fields of activity


Strong brands don’t need arguments to win us over; instead, we’re simply drawn to them.

While numbers and statistical data are indispensible to brand management, they frequently prove insufficient for the purpose of understanding just why a brand is successful.

Why do people actually buy a brand? What unconscious motivations underlie their decisions? What emotions do I have to pick up on and understand?

Here, I use a method that leads to very concrete results: morphological market research, which was developed in Cologne, Germany. On the basis of interviews that employ principles of in-depth psychology, factors that operate on the unconscious level can be rendered visible and usable.

As a trained morphologist, I conduct such studies myself along with a team of interviewers and subsequently provide support to my clients in implementing the results.