Unit 4 also offers the full portfolio of qualitative and quantitative methodologies.
Key research emphases include social media, communication and consumer electronics, media (print and digital), toys and digital games, fashion, leisure time and online shopping.
The unit is headed by Anna Ripke, graduate psychologist, and includes an interdisciplinary team of consultants with many years of experience in qualitative and quantitative research.
A key area of this unit is the implementation of qualitative kids and youth market research.
Inspired by her previous work as a child, adolescent and family therapist, Anna Ripke, supported by her team, has been researching the needs and attitudes of young consumers for more than 25 years.
All moderators use the person-centered approach of Carl Rogers. Focus of this approach is the opening function of the three 'Core Conditions' ('Congruence', 'Unconditional Positive Regard' and 'Empathy') by the moderator in contact with the young consumers.