A mastermind for all scenarios
Strategic market and media analyses
Focus on parents and children
How we work
Taylor-made Research
Based on our methods we develop a tailor-made concept for your questions.
Topics – implemented nationally and internationally:
- Brand core
- New and re-positioning
- Market segmentation
- Consumer typologies
- Market and competition analysis
- Need states
- Child and parent research
- Concept lab
- Expert survey: e.g. medicine, education, retail, catering
- Tests of advertising material
- Desk research
- B2B
- Organizational research in-house
Consulting services
A joint process
In many cases, our research is the starting point of lasting cooperation and individual consulting based on our specially developed consulting concept. Together with you, we go where others stop.
Services
Services
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Process Monitoring
Every study is a journey into unknown territory:
into the souls of consumers and back into the world of the producers!
This journey does not begin with the first step into an unknown landscape and does not end on the final day of traveling. That is why wiesmannforschenundberaten is there for you throughout the entire process, thus guaranteeing the success of your journey.
Preparation- What to take along?
- Who to take along?
- What equipment to take?
- Which tools ensure a comprehensive insight into the terrain?
Along the way
During the journey, it is important to be able to react to the unexpected. This guarantees the success of the journey. To this end, one needs resourceful and extremely travel-savvy companions – experienced guides who have traveled a great variety of terrains.
Afterwards
The experiences made are to be passed on and have an effect. This can be achieved by- Clearly describing the terrain
- Spotlighting the advantages and highlights as well as the pitfalls and dangers
- Drawing conclusions for successful projects in this terrain: what, where, for whom
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Target Groups
Groups within the population are changing.
New social conditions, changed cultural points of focus, immigration – categorizations are made according to new criteria.
We recommend the most suitable target groups for your research based on our market and cultural analyses.
However, some biographical data establish distinct groups:- Generations: They differ in terms of background experience, purchasing behavior and future perspective. This affects brand choice and purchase decisions.
- Parents: They try to answer (4 unconscious) questions about the relationship with their children. At the same time, they want to continue their life path unhindered. Both aspects affect purchase decisions.
- Children: They want to understand the world they find themselves in and become capable of taking action in it. At the same time, they yearn for all-round care. In between, they seek solutions.
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Parents & Children
Constantly updated insights into children's rooms and children's worlds
Children are different.
They see the world from below, upside down, from the other end.
One has to ‘interview’ them differently than adults.
One needs a variety of forms for their diverse forms of expression.
We understand children – but NOT because we have many children or use youthful researchers.
Understanding children requires a multifaceted skill set.
We take into account:- Insights from developmental psychology
- Freud’s psychogenesis of childhood
- Jung’s archetypes
- Psychodiagnostic methods for children – adapted for market research
- Constant updates on toys and media for children
- Daily routines with institutions
- Materials from different pedagogical schools
Every study is a journey into unknown territory:
into the souls of consumers and back into the world of the producers!
This journey does not begin with the first step into an unknown landscape and does not end on the final day of traveling. That is why wiesmannforschenundberaten is there for you throughout the entire process, thus guaranteeing the success of your journey.
Preparation
- What to take along?
- Who to take along?
- What equipment to take?
- Which tools ensure a comprehensive insight into the terrain?
Along the way
During the journey, it is important to be able to react to the unexpected. This guarantees the success of the journey. To this end, one needs resourceful and extremely travel-savvy companions – experienced guides who have traveled a great variety of terrains.
Afterwards
The experiences made are to be passed on and have an effect. This can be achieved by
- Clearly describing the terrain
- Spotlighting the advantages and highlights as well as the pitfalls and dangers
- Drawing conclusions for successful projects in this terrain: what, where, for whom
Target Groups
Groups within the population are changing.
New social conditions, changed cultural points of focus, immigration – categorizations are made according to new criteria.
We recommend the most suitable target groups for your research based on our market and cultural analyses.
However, some biographical data establish distinct groups:
- Generations: They differ in terms of background experience, purchasing behavior and future perspective. This affects brand choice and purchase decisions.
- Parents: They try to answer (4 unconscious) questions about the relationship with their children. At the same time, they want to continue their life path unhindered. Both aspects affect purchase decisions.
- Children: They want to understand the world they find themselves in and become capable of taking action in it. At the same time, they yearn for all-round care. In between, they seek solutions.
Parents & Children
Constantly updated insights into children's rooms and children's worlds
Children are different.
They see the world from below, upside down, from the other end.
One has to ‘interview’ them differently than adults.
One needs a variety of forms for their diverse forms of expression.
We understand children – but NOT because we have many children or use youthful researchers.
Understanding children requires a multifaceted skill set.
We take into account:
- Insights from developmental psychology
- Freud’s psychogenesis of childhood
- Jung’s archetypes
- Psychodiagnostic methods for children – adapted for market research
- Constant updates on toys and media for children
- Daily routines with institutions
- Materials from different pedagogical schools
The rational as well as the emotional messages of a brand become understandable regarding their sensual and visual aspects and their meaning.
Packaging analyses:
Analysis of a packaging’s form language and its haptic qualities as well as the required realization and its convenience in a specific product segment.
Design analyses:
Analysis of the imagery the design creates as an ‘image’ within the whole. For this purpose, the design elements are not examined primarily as isolated individual elements but as part of an overall design in which changing one element also changes the context of all other elements.
Every media research includes the media’s effects on everyday life, from getting up to going to bed (‘taking the cell phone to bed’). The change in attitudes regarding all areas of life due to media is made comprehensible in the medium examined.
