The key to people and brands.

Understanding people, creating brands.

In the age of a job world 5.0, digitalisation and AI, our business is centred on the human being and its daily routines. As important numbers, trends and algorithms might be – they won’t unlock the hidden insights of human motives!

In order to truly empower brands, we supply our clients with research-based consulting approaches. Not only individual numbers or verbatim of participants are our focus, but rather the overall behaviour of the target consumer. To our research and consulting applies: context is king! Only who truly understands the everyday life situations of people, is able to define brand-customer-relationships in their contexts and can accompany brands in these situations more relevant, noticeable and efficient.

Context-driven Consulting

Information overload, hyper competition, digital rapidity - our everyday-life is characterised by “too-muchedness“. What is not leading to fast mental availability will be forgotten or faded out. As humans we increasingly decide depending on situations and context. Therefore context-driven is often more relevant than insight-driven.

This is where K&A is coming into action and offers 30 years of psychologically profound research & consulting expertise. With the K&A Psychodrama we are the world’s first institute that applies this uniquely intense psychotherapeutic method since 1989. We are not reducing participants to isolated statements of ‘interviewees’, we rather experience and understand their behaviour interactively in relevant contexts of their everyday lives: Asking without asking, roleplay instead of common questions-answers. More than 5000 indepth-psychologically evaluated projects both on national and international level, over 60.000 participants and nearly 500 advised brands form our unmatched benchmark of context-driven market research & consulting services.
Video: What the K&A Psychodrama® is all about.

One step closer to people

We are serious about focussing on people. At K&A, numbers, data and statements are brought to life and are ‘humanised’. Every result is communicated to our clients in a clear, plausible and concrete fashion – without subjunctive, fuss or quibble. Who consults needs to take a stand!

Especially through our qualitative & Psychodrama research, we activate our clients from various sectors (FMCG, Beverage, HealthCare, IT e.g.) to experience their potential customers first hand and undisguised. We unlock the people behind numbers and role patterns: who they truly are, what they truly want, what motivates them and why they will buy certain brands more often in the future.

We are well-equipped with a variety of tools in order to support our clients on their journey of branding & innovation - whether with desk research, quantitative surveys, psychological insights or brand workshops, co-creation or internal coaching workshops.


K&A advertising target
Spoon licking

How people experience brands and how to measure this experience. In our everyday lives we encounter brands, services, and innovations constantly. Unfortunately everyday life is marked by a lack of time and information overload.

For the interaction between brands and the individual this means: only those who send relevant and clear signals and messages via critical touchpoints can expect that a given brand can be experienced by the observer within a split-second.

In this, brand experience can be measured at any time. And brand experience can also be dynamically developed based on an informed analysis of facts as well as findings from consumer psychology and neuromarketing.

Good advertising is liked and is successful! With the eMOT® advertising media benchmarks K&A BrandResearch offers a long-standing, and internationally proven research tool for sustaining the effect of communication of all kinds. The method is flexible in terms of operation, measures implicit reactions and predicts the success of a brand to be derived.

Test results are compared with data from the K&A benchmark database and graphically implemented in the form of an advertising target.


Silhouette of a head with the word Thinking.


How do people really perceive brands? Which desires and needs exist? Which fears and worries? Psychological insights that really help. Marketing that gets very close to people and their feelings.

Silhouette of a head with the word Experience.


A brand only thrives if we experience it the right way! Brand profiles and consumer positioning are the results of current brand experience. Which in turn can be measured and managed using research: efficient touchpoint management, more successful marketing!

Silhouette of a head with the word Interacting.


If you forget something, you haven’t experienced it. Brands need to sustainably and effectively communicate! Channel-crossing using right and relevant emotions and messages. Intelligent methods help to raise brand awareness.

Our tools for a better understanding of people and brands.

Describing behaviour and making it more predictable. For this purpose we have a broad repertoire of methodically-controlled methods. Compared to many other quantitative methods, our qualitative approach is characterised by a much greater openness and flexibility. Our market research delivers accurate results and unique derivations, which marketing managers can rely on immediately.

Our research is conducted face-to-face, online, in the test studio, and also ethnographically. For the recruitment of volunteers, we work with trusted partners on a national and international level.



Innovations. If you knew the future, you would need less marketing and market research. But in order to generate success factors for innovations for subsequent brand management, K&A BrandResearch delivers the necessary insights for corporate strategy using projective methods with numerous with numerous creative techniques (e.g. psychodrama). Success can never be predicted or guaranteed 100%. But failures can be minimised based on research!

