Hold and inspiration for brands
How brands can provide support and inspiration in a PandemicReliability and consistency are important signs for consumers in times of crisis. Especially brands that people have been…
Mindfulness: Conducting qual amid the COVID-19 pandemic
Mindfulness: Conducting qual amid the COVID-19 pandemicConsumers have been sensitized by COVID-19. Mindful moderating allows qualitative researchers to reveal fresh insights exposed…
Brands – as signposts of the (new) everyday life
Brands – as signposts of the (new) everyday life The Corona crisis challenges brands to reposition themselves and make intelligent use of the dynamic environment. This is not only a matter…
Cross-industry growth opportunities – taking advantage of the increased importance of sports and outdoor industry
Cross-industry growth opportunities – taking advantage of the increased importance of sports and outdoor industry New corona and lockdown experiences create new motivations and needs in…
Corona and purpose
How brands can become a lighthouse in times of crisis. 11 theses on the ‘New Normal’.The Corona crisis is different from other crises because it completely turns our everyday…
Consumption in Crisis Mode
Consumption in Crisis Mode - How Brands are now Making Themselves Indispensable as Development AidsPsychologically, people are currently in a transitional phase: they feel that their more…
The new obedience – how advertising in podcasts works best
The new obedience – how advertising in podcasts works bestPodcasts as a media format can generate a high level of loyalty and attachment among their users; reinforced by the “inner…
Shopping of Gen Z - First Class and Second Hand
Shopping of Gen Z - First Class and Second Hand The purchasing behaviour of Gen Z is at first glance very contradictory. On the one hand, they have no problems with having the cola bottle…
Generation Z - TikTok: Hot or not?
Why TikTok is so exciting for the young Especially The Gen Z loves TikTok. More than 5 million users already use the app in Germany, and 1 billion worldwide. German users call TikTok on…
Generation Z – adolescence
When life gets a subject lineGeneration Z moves one’s own growing up more strongly than the topic of generation conflict, which is more difficult to manage today than in the past.…