Discover Germany | Design | Kochstrasse - Agentur für Marken
Marc Buchholz, Gesa Lischka and Jörg Buck (from left to right).
Transferring neuroscience findings into marketing and sales success Kochstrasse™ Agentur für Marken, based in Hanover, develops campaigns and designs that address people’s non-consciousness. This sounds a bit like magic but is actually rooted in science. Originally founded as a traditional advertising agency about 20 years ago, the company with its 45 employees has in recent years specialised in neuromarketing and works closely together with researchers at universities in Hanover and Bonn. TEXT: JESSICA HOLZHAUSEN I PHOTOS: KOCHSTRASSE, DANIEL MARCUS KUNZFELD
Even though most humans consider themselves to be rational beings, we indeed make about 95 per cent of our decisions non-consciously. Shopping, for example, is influenced by processes in our brain that we are not even aware of. So, when companies develop a marketing and sales strategy it makes sense to consider the effect of non-conscious decisionmaking and embrace it in their strategy. “We have set out to challenge the status quo of how marketing is done today,” 26 | Issue 57 | December 2017
says Gesa Lischka, managing partner at Kochstrasse™ and an expert in neuromarketing. “We believe we can change the world of marketing through the use of neuro and behavioural science in combination with extraordinary ideas and design.” Neuroscience has rapidly changed the understanding of how the human brain works and how processes in the brain not only form individual ways of thinking, but also how outside factors influence inter-
nal processes. And still research has only grasped a tiny part of the complex structure that is the human brain. This is why a lot of funding goes into research projects. But there is still nearly no connection between research results and a practical application in marketing – simply because so far only a few specialists have the knowledge to develop concrete measures. Gesa Lischka is one of these few specialists and often attends conferences and holds courses (www.neurostrasse.de) to introduce the concept and present practical case studies her company has recently worked on. The topic is very complex, but none the less currently a buzzword in the marketing world – which means there are also some black sheep, who market the concept without a true understanding of what it entails. It is not easy to keep up to date