Strategic market and media analyses with a focus on children and youths
How we work
We advise you on all questions regarding markets, brands and advertising impact based on the concept of morphological psychology.
With us, research and consulting are not the sum of individual findings. Instead, your questions are answered in a methodical process. The unconscious and conscious characteristics of an item are put into a unique context with clear imagery. This makes it possible to recommend strategic measures that are lastingly effective.
Corona Krise
During the coronavirus crisis, Wiesmann interviews and groups are carried out online. Find out which topics benefit from this from a depth-psychology perspective and learn about the limits of online research.
Learn moreConsulting services
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
Every issue is unique. This is why the market research is tailored to your individual one. The tried-and-tested concept of morphological market and media psychology and a team of experienced psychologists ensure a high validity of the findings.
The research is personally headed by Susanne Wiesmann, be it in Germany with an established team or internationally with local psychologists. ‘Forschen und beraten’ (research and consulting) is the concept we strive to live up to. We accompany the process from idea generation to empirical research and implementation. For us, consulting means not looking at research as an isolated part but as one stage in a comprehensive process that involves consumers as well as our client, researchers and creative agencies.
The standardized tools are adapted depending on the issue and the existing knowledge about the segment and the market. In principle, research can be carried out on anything that can be gathered by interviewing consumers or customers, and by analyzing their descriptions of their behavior and experience. Thus, the procedures described here are only a fraction of what is possible.
Many research topics can also be looked at in ‘quick checks’ to then decide whether or not thorough research is to be carried out.
Creating a knowledge base for further questions.
Market segmentations:
The rules of this market and the positioning of the brands are explored.
Approaches to product categories:
All psychological aspects of a product category are examined and compiled in a model.
Brands are researched like living persons, including their ‘birth’, their very own evolution and their individual scope.
Analyses of reputation and brand essence:
The brand personality is made transparent from the consumer’s perspective: The brand with its strengths and weaknesses and its perceived specific tradition is made tangible in a brand model that integrates conscious and unconscious aspects.
Analyses of potential:
The brand in the market, its promise for the future, and its development principle or brand-specific ‘strategies’ become accessible and thus the decisive parameters.
Positioning and repositioning:
It is determined how interference with the brand presence – be it product innovations, packaging and design changes, or even a whole new umbrella brand – affects the brand and how it can be implemented best according to your objectives.
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.
Every issue is unique. This is why the market research is tailored to your individual one. The tried-and-tested concept of morphological market and media psychology and a team of experienced psychologists ensure a high validity of the findings.
The research is personally headed by Susanne Wiesmann, be it in Germany with an established team or internationally with local psychologists. ‘Forschen und beraten’ (research and consulting) is the concept we strive to live up to. We accompany the process from idea generation to empirical research and implementation. For us, consulting means not looking at research as an isolated part but as one stage in a comprehensive process that involves consumers as well as our client, researchers and creative agencies.
The standardized tools are adapted depending on the issue and the existing knowledge about the segment and the market. In principle, research can be carried out on anything that can be gathered by interviewing consumers or customers, and by analyzing their descriptions of their behavior and experience. Thus, the procedures described here are only a fraction of what is possible.
Many research topics can also be looked at in ‘quick checks’ to then decide whether or not thorough research is to be carried out.
Creating a knowledge base for further questions.
Market segmentations:
The rules of this market and the positioning of the brands are explored.
Approaches to product categories:
All psychological aspects of a product category are examined and compiled in a model.
Brands are researched like living persons, including their ‘birth’, their very own evolution and their individual scope.
Analyses of reputation and brand essence:
The brand personality is made transparent from the consumer’s perspective: The brand with its strengths and weaknesses and its perceived specific tradition is made tangible in a brand model that integrates conscious and unconscious aspects.
Analyses of potential:
The brand in the market, its promise for the future, and its development principle or brand-specific ‘strategies’ become accessible and thus the decisive parameters.
Positioning and repositioning:
It is determined how interference with the brand presence – be it product innovations, packaging and design changes, or even a whole new umbrella brand – affects the brand and how it can be implemented best according to your objectives.
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.
References
About us
“wiesmannforschenundberaten” - that is Susanne Wiesmann and an established research team of experienced morphological psychologists who work wherever needed. If necessary, they are supported by young colleagues who ensure the next generation’s perspective.
In order to guarantee valid and efficient research also in other countries and on other continents, we cooperate with competent institutes and renowned psychologists around the world.
We are able to complement our research experience gained in various countries with the research experience other psychologists gained in additional countries, thus expanding it to every country – provided that research can be carried out there.