Page 53

2_0_DiscoverGermany_Issue36_March2016:Scan Magazine 1

26/2/16

12:53

Page 53

Business Leader Austria

comrecon brand navigation A revolution in market research Did you ever wonder why some brands remain successful on the market while other brands seem to vanish right away? If you asked Charlotte Hager, founder of comrecon, she would be able to tell you why, and how to creatively formulate and employ the right strategies to make and keep a product attractive for its targeted audience. TEXT: SILKE HENKELE | PHOTOS: COMRECON

Hager founded the institute for market research comrecon (a name composed of the terms communicate, rethink and construct) in 2008 and, initially, exclusively focussed on traditional market and brand research. Realising that a traditional approach did not suffice her claim to comprehensive brand consulting, Hager saw the need to enhance her services.“If you solely rely on the results of classical market research you will not be able to sufficiently communicate the brand’s message to the selected target audience,” she stresses.

Hager and her team undertook the company’s relaunch in 2015. With a fresh focus on brand navigation, comrecon is more than a traditional market research institute, offering a whole new range of additional services.“We want to take brands and their market position to new levels,”emphasises Hager.

attitudes or objectively analyse the subconscious conception of a campaign are just two examples from a wide array of methods employed by Hager and her team. The process itself primarily aims at a change of perspectives and paradigms that Hager and her team help their clients to initiate.“Very often it is only a small change that has a big effect,”resumes Hager. If you want to re-establish your product on the market, or if you want to target a new audience, Charlotte Hager and her team at comrecon will provide you with the creative strategies to accomplish that. www.comrecon.com

The creative method of brand navigation is a circular process of observation, adjustment, and fine tuning. Techniques like LEGO® Serious Play® or semiotic research, creative methods to visualise subconscious

Portrait: The comrecom team: founder Charlotte Hager, Tina Koisser, Fabian Wingert and Ariana Mohar (clockwise from front right). Main image: Brand reinforcement.

Issue 36 | March 2016 | 53

Profile for Scan Group

Discover Germany, Issue 36, March 2016  

Discover Germany promotes German, Swiss & Austrian Design, Tourism, Food, Culture and Business.

Discover Germany, Issue 36, March 2016  

Discover Germany promotes German, Swiss & Austrian Design, Tourism, Food, Culture and Business.