“Understanding Customers. Living Transformation.”

Discover our mission.



Consumer Behaviour

Required for the generation and utilisation of customer insights is extensive understanding of the ways that consumers think, feel and act. The aim is [...]

Transformation & Innovation

A completely new radicalism is characterising the competition for innovation. Digitalisation, globalisation, disruption and speed are the main catchwords in this context. Innovative business models derived from unique customer insights [...]


In an era in which we are witnessing rapid changes to consumer cultures and increasing fragmentation of markets, the power of the brand is again growing in importance. Fundamental changes are occurring in the methods used [...]


Leadership is an attitude. Management is a skill.

Business model transformation requires not only development of the services offered to customers but also development of the organisation itself. This can be facilitated [...]

Methodological skills

Our research is specifically characterised by the diversity of our methodological skills. We also place considerable emphasis on employing our theoretical expertise for the benefit of practice. We are thus able to provide wide-ranging consultation services based on academic and innovative approaches.


Data Analytics

Explorative Methods

Experimental Research



Gamified Information Presentation and Consumer Adoption of Product Innovations

in: Journal of Marketing, 2017, 81 (2), 8-24
(Jessica Müller-Stewens, Tobias Schlager, Gerald Häubl, & Andreas Herrmann)

Personalizing the Customization Experience: A Matching Theory of Mass Customization Interfaces and Cultural Information Processing

in: Journal of Marketing Research, 2019.
(Emanuel de Bellis, Christian Hildebrand, Kenichi Ito, Andreas Herrmann, & Bernd Schmitt)

Repayment Concentration and Consumer Motivation to Get Out of Debt

in: Journal of Consumer Research, 2016, 43 (3), 460-477.
(Keri L. Kettle, Remi Trudel, Simon Blanchard, Gerald Häubl)

The Influence of Trait and State Narcissism on the Uniqueness of Mass-Customized Products

in: Journal of Retailing, 2016, 92 (2), 162-172.
(Emanuel de Bellis, David E. Sprott, Andreas Herrmann, Hans-Werner Bierhoff & Elke Rohmann)

The preference-signaling effect of search

in: Journal of Consumer Psychology, 2015, 25 (2), 245-256.
(Xin Ge, Neil Brigden, Gerald Häubl)