Our knowledge of the many different markets is based on 20 years of consistent
observation and resulting learnings that find their way into our research.

It can currently be observed that
 ● cycles of changing values, trends and styles are becoming shorter and shorter
     – have an almost seasonal character
 ● the consumer is overwhelmed by media overload, related to variety and amount
 ● brands appear increasingly arbitrary, can no longer be clearly distinguished from
     private labels
 ● purchase decisions (at the POS) are being driven more and more by impulse
 ● too much of the same is being offered in categories and brands, compelling
     and convincing messages are often lacking
 ●  the actionism of the market is increasingly provoking actionism on the part of consumers

The consumer’s reaction is
 ● an increasing lack of orientation
 ● a strong need for simplification, order and clarity
 ● boycott and, as a result, consumer's rage

The current crisis and related political and economical uncertainties strengthen
this development and entail new challenges for marketing, market research and
communication.