Psychology-based Researcher Opens in Germany

In Germany, former K & A Brand Research execs Manfred Zerzer and Karen Döring have set up PsychoLogik, a full-service market research agency which applies the science of psychology to the analysis and logical understanding of consumer behaviour.

The pair say that through the use of psychological analysis, they create a 'true understanding' of all relevant factors influencing the behavior of a client's target audience.

Nürnberg-based PsychoLogik has developed a 'test system', based on the merger of three academic disciplines - motivational psychology, which investigates the pursuit of set goals; perceptual psychology, which focuses on cognitive perception of one's environment; and the psychology of learning which deals with how individuals acquire, process, and store information.

Web site: www.psychologik-marktforschung.de .