Unit 2

Unit 2 is specialized in researching the pleasurable things in life: food, leisure time, travelling and mobility. It is perhaps no coincidence that Martin Rosengarten, head of this unit, is also personally highly interested in these topics. The managing partner and diploma economist with a focus on psychology and marketing works on these topics since 1989 and is still fascinated by the multiple polarities affecting consumers and continuously changing in nature in manifold ways. In addition to this insight research, further key research areas of the unit comprise the analysis of communication and innovation concepts as well as research on brand cores and brand architecture.