Best Age. No segment changes so drastically as the age group of 50+ / 60+. What still applied five years ago, already applies only to a limited extent in the renewable cohorts. K&A has been conducting independent studies for about 15 years with regard to those in the "best age" and is considered to be an expert in socio-psychological changes of motive structures and self-perception in this target group.

Children. In families children are becoming increasingly important in the selection decision of brands. Biographical marketing strategies strive to inspire them early as future consumers of their brands. When building fascinating period brands we support our customers with specific tools for child market research. The change in brand-human interaction to relevant messages and concise signals especially in children and adolescents is the alpha and omega for brand success.

Media / Publishing. With Web 3.0 reading and media behaviour has changed dramatically. So the approach to the potential target groups has also changed. K&A helps to optimise the target group approach for titles and internet providers. Whoever knows the needs and motives of people in their media behaviour can also achieve successful and differentiated positioning specific to target groups.

Finance and Insurance. People want as much security as possible. Especially with large investments and health issues. In addition to image and positioning studies for banks, insurance companies and health insurance companies the fields of activity undertaken by K&A BrandResearch also include decision analysis on capital investments and real estate.

Commerce. Commerce is constantly changing. It communicates with us humans in ever more subtle ways, using various touchpoints. Commerce brands are increasingly only commercial or private labels. K&A accompanies commerce strategies on shopper research, brand psychology positioning studies, advertising effectiveness research to efficient touchpoint management – and via food retailers, specialist beverage markets, shop-in-shop configurations, fashion, online retailers and many others.

Telecommunications. How people will communicate in the future has always been a central concern for K&A BrandResearch. The analysis does not focus only on electronic devices and their handling, but also all forms of human interaction through the network: from classical consumer electronics and mobile phones to online banking, e-commerce and dating.

Beverages. K&A lives for beverage brands! From research into innovations to positioning analysis and basic psychological studies. Beer (regional and international) belongs within our skillset as much as soft drinks, energy drinks and hot drinks, but so too do issues concerning containers and B2B. Due to its exceptional level of expertise in the beverage sector K&A is on the advisory board of the Getränke Impuls Tage event held annually in Kitzbühel.

Food. A core competence since 1984! Qualitative and quantitative market research of all kinds, numerous psychodrama studies, as well as brand consulting for SMEs, highlight the wide range of collaborations between confectionery, snack food products, dairy products, meat and sausages, delicatessen products, baked goods, and frozen foods to stationery, cosmetics and toilet paper. Everything that is important for everyday life!

K&A HealthCare Unit. We ask your doctor or pharmacist! The healthcare sector (RX, OTC, medical technology, personal care) has been a focus for K&A BrandResearch with sophisticated target markets (specialist doctors, medical specialists, pharmacists, patients, health insurance professionals, opinion leaders, etc.) and challenging topics (political reforms and restrictions, indications and indication-independent taboos).

Our specialised unit works with three interdisciplinary teams realizing national and international projects. In the past 15 years we have carried out over 600 K&A Psychodrama® studies in the healthcare sector alone.

K&A Pharmaceutical Market Research




Closer to the brand experience!

How are brands experienced? What moves people? This interests us as we continue to research and explain the human-brand interaction.

Therefore we regularly conduct studies on current topics and trends. And we provide our research results to our customers and stakeholders.


"As a researcher and brand consultant, I am particularly interested in recent publications in the field of neuroscience, psychology and behavioural economics. If anything has especially impressed me and could also be helpful to our customers in their work, I summarise it several times a year into a short, inspirational text. Intended as a small impulse to make us think, i.e. intended as BrainCandy." Ralph Ohnemus.

BrainCandy No. 61

Why the context overcomes your personality – and you don't even realise it

BrainCandy No. 60

"The lockdown was extremely painful – but absolutely necessary." An illusion of self-efficacy? Data supports just one of these statements. Given the same context, the "second big wave" is rather unlikely.

BrainCandy No. 59

Will there be a 'NEW Normal' or a 'new NORMAL'? The data from 100 years of behavioural research has a clear stance on this. Recommendation: pay attention to efficiency, less to attitudes.

BrainCandy No. 58

The fatal trend: brand hyperactivity, sugarcoated with purpose porn. It’s only a matter of time before it gets on the nerves of the target groups.

BrainCandy No. 57

Coronavirus: consultants present themselves as pornographers of change. “You have to respond immediately, because your customers are changing forever.” A claim which is as plausible as it is wrong.

BrainCandy No. 56

The coronavirus: how the current situation is keeping us in panic mode! What to look out for.

