K&A publication in: SG
Inflation, recession, less budget, less consumption. To break out of the mental price spiral as a brand, it helps to address specific benefits in specific everyday contexts.
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K&A publication in: BRAUWELT
What will replace the light beer trend? What consumers expect from beer in the future. Insights from a study by K&A BrandResearch.
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K&A publication in: GETRÄNKEFACHGROSSHANDEL
Why milk alternatives are in and why real milk needs new consumption occasions.
K&A publication in: HEALTCARE MARKETING
Behavioral automations and key stimuli help context efficiency in the medical setting. Context communication also works in healthcare settings.
K&A publication in: Pharma Relations
Why longevity displaces death and the status quo bias ensures little provision for death.
Vague reasons for use do not make an exciting product a trend. Why Hard Seltzer doesn’t have it so easy …
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Health care is becoming more female, and communication of illnesses and complaints between men and women often different.
K&A publication in: new business
We have too much of many things. No easy task for advertising to penetrate the memory of us consumers.
Image: Composing Ina Kerckhoff
K&A publication in: marke 41
Why marketing should sell first and then worry about Purpose – and not the other way around.
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Juice needs new occasions and lively brands – for more success. Health claims and increased health awareness in Gen YZ make it more difficult for juices and spritzers to communicate increased relevance to everyday life. Regionality and sustainability are anchor points that had helped some brands in recent times.
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K&A publication in: planung&analyse
Better insights via qualitative online market research! Fast group discussions, esoteric depth psychology etc. get lost in mystification. Better to trust the state-of-the-art of psychology: Behavioural research via psychodrama.
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In times of stimulus and information overload, consumer buying behaviour seems disloyal. Using context thinking as a door opener for the confectionery industry.
Image: K&A BrandResearch AG
Those who understand everyday contexts, win over new consumers through packaging communication. What does this mean for confectionery brands?
It is not the evaluation of brands in terms of attitude and sustainability that is relevant for purchasing, but above all concrete occasions.
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The drinking behaviour of mineral water among consumers and users. Alternative: Tap water treated by a fizzy drinker.
Study results: Death continues to lose fear, the church continues to lose importance: Dying shall have less psychological burden on those suffering from it!
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Corona provided many restrictions in everyday life, but cooking and baking were rediscovered by Gen Y and Gen Z. We describe here how strongly the context of baking became established in German households.
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It is time for a new psychology in market research. The cognitive turnaround is missing. We need a realistic cause-and-effect understanding of people`s behaiviour.
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The rise of chips, nuts and other salty snacks continued under Corona, Netflix & Co. and is growing and growing. Contexts suitable for everyday use as a guarantee for snacking success in Gen Z!
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K&A publication in: HEALTHCARE MARKETING
New opportunities for medicine and pharmaceutical marketing through the use of artificial intelligence (AI).
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Beer mixes, shandy & co. on the road to success: Feel-good with less alcohol for young people!
K&A publication in: markenartikel
Behavior is decided in contexts. The psychological understanding of contextual conditions and human decision-making behavior helps to achieve more brand success.
Already relevant for a quarter of German patients today – soon even more important than the doctor?
Making brands more successful with contexts. If you want to understand buying behaviour better, it pays to look at the relevant context of the customer.
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How brands can actively shape change. And by involving consumers with a migration background!
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The regionality boom continues in volatile times. Why regional is psychologically booming, why regional brands have many untapped opportunities, read this article.
For COPD therapy, physicians must overcome emotional hurdles to treatment success in smoking patients.
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K&A publication in: SG-Magazin
If you understand people on the basis of their everyday behavior, you can find efficient ways out of the crisis for brands.
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Christmas, Halloween, Corona & Co.: Why contexts fuel the seasonal business for sweets and increase the want-to-have among consumers.
Foto: Composing Ina Kerckhoff
GenZ: Trick or treat. Digital or analog. For digital natives, this is apparently not a contradiction. To score points in the GenZ, brands should present themselves as regional as well as socially responsible and environmentally friendly.
