We investigate the influence of companies on the development of customer preferences. To this end, we examine both company and consumer decisions. Our findings help companies to sharpen market-oriented strategies as well as the tactical positioning and communication of products and services. Our research is based on four principles:
We use models, theories and methods from the fields of economics, psychology and sociology to develop innovative solutions for business-related questions.
2. Empirical Validation
Our core competencies include the collection and analysis of empirical data. We survey consumers and employees and evaluate customer databases and panel studies. We do not solely rely on one method, but select appropriate econometric, psychometric or qualitative methods depending on the problem at hand. We search for clearly verifiable statements that are also intuitively accessible to non-scientists.
We live up to international standards by publishing in leading peer-reviewed journals. Through international cooperations, visiting scholars, participation in conferences and lecture series, we continuously take into account the advice and suggestions of other leading scientists in the field.
4. Application Orientation
We think it is important that our recommendations can be implemented directly in business practice and make a verifiable contribution to market success. Therefore, we cooperate closely with companies, host regular workshops, lectures and offer consulting services concerning the application of our findings.