BrainCandy No. 55

The Game Changers: How vegan propaganda harms potential vegans

BrainCandy No. 54

Increasing obesity-fat shaming: What the world’s increasing obesity shows us about human decision-making behaviour and why ‘fat shaming’ has the opposite effect.

BrainCandy No. 53

Emotion detection: a multi-billion market with very shaky scientific substance.
The individual context is more important than artificial intelligence recognizes.

BrainCandy No. 52

TYou don't play with sleep, no, not even the manager!
Why we cannot perceive ourselves the huge health benefit that sleep gives us.

BrainCandy No. 51

The mind is Flat - why looking for subconsciousness could fail

Candy that looks like a brain.

What others say about us

"K&A not only provides well-founded insights, but also practical impulses for successful realization in the company. The combination of psychological depth, pragmatic industry and marketing know-how as well as an under­standing of customer needs have made many decisions at the publishing company easier for us. We gladly recommend K&A to others!"
Martin Vogelmann, Market research, Wort & Bild Verlag Konradshöhe GmbH & Co. KG

"The psychodrama is for me a trusted classic in terms of market research. Over the last 10 years it has always given me clear, understandable and "tangible" results. The flexibility with which K&A uses these to develop customised approaches to extremely specific issues is a source of fresh inspiration to me."
Sonja Williamson, Marketing Director, Chiquita Bagusat Smoothies

"When it comes to generating insights that also inspire creatives to promote brands, K&A is for me one of the top companies in Germany for targeted market research." Günther Nessel taste! The brand appetiser

"With the K&A Psychodrama we were able to dive into the world of thought and emotions of our target group, and learned a lot about the fundamental drivers within the market. This is the ideal basis to target the challenges of the future and to arrange relevant measures. K&A BrandResearch is also lending us their support on this with their methodical and consultation expertise."
Andreas Waidosch, Marketing Director, BSW. The advantage for the public service.

"K&A and Markendienst share a common understanding of the brand expereince in the 21st century. We complemented each other perfectly in our collaboration and also had a lot of fun: K&A decodes people’s brand perception while we at Markendienst "encode" messages and signals for successful brand strategies." Karl-Georg Musiol MARKENDIENST

"The world of online shopping is in a constant state of flux. For eBay it is vital to have a finger on the pulse of the times, to provide shopping experiences that meet the changing needs of buyers and sellers. Our best advisers are the 16.5 million active German buyers on eBay themeselves. K&A provided valuable contributions that help us understand these buyers and their wishes even better. Internal interviews with key stakeholders offered an additional comparison of viewpoints with management."
Philip Siegel, Senior Manager Market Research, eBay GmbH

WE ARE ...

… the key for our customers to understanding people. For brand managers of local and international brands we include complex market research results in order to make connections in the human-brand interaction understandable and to give clear recommendations for action.

The company

K&A BrandResearch was founded in 1984 by Peer-Holger Stein and Irmgard Porep as Konzept & Analyse – Institut für Qualitative Marktforschung und Marketing-Konzeptionen [Concept & Analysis – Institute for Qualitative Market Research and Marketing Concepts]. From the beginning the focus was on a marketing orientation: only hypothesis-driven research may ultimately provide marketing insights. And only clear recommendations for action actually help marketing.

For many mid-sized companies the derivations turned from research to activities, which paid off as successful market performance. These successes were received positively by our customers and earned us the "Top-Consultant" award several times.

The management
Ralph Ohnemus

Vorstand (CEO)

Ralph Ohnemus

CEO of K&A BrandResearch since 2001. He was previously a client of K&A BrandResearch for 15 years.

National and international marketing and operational experience, including FMCG, fashion, media and telecommunications. Most recently as SVP Consumer Sales responsible for marketing, sales and branch chains at Viag Interkom/O2.

Dr. Uwe Lebok

Executive Board (CMO)

Dr. Uwe Lebok

Graduate demograph and 10 years of research and teaching in the field of demographic change / social security / public health.

Since 1999 cross-sector customer services at K&A in market research and marketing consulting; numerous lectures and publications on brand positioning, psychological brand perception and brand-human interaction.

Since 2005 Executive Board and shareholder at K&A BrandResearch; jury member at GWA Health Care Award and GIT Advisory Board (mid-sized beverage manufacturing company).

Florian Klaus

Director BrandPsychology

Florian Klaus

Graduate in psychology with marketing studies and long experience in research and consulting.

At K&A since 2005, first in project management, customer service and team management.

A shareholder since 2013, and as a manager responsible for psychological market research and consulting for national and international key accounts.

Executive Board of the International Institute for Applied Psychodrama Research e.V.