Innovation Research Agency Opens in Berlin

In Germany, researcher Thomas Krüger and social networking entrepreneur Oliver Skopec have set up the Berlin Institute for Innovation Research (BIFI), to use social media and trends research to support product innovation.

BIFI will conduct usability testing to deliver customer-perspectives on product strategy issues, while also examining social media and trends to study the interaction between consumers and products.

Psychologist and statistician Krüger, who is responsible for the firm's methodology, has worked in market and social research for the last ten years. Since 2002, he has headed the surveys and statistics unit at the Center for Evaluation and Methods of the University of Bonn.

Skopec founded Internet start-up 'schülerVZ', a networking site for teens in Germany, Austria and Switzerland, which in its first year, gained 3 million users. Prior to this, he co-founded and was Chief Marketing Officer at Swiss shopping club www.fashionfriends.ch.

Krüger explains that the new firm's aim is to generate 'the highest scientific levels' to provide maximum benefit for clients.

'BIFI explores the motivation of people - whether as users, customers or citizens,' states MD, Skopec. 'From this insight, we deliver specific recommendations and strategic action for product innovation.'

Web site: www.bifi-institute.com .