New media:
Analysis of the differentiating frames of mind and the promises of new media
Social media:
What requirements for brand presences and viral advertising are derived from the ‘meaning’ of social media for their use in certain stages of life and at a certain age?
Analyses of TV station reputations and formats:
Analyses of TV station profiles and formats: What is the actual impact internet TV has on the reception of formats (‘parallelism of 3 media`)? When are which TV stations relevant in the course of a day? How are TV station profiles differentiated and what are their functions beyond TV?
It is explored to what extent advertising achieves what is intended
All forms of viral marketing
Pre- and post-test of all advertising material:
Exploration of all visual and screen advertising in the respective media environment
Media planning:
Analysis of the effective advertising strategy online and offline
Concept labs:
Concept research based on interviews (psychologists) and immediately adapted concepts (agency)
wiesmannforschenundberaten researches all age groups, genders and social groups. Be it B2C or B2B – we carry out research competently and based on a solid depth psychology foundation.
We have special expertise in research including mothers, parents, education professionals, teachers, doctors and midwives. Research into all products and brands that are relevant for these groups is more valid and better founded thanks to this expertise. Consulting on the implementation of research findings for tailored promotional approaches or the development of long-term concepts is in the best hands with us. Thanks to our experience, we are able to provide reliable support in every area in which children are looked after, educated or cared for in an institutionalized fashion. Research on parents also comprises research on children, who are ‘interviewed’ either together with a parent, alone, or with a friend.
Morphologial psychology is an everyday psychology and thus better suited than any other concept when it comes to determining consumers’ behavior and experience in the context in which products, brands and media offers are applied. It makes transparent the fact that products and brands are successful if they help making the life of one’s dreams and one’s ideal self more of a reality in the ‘mundane’ everyday life.
About us
Team & Institute
“wiesmannforschenundberaten“ — that is Susanne Wiesmann and a research team of curious, experienced morphological psychologists who work for the company on a constant basis. If required, they are supported by young colleagues who ensure the perspective of the next generation.
In order to guarantee valid and speedy research also in other countries and on other continents, we cooperate internationally with competent institutes and renowned psychologists.
Our customers
References
In those countries, we conduct research with cooperation partners who meet our standards for qualitative research.
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Intensive dialogue in intercultural teams consisting of
- Regional natives
- Experienced wiesmann psychologists
- The analysis is in the hands of Susanne Wiesmann
Country expertise for A, CH, UK, USA, F, E, I, SK, PL.
Additionally, the team has expertise for Russia, Romania, China, Korea, Australia, Brazil, Malaysia.
Susanne Wiesmann
Curiculum Vitae
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2007
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2001
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1997
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1995
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1992
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1987
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Art of Acting
The wiesmann team turns research tools into a specific methodological approach for your study.
In doing so, we take into account your requirements:
- Do you need quick results?
- Is it just one aspect that needs to be clarified?
- Do you need basic knowledge?
In our research, we provide interviewees with time, materials and media that allow them to express themselves in a variety of ways or to act out topics creatively.
In our analyses, we aggregate and structure the colorful bubbles of various insights.
This results in vivid images and action-relevant recommendations.
In times of crisis, consumers change their purchasing behavior…
…reassessing brands in the process.
Germany is in a crisis.
At least that is what consumers are experiencing.
Budgets are smaller.
Fears of further losses are mounting.
Consumers are therefore planning and buying according to a new mode:
- Frugal
- More deliberately
- According to an unconscious offsetting mindset
Brands that know how offsetting takes place in their sector stay in the relevant set.
Once out, one stays out for the time being.
wiesmannforschenundberaten helps quickly with flexible small tools to ensure that your brand gets through the crisis well anchored. Contact us.
Analog toys are considered to be of pedagogical value…
…but how do they hold up compared to digital toys?
Traditional toys are coming under pressure from digital toys.
Parents use cell phones and tablets because the digital offerings captivate children visibly and quickly:
- Music as mood booster
- Series to calm them down (before bedtime)
- Games for children to predictably entertain themselves
Children vehemently beg to use these fascinating tools.
Parents feel pressured by this.
Parents assume that traditional toys serve as a counterbalance. They are considered creative
- Realizing own ideas
- Constructing fantasy worlds
- Involving others
However, a purchase is only made if one can see immediately
- What will captivate the children
- That it will keep the children entertained on their own for a while
wiesmannforschenundberaten helps quickly with flexible small tools so that you can learn how your brand can best convey these core messages.
Contact us.
Pets fulfill basic needs…
…some offer ‘love’, others the acting out of aggressive impulses
Pets serve two motivational needs:
- Need for love and care
- Aggressive impulses
Need for love and care
No one gets ‘enough love’. No one gets enough ‘happiness’.
Pets with fur (dog, cat, mouse, hamster…) promise love and care.
The affectionateness of a cuddly, tame and always available creature allows for a variety of love and care projections. The decisive factor is that the pets respond to the impulses of their owners according to their species and characteristics and thus contribute to shaping the hoped-for nature of the relationship.
Aggressive impulses
Some people have an aversion against visible and tangible forms of love. They can stand attachment only in an aggressive form. Pets that are dangerous or poisonous are suitable for this. In addition, they should not respond to their owner’s impulses – meaning they should be ‘incapable of having a relationship’ (in the human sense).
One can demonstrate one’s courage with such pets or show how unaffected one is by disgusting and dangerous things. (The fairy tale ‘The story of the youth who went forth to learn what fear was’ makes it clear what motivates people to get this kind of pet.)
