines whilst nevertheless docking on to consumers’ existing expectations and needs. Being new and different isn’t enough. (Those are standard criteria, not disruption.)

The abundance of product and packaging studies we have conducted show that successful disruption is a balancing act. It calls for an in-depth understanding of what drives the market and of what changes the market. Because disruption succeeds in breaking away from consumers’ expectations whilst simultaneously establishing a new standard.

Innovation research provides the key when it builds bridges.

A bridge between what is the case today. And what might be tomorrow.

A bridge between what is on paper. And what will be on the shelf.

A bridge between the person who develops a strategy or a design. And the person who will one day buy it.

The workshop provides an insight into the efficient collaboration between researchers, creatives and strategists. It shows what contribution research can and should make. By systematically helping to build bridges. When it comes to generating impetus. When it comes to structuring impetus. When it comes to developing ideas and concepts. When it comes to fine-tuning the ideas and concepts. And when it comes to developing the initial design approaches and routes. And it does all of this in one single process.

The workshop/lecture will take place in Room 6 at Research & Results at 13:30 on 25.10.2012 and will be presented by Geoffrey Hildbrand (Strategic Planning & Design Research, mc markt-consult) and Arnd von Romatowski (CEO, mc markt-consult).

02.05.2012
mc markt consult at Research & Results 2012

02.05.2012
mc markt consult at Research & Results 2012

This year the top international event for the market research sector will take place at the MOC in Munich from 24th to 25th October. More than 140 exhibitors from 17 countries will be presenting their products and services at the trade fair. Up to 3,000 visitors are expected to attend.

mc markt-consult will be at the trade fair this year too. You’ll find us at Booth No. 236 in Hall 2. Our focus this year will be on the contribution research can make to the development of successful, exciting design – whether it’s concept design, product and packaging design or communication design.