Stakeholder Insights
Peter Gerlitz

We know precisely how deep we must explore to make a brand’s essence or the target group’s motives sparkle.

Exploring in too much depth will produce interesting insights that turn out to be irrelevant. Exploring not deep enough will provide little more than general knowledge.

The true motives of human behavior can be found on four levels:

The first level is about sensory stimulation: The aroma a bakery blows out on the sidewalk makes our mouths water. Physically attractive pharmaceutical sales representatives are more convincing with doctors than their average looking counterparts.

On the second level we find obvious arguments. This shape and color of this shoe follow the current fashion trend, it fits and is a bargain. If all subsidiaries buy the same products, it will lower expenses to order in bulk.

Internalized norms and habits constitute the third level: Young women with steady partners use oral contraceptives. Going to the movies without popcorn and coke would only be half the fun. In this company we’re not on a first-names basis. City officials go by the rulebook, not by the wants and needs of the citizens. Only the CEO is allowed to use green ink.

Mindset

We gain insights

The joy of producing insights guides our work. The art of asking questions is our métier. It all starts with empathetic listening and inspiring questions. Asking questions means reflecting, understanding and thinking ahead. This enables us to gain insights that matter.

We love people

Every person is unique and has something special about them. We welcome everyone with genuine kindness and give them the space they need to open up. The open communication leads into the depths where relevant insights can be found.

We value brands

Brands are living force fields. They can attract people and connect them in a shared destiny. This is why brands are so valuable. Such a force requires caring leadership to ensure that the brand develops in a positive direction.

We give answers

Valuable insights lead to concrete action. While we are generating insights, we think about how to achieve the best solution for the problem at hand.

Our experience is a pool that is wide and deep.

We are very experienced in all methods of qualitative research and have been working in the field since 1986, doing research and developing and fine-tuning our methodology.

We have a wide breadth of experience across many markets and target groups. No market is foreign to us and we have a good rapport with all kinds of target groups.

Pharmacies and medical professionals

• Pharmaceuticals Rx
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• OTC
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• Animal health
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• Prevention
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Personal, laundry and home care

• Cosmetics, fine fragrances
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• Laundry and home care
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Food and Beverages

• Pet food
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• Food
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• Confectionery
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• Coffee and tea
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• Paper products
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• Soft drinks
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• Alcoholic beverages
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• Cigarettes
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• Table culture
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• Restaurants
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Demographics:

Men
Women
Children
Adolescents
Senior citizens

Geographics:

Regional differences and identities (Hamburg, Berlin, Köln, Düsseldorf, Essen, Bochum, Stuttgart, München, Nürnberg,, Leipzig, Dresden, Ruhrgebiet, Ostdeutschland, Hessen, Franken, Schwaben)

International differences (USA, Singapore, Indonesia, China, Poland, England, France, Spain, Italy, Switzerland, Austria, Belgium, Netherlands, Finland)

Professions

Medical doctors
Pharmacists
Architects
Craftsmen
Farmers
Retailers
Call center agents
Sales representatives

People always have a choice. Their choices are not random. We provide insights about what influences people’s choices.

The Why Question: Mindset, Motives and Barriers

We explore the mindset of target groups and brands and provide insights into how to make best use of these mindsets and how to develop them further. Typical questions include, but are not limited to: “What is the best positioning for our brand?” “Which motives and barriers are at work when people buy our products?” “What is the common mindset of this business unit compared to the overall company?”

Various types of practices are implemented and then streamlined to the relevant question in terms of content and methodology. The following have proven to be successful:

One-on-Ones

• In-depth interviews
• In-home interviews
• Interviews at work
• Interviews at point of purchase
• Interviews while using a product
• Coaching

Group Interviews

• Focus groups
• Concept lab
• Insight lab
• Duo interviews
• Triads
• Workshops

I founded my own independent research and consulting practice in 1991.

At Henrion Ludlow & Schmidt, a corporate identity consultancy in London, I learned how to take a look from the top at brands and corporations. My formative years were with the Grey advertising group, where I learned a lot about brand development and brand leadership and about putting the customer first. I worked as a market researcher, creative planner and strategic advisor for a number of different brands, including major brands like P&G, Volvo and British American Tobacco.

My academic studies in business and communication focused on strategy and psychology. I studied at the Free University of Berlin in Germany, the University of Business Administration in Vienna, Austria and the University of Illinois in the USA.

Stakeholder Insights
Peter Gerlitz
Heimweg 6
47803 Krefeld
Germany