Data-driven Brand Management – the komma Brand Cockpit

In our digital age we produce two quintillion bytes of data every day. The big challenge is to distill these data an make them usable and actionable for Marketing and Management. komma has developed an approach to bring business figures, marketing data and market research data in a brand cockpit together Together with advanced analytics we can create real added value for modern data-driven brand management. Read the article to this exciting topic from Uwe Braun and Stefan Braun in the latest magazine Planung & Analyse Ausgabe 3/2020 (in German).

Here you can also download the article in pdf.

03.06.2020

Interview about Career in Market Research

Our managing director Stefan Braun spoke with www.marktforschung.de about career and the future of market research.

read the full interview on www.marktforschung.de (in german)

01.05.2020

Irina Rotfuss new project manager market research at komma 

komma research and consulting GmbH continues to grow. Irina Rotfuss, brings amongst others further expertise in data analytics to komma. She studied communication science and media research at the university Hohenheim and business economics at the university Pforzheim. Ms. Rotfuss has worked in market research on the institute side and up until recently, as a specialist for business and market insights at Astellas Pharma GmbH in Munich.

Irina Rotfuß

01.04.2020

New managing director – former Swarosvki manager Stefan Braun joins the komma team

Stefan Braun complements the komma research and consulting GmbH as managing director since April 2020. Together with Uwe Braun and Prof. Dr. Stefan Tuschl, they represent the management team. With Stefan’s expertise, komma extends its portfolio by brand management topics for consumer goods and corporate market research, next to institutional market research expertise and scientific research. At Swarovski, Stefan Braun was responsible for global strategic brand management, as well as global consumer and market insights, among others.

Stefan Braun Team

27.08.2019

New edition of the book „Zukunft der Marktforschung“ (2. edition)

Entwicklungschancen in Zeiten von Social Media und Big Data

This book takes a look at the future of market research: Which role will market research play in the future for companies? Does the market research industry need to re-define the significance it places on big data, social media, short-lived data hypes and real business time and again? Are „data-experts“ the market researchers of the future? How will „classic market research“ look like in ten years?

These and many more questions about market research are answered in the book by renowned experts. They show what the industry needs to be aware of in the future in order to continue to be successful on the basis of three key themes

  • Market researchers and their profession: Training, intelligence professionals, strategic human ressource management
  • Research methods and research objects: Customer satisfaction research, qualitative market research, GPS usage, linguistic text mining, gamification
  • Research fields through the ages: Residential properties, financial industry, shopper market research, strategic options through Google, Facebook & Co.

The second edition of this book underwent a fundamental rework and update. It takes into account recent developments, market overviews and industry experiences of the past years.

Zukunft der Marktforschung Buch 2. Auflage

11.03.2019

komma continues to grow

The komma research and consulting GmbH continues to grow and has two new team members joining. Lisa Korf enhances the team as a project manager since November 2018. She studied sociology at the University Duisburg-Essen and gained her first experience in content management at an internet agency. Nils Sievert joined komma, also as a project manager, in February 2019. Previously, Nils Sievert studied social science at the Ruhr-University Bochum and worked in corporate market research at a telecommunikations provider and in a financial company.

Lisa Korf und Nils Sievert Team komma

26.11.2018

ADAC Monitor „Mobile in the countryside“: komma conducts a survey about satisfaction with various means of transport in the countryside on behalf of the ADAC

How satisfied are residents of rural communities with their mobility and the accessibility of relevant destinations? What do the users value about the mobility with automobiles, the public transport, the bike or by foot? And what bothers them?

komma research and consulting GmbH examined these interesting questions within the ADAC Monitor „Mobile in the countryside“ on behalf of the ADAC. You will find the detailed results here.

18.01.2018

komma study: There are many paths to successful advertising, but no halfsies

In order to be successful, advertising needs to elicit a positive impulse, a so called Wow-Effect. Only then it develops viral potential and initiates an orientation towards and behavioural change in line with the promoted product.

As clear as this prerequisite is, as multifaceted are the opportunities of how the advertising party could put it into practice. The positive impuls can either be driven by content, through an emotionally touching or rational persuading message, or formally, through an unusual or funny presentation.

The key is, that advertisements need to score highly within at least one of the 4 dimensions: heart, intellect, attention or joke. At which of the 4 dimensions is scored, is irrelevant for the production of a Wow-Effect and its viral potential.

