Selected publications on the K&A Psychodrama®
- Rollenspiel und Psychodrama als Marktforschungsmethoden: Integration von Beobachtung, Befragung und Experiment, Dr. Elmar Haimerl und René Roleff:
A substantial aim of marketing is the creation of BrandMonopolies®. For this one has to know the buying motives of the target groups. Current market research methods are only partially suitable for aims of motive research, as there is often no holistic understanding of the object of investigation. With the psychodrama, the authors introduce a method into discussion which comes from clinical psychology. - Tabus “knacken” mit dem Psychodrama, Dr. Uwe Lebok und Nina Mandel, published in research & results 04/2005:
The right understanding of taboos, their aimed decoding and successful use is often crucial for brand management. It is however part of taboos‘ nature, that their address bears difficulties for research. Dr. Uwe Lebok and Nina Mandel show how the psychodrama makes successful brand management in taboo zones possible. - Schleckermäulchen: Dicke Kinder zwischen Lust und Frust, Dr. Uwe Lebok, Maryse Mappes und Manfred Zerzer, published in: planung & analyse 06/2004:
Corpulent children create shine-solution-strategies to flee from the feeling of social exclusion. To elaborate promising concepts with regard to such social developments, companies need in-depth knowledge about the target group. The kids psychodrama is an innovative and transparent method of kids market research allowing deep insights into special target groups, too.
Selected publications on effectiveness prognosis
- Wenn dem Angler der Wurm schmeckt - und nicht dem Fisch! Dr. Elmar Haimerl und Dr. Uwe Lebok, published in: planung & analyse 02/2005:
Facing high flop-rates and the oversaturation of consumers with advertisement, commercials become more and more flashy. However, to be noticed is only an essential but not a sufficient condition for increasing purchase preferences. To assert if a communication is up to this increase and derive how purchase preferences are to be achieved, is the function of an advertisement pre-test.