• Conduct morphological market research to make sense,
• always answer our clients’ questions clearly and sometimes quite unconventionally,
• work with our customers to find ways of reaching the hearts and minds of consumers and prescribers.

„Two souls dwell, alas, in my breast”*

For example, when it comes to men’s health and prostate issues, people understand that even banal terms such as “prevention” and “early diagnosis” are a tricky endeavour. The former encourages the thought of a visit to the doctor, the latter proves to be a real stumbling block to going to the doctor.

Why is that? Surprisingly, even young, enlightened men have two rather archaic “souls “* “living” in their chests, we would say two contradictory motives.

One that clings to the image of indestructibility, total self-control, independence and the ideal of unbroken willpower.

This motif recognises neither weakness nor illness. There is nothing to recognise early for this motif. Certainly not any frailty, weakness or vulnerability that the doctor would look for. It prefers to flirt with the optimisation of its legendary strength and invulnerability – an act that harmonises quite well with the buzzword “prevention”.

For marketing, this means that the term “prevention” is uncritical!

* Source: Goethe’s Faust I, “Two souls dwell, alas! In my chest“

“Vulnerability: German word for sensitivity.”*

With “early diagnosis”, however, you quickly fall into the trap of the other motive. This is deliberately swept under the carpet by the young men interviewed – unconsciously. Because it implies that the man is not so invulnerable after all, that he has a tender and gentle side that makes him dependent on others and sometimes weak. This side is well bearable in a protected, private space, but shameful and frightening in the broad public of an awareness campaign, or in contact with the strange and formal world of rarely visited men’s doctors (urologists).

For marketing, this means that the term “early diagnosis” triggers a shameful side, as it latently refers to illness and deficits!

So much for an extract from our men’s health study.

* Source: Werner Mitsch, German aphorist, *1936

An extract from our research experience and our target groups

FMCG & Lifestyle

• Automotive
• Nutrition + Eating styles
• Energy supply
• Financial services
• Beverages
• Public transport + Passenger transport
• Pet food
• Telecommunications
• Trend and lifestyle
• Consumer electronics

Target grous

• Consumers of all social, in-come and age groups
• CEO and board members of large financial groups/insur-ance companies
• Politicians
• Medical associations
• Doctors
• KOL
• Medical Assistance (nurse)
• Patients
• Pharmacists
• Pharmacy technician
• Nursing staff
• Health insurance manage-ment
• Self-help groups