At the same time, advertising cannot make the mistake of initiating negative feelings, through boredom or disgust for example. Otherwise, the ad will disappear from the consumer preference.

By means of comparing advertising tests across different product categories, very different spots like „Lachende Pferde“ for VW parking assistance and the Amazon Prime spot „Straßenmusiker“ gained especially high Wow-Index values. „Lachende Pferde“ scored at the Joke dimension and „Straßenmusiker“, because it touched the heart.

An essential prerequisite for a successful advertisement is therefore, that it follows a clear path. As for which path is taken, advertising parties and marketers are quite free to decide.

The presented results are based on various advertising tests, as well as a foundation study conducted in fall 2017 by komma research and consulting GmbH with almost 1.000 representative interviews through an online panel.

29.11.2017

ADAC Monitor „Mobile in the city“: komma conducts a survey about satisfaction with various means of transport in the 15 largest german cities on behalf of the ADAC

How satisfied are residents, commuters and visitors of the 15 largest german cities with their mobility in the city? What do the users value about the mobility with automobiles, the public transport, the bike or by foot? And what bothers them?

komma research and consulting GmbH examined these interesting questions within the ADAC Monitor „Mobile in the city“ on behalf of the ADAC. You will find the detailed results here.

16.11.2017

Survey about sexual harassment at the workplace for the Women`s Career Index, now at ZEIT Online

See the article „Achtung, hier ist Schluss!“ at ZEIT Online from 15.11.2017.

04.10.2017

Comprehensive survey of bank clients on behalf of management consulting Oliver Wyman

komma surveyed 2000 bank clients in Germany on behalf of the management consulting firm Oliver Wyman this summer.

Alongside basic bank and product portfolios, the usage of digital financial channels was enquired in the almost 30-minute-long online interview. The centrepiece of the study was the awareness and usage of innovative approaches in the banking industry, like multibanking, robo-advise and mobile payment.

You will find the first publication of this study in the article of the Frankfurter Allgemeine (FAZ) from 21.09.2017.

02.10.2017

Interview with Gerhild Abler

Interview with Gerhild Abler at Consulting.de about the fact, that successful election advertising needs to elicit a positive effect, a so called Wow-Effect.

continue to read

26.09.2017

Newly developed test approach shows weaknesses of CDU and SPD election advertising spots

komma research and consulting GmbH has tested election advertising spots of 6 parties, which have moved into the Bundestag, in the run-up to the current parliamentary elections.

The spots of the two largest parties, “CDU” and “SPD”, score relatively low along the two dimensions Wow-Effect (= excitement and viral potential) and Shift (= persuasive performance). They are perceived as boring, old-fashioned, and less surprising and merely score well at emotionality.

The spots of “die Grünen” and “der Linken” paint a different picture: Both generate a high Shift and an above average Wow-Effect – also in the benchmark comparison with additionally tested commercial advertisements. The “Linke” spot scores especially at credibility and conviction, the “Grüne” spot is additionally perceived as likable, entertaining and cool. The fact, that the “FDP” spot is showing a markedly weaker Wow-Effect and Shift is remarkable for the brand and advertising researchers at komma. The spot stands out, seems cool and surprising, but is apparently missing emotionality and convincing content. The “AfD” spot scores, together with the “CDU” spot, the worst.

How stongly the “AfD” polarises becomes clear once the results are observed in detail for the proponents of the parties separately: No other spot reaches such a high level of persuasive performance within the own clientele like the “AfD” spot. The “FDP” spot captivates its proponents too. Also here, the “SPD” and “CDU” spots fare the worst.

948 representatively selected people over the age of 18 were asked through an online panel within three days prior to the parliamentary election.

07.03.2017

komma conducts a survey about usage of public tansport on behalf of the ADAC

Which means of transport are used by the residents of the ten largest german cities to get to work, to run private errands, and to move about in their free time? Which significance is put on the local public tranport (ÖPNV)?

What prevents the residents, who do not use local public tranport, or only use it occasionally, to make the switch? And how many people could envision themselves to switch to public tansport, if certain conditions are changed? How large would the potential in the different cities be?

komma research and consulting GmbH explored these and further intersting questions on behalf of the ADAC.

11.01.2017

New book release “Marktforschung der Zukunft – Mensch oder Maschine?”

