We strengthen brands!

Successful brand management needs ground breaking insights. We have been providing these for more than 35 years through our psychological market research.

Often human behaviour appears schizophrenic despite clear insights. This has changed since we began to focus on the respective decision-making contexts.

With our ContextThinking® approach, we support our clients in successfully anchoring their brands in the relevant contexts.

Because today it’s about people thinking about our brand in decision-making situations, not so much about what they know about the brand. This applies to consumers, B2B decision-makers and healthcare professionals.

We strengthen brands!

Successful brand management needs ground breaking insights. We have been providing these for more than 35 years through our psychological market research.

Often human behaviour appears schizophrenic despite clear insights. This has changed since we began to focus on the respective decision-making contexts.

With our ContextThinking® approach, we support our clients in successfully anchoring their brands in the relevant contexts.

Because today it’s about people thinking about our brand in decision-making situations, not so much about what they know about the brand. This applies to consumers, B2B decision-makers and healthcare professionals.

How do brands survive in abundance? They have to stand out from the overabundance and show their colours. Brands are strong when they have a physical presence, such as distribution, and above all a mental presence - salience via memorable brand signals and in relevant brand contexts.

Strong brands need really good brand researchers. We support you in a target-oriented way with optimal research solutions, are courageous, clear and straightforward in insight generation and implementation recommendations. And we deliver the necessary impulses for better performance and strategies without ifs and buts. The benchmark for our services is future brand success.

K&A BrandResearch stands at the intersection of psychology, market research and brand management. Our central idea generators are …

Psychology:

Daniel Kahneman

Daniel Kahneman
System-1, Autopilot

Gerd Gigerenzer

Gerd Gigerenzer
Good decisions, irrational consumers

Photo: Franz Johann Morgenbesser

Jacob Moreno

Jacob Moreno
Psychodrama, experiencing rather than enquiring

Marketing:

Al Ries

Al Ries
Positioning, brand strength

Photo Mary Jane Starke CC BY-SA 4.0

Byron Sharp

Byron Sharp
Salience, contexts

Photo chabn001

Marc Ritson

Marc Ritson
No Bullshit-Marketing

Our philosophy forces us to be clear, realisable and consistent. In terms of brands: We not only analyse psychoanalytically how brands have come to dead ends, but also show horizons how schemes can be changed in terms of branding.

Until the 1990s, marketing rules such as "Differentiate or Die" or "Strategy of Strength" were still relevant. The origins of K&A and the so-called BrandMonopole approach of K&A founder Peer-Holger Stein also fall into this phase. Today, relevant positioning is usually no longer enough for market success. Successful brands are context heroes in times of too much choice: These brands are the most suitable alternative for people in everyday contexts to efficiently satisfy a need.

Through our ContextThinking® approach, we understand brand occasions, redefine contexts and help shape mental brand presence to be effective in the market.

Brand success is our benchmark.

The people and tools in market research and brand consulting at K&A regularly prove: ContextThinking® works better.

That's what our customers say about us:

What moves us. What we move. We write articles in the trade press on topics such as market research, brand management and brand positioning, about our ContextThinking®, psychodrama research and brand awe.

Zeitschriftenstapel
© Ina Kerckhoff

In our own K&A studies, we get to the heart of current marketing topics.

In the BrainCandy series, Ralph Ohnemus explains connections and offers background knowledge on current events. You can subscribe to the podcast here.

Understanding market research. We organise industry-specific seminars and use teaching assignments at universities to whet young people's appetites for consumer psychology and context marketing.

Our articles in the trade press

K&A Own Studies

The K&A BrainCandy

K&A BrandResearch was born in 1984. Yes, we have a long history in market research, consumer psychology and brand consulting. With astute visions and a strong team, we support companies in their brand management.

Starting from the context in which brands and people are perceived, we create the brand essence that makes customers and consumers marvel. As BrandContext-Decoders, we are happy to show you our view of market research, insights into brand experiences and we advise you on the implementation of marketing strategies.

The people behind K&A.

Strategists, creatives and experts from different disciplines are assembled into flexible teams to suit the task at hand.

Ralph Ohnemus

Ralph Ohnemus

Managing Board (CEO)
Dr. Uwe Lebok

Dr. Uwe Lebok

Managing Board (CMO)
Florian Klaus

Florian Klaus

Director BrandPsychology
Elke Bodensiek

Elke Bodensiek

Fieldwork Manager
Andreas Putz

Andreas Putz

Senior BrandConsultant
Stefanie Häfner

Stefanie Häfner

Junior BrandResearcher
Nina Dörrbaum

Nina Dörrbaum

Junior BrandResearcher
Ruth Dömling

Ruth Dömling

Fieldwork Manager
Axel Bayer

Axel Bayer

BrandResearcher Psychology
Heinz Wagner

Heinz Wagner

Data Insights Researcher
Yvonne Rother

Yvonne Rother

Company Accountant
Marco Gromer

Marco Gromer

Senior BrandConsultant und BrandPsychologist
Jane Becker

Jane Becker

Office Manager
Petra Engelhard

Petra Engelhard

Office Manager
Polina Ginzburg

Polina Ginzburg

Senior BrandConsultant
Sarah Wann

Sarah Wann

Junior BrandResearcher
Anika Tamm

Anika Tamm

BrandConsultant
Anja Postler

Anja Postler

Senior BrandConsultant und BrandPsychologist
Irena Leuthold

Irena Leuthold

Senior BrandConsultant
Christina Kisskalt

Christina Kisskalt

Senior BrandConsultant
Nathalie Dammer

Nathalie Dammer

BrandConsultant
Dr. Thomas Weid

Dr. Thomas Weid

Senior BrandConsultant
Marianne Meyer

Marianne Meyer

BrandResearch Assistant Graphics
Claudia Ullrich

Claudia Ullrich

Senior BrandConsultant

Become a BrandContext-Decoder. Become part of our team! Start your career at K&A with intensive client experiences and a completely different approach to finding solutions.

Senior BrandConsultant Healthcare Qualitative

Jobprofil. We are looking for a research-oriented (Senior) Consultant from the industry or from an institute with at least five or three years of relevant experience to advise our growing customer base of international HealthCare Key Accounts. Read more ...