Bewährte Kompetenzen in neuem Kontext

This book explains how big data, social media and automated, as well as innovative methods change market research as a profession and how the industry could re-position itself anew.

Prof. Dr. Stefan Tuschl, Professor for quantitative methods at the Hamburg University of Applied Siences (HAW), Bernhard Keller, passionate market and opinion researcher and multiple author, and Hans-Werner Klein, CIO of Twenty54Labs – experts for datawork in industry and market research, let renowned market research experts of different industries show how new instruments and approaches are influencing their business and are differentiating their profession.

The book is now available at Springer Gabler Verlag, Wiesbaden.

16.11.2016

komma is expanding further 

The komma research and consulting GmbH recruited two new project managers due to their very positive business development: Melanie Schwandtner is a fixed part of the team since October. The event manager and judicial secretary has long-standing international professional experience, mainly in Asia and Australia. Sandra Stone is part of komma since the 1. November. The business graduate comes with extensive institutional experience and international corporate market research experience due to her previous occupation at Vocatus and Swarovski.

25.10.2016

Interview with Prof. Dr. Stefan Tuschl

Interview with Prof. Dr. Stefan Tuschl at Marktforschung.de in the section „Marktforschung regional“ with the title „Pendler zwischen den Rändern Deutschlands“.

continue to read

20.01.2016

komma extends its management with Gerhild Abler

Gerhild Abler is part of the management of komma research and consulting GmbH, located in Munich, since the 1. January 2016 and forms together with Uwe Braun and Prof. Dr. Stefan Tuschl the three-headed leadership.

Gerhild Abler has worked in market research and marketing consulting for over 20 years. Previously, she was division manager at TNS Infratest and responsible for the business division tourism and traffic. Further key experiences include consumer goods industry, trade and telecommunication. Thematically, she especially brings brand, communication competency and customer experience/CRM.

28.12.2015

komma supports the initiative “researchers4refugees – Marktforscher engagieren sich für Flüchtlinge”

We congratulate Marktforschung.de to this inspired idea and are happy to support this initiative.

Here you’ll get to the site of the initiative “researchers4refugees” of Marktforschung.de

10.11.2015

Publication

“Die Finanzmarktforschung wird direkter.” Our managing director Uwe Braun in the November edition of bank und markt.

The article illuminates the consequences of digitalisation within customer satisfaction research and sales.

In addition, social media presence of financial service providers is examined and the importance of emotional content is delineated. Measurement approaches like e.g. „Facial Coding“ for implicit emotion measurement receive ever-increasing meaning.

Braun, U. and Keller, B. (2015). Die Finanzmarktforschung wird direkter. bank und markt 11, 25-30.

09.09.2015

Verena Siems enhances team komma

The team of komma research and consulting GmbH continues to grow in welcoming Verena Siems in August.

The political scientist is working within market research for over 10 years and brings extensive consulting experience within advertising and customer loyalty research. After her position as corporate market researcher at a Swiss telecommunications provider, she worked with different market research institutes in stakeholder management.

17.06.2015

New book release “Zukunft der Marktforschung”

Entwicklungschancen in Zeiten von Social Media und Big Data

Which role will market research play in the future for companies? Does the market research industry need to re-define the significance it places on big data, social media, short-lived data hypes and real business time and again? Are „data-experts“ the market researchers of the future? How will „classic market research“ look like in ten years?

Prof. Dr. Stefan Tuschl, Professor for quantitative methods at the department of management at HAW Hamburg, gets together with the market and sales researcher Bernhard Keller, director at Maritz Research Hamburg, and Hans-Werner Klein, co-founder and CIO at Twenty54Labs, Valkenburg (NL) / Bonn and knowledge mediator between humans and data, to the bottom of these questions in the book „Zukunft der Marktforschung“.

The book is now available at Springer Gabler Verlag, Wiesbaden.

04.12.2014

komma is a member of the Berufsverband Deutscher Markt- und Sozialforscher e.V. (BVM)

komma is now a corporate member of the BVM (Berufsverband Deutscher Markt- und Sozialforscher e.V.), the most important advocacy group of market researchers and social researchers in Germany.

As a corporate member of the BVM, komma is obligated to comply with the professional and quality standards of the industry.

19.11.2014

Living and working abroad – An international study of InterNations and komma

The expat network InterNations has carried out an international study about living conditions of expatriates, i.e. people who live and work abroad, with support of komma research and consulting GmbH. The study is based on a survey of almost 14.000 expats of over 160 countries and is therefore currently one of the most extensive studies in this target group. The topics range from quality of life in the respective host country and cost of living to partnership and family.

In the global overall ranking, Ecuador occupies the leading position among the expats. The country is particularly evaluated excellently because of low cost of living and social integration. Luxemburg occupies rank 2: Here, newcomers particularly value the good carreer opportunities and economic stability. Due to a very positive evaluation of friendliness in the country and personal satisfaction, Mexiko ranks third in the overall ranking.

Single aspects of living abroad were also compared amongst the countries: Switzerland for example scores first place amongst expats at the topics overall quality of life, security in the country, and infrastructure. Norway scores first place at the topics work-life-balance and security of the workplace. Generally, all scandinavian countries score very well at the aspect family friendliness.

Moreover, a typology was developed, which shows the motives of the stay abroad. In total, ten types could be identified among the expats: For example the Romantic, who moves due to love and is often found in countries like Greece and Sweden, the Globetrotter, who likes to travel and lives abroad – often found in Argentina, Costa Rica and Panama – or the Carreer-expat, who is often found in Bahrain, Kenya and Belgium.

Further information, graphic material, as well as the complete study can be downloaded here: http://www.internations.org/expat-insider/2014/

About InterNations

The Munich company InterNations is with more than 1,4 Million members in 390 cities the largest network for expatriates worldwide. The first international online and offline community for expatriates offers people living and working abroad the opportunity to connect and exchange experiences with other members, who share the same living situation and similar needs. InterNations is geared towards the needs of expatriates in particular and connects online with offline offers: The Members are meeting regularly at events and activities, they share tipps in forums, and expat guides offer informationen about the new place of residence and about living abroad.

14.10.2014

Nadine Fischer enhances komma team 

Due to the continued very successful business development of komma research and consulting GmbH, Nadine Fischer joined the institute on 1. October.

The certified psychologist is working in market research since more than 10 years and brings extensive consulting experience in market research and brand research. Previously, she held a managerial position at the renowned market research institute TNS Infratest and took responsibility for large brand trackings amongst others.

Uwe Braun, managing director at komma: „We are happy to have won over such an experienced and competent colleague. Going forward, we can offer our customers an even more comprehensive consulting for any questions around brand and communication.“

10.6.2014

Interview with Uwe Braun and Prof. Dr. Stefan Tuschl

Interview with Uwe Braun and Prof. Dr. Stefan Tuschl at Marktforschung.de in the section “Jung und Wild? Newcomer in der Marktforschungsbranche”

continue to read

29.01.2014

komma reports positive news and expands its team

Claudia Herrmann is new to the team of komma research and consulting GmbH. She brings 11 years of expertise in market research and comes from TNS Infratest.

The founders of komma Uwe Braun and Prof. Dr. Stefan Tuschl take stock 12 months after incorporation: „Our focus on the themes communication research and market research, as well as demanding modellings, was received well from our customers. We will continue our growth 2014 with the expanded team and the new larger office“ the managing director Uwe Braun explains.

Customers of market research institutes desire individual research approaches, backed by solid scientific methods and clear recommendations for action. We geared our business concept precisely towards this aspect“ Prof. Dr. Stefan Tuschl, who co-founded komma and holds a professorship for quantitative methods at the Hamburg University of Applied Sciences (HAW), adds .

01.07.2013

komma Research and Consulting GmbH is moving into new office in the heart of Munich

The komma GmbH is moving into a new and larger office near Theresienwiese.

01.01.2013

Foundation of komma Research and Consulting GmbH

Uwe Braun and Prof. Dr. Sefan Tuschl founded komma research and consulting GmbH based in Munich. The focus lies on communications research, advertising and market research, as well as demanding modellings.

Uwe Braun works in market research since the past 19 years, recently as deputy executive director at TNS Infratest. Prof. Dr. Stefan Tuschl has over 18 years of experience in market research and was the head of the center of Applied Marketing Science at TNS Infratest for many years. Dr. Stefan Tuschl is Professor at the Hamburg University of Applied Sciences (HAW).

Press contact:

Uwe Braun
Managing Director

komma Forschungs- und Beratungsgesellschaft mbH
Tel: 089/189 4687 -10
Fax: 089/189 4687 -50

Email: uwe.braun@komma-forschung.de
Web: www.komma-forschung.de