mc markt-consult

smart research for fresh designs

There’s a great deal more to design research than aesthetics and ergonomics. Design research investigates all the marks a company makes when it comes to shaping the human-brand-product relationship.

We accompany brands and products throughout their life cycle. Accordingly, our work begins even before markets exist, starting with the identification of relevant consumer insights and the development of sustainable product ideas. It investigates expectations and explores emotional and functional requirements. It measures the success of the initial concepts and draft designs for products and packaging prior to launch. And it checks the impact of a wide range of marketing policy instruments, all the way to diversification and relaunch.

At the same time, the focus is not so much on measuring things but on discerning things. Design research deciphers everyday routines. It decodes the underlying motives and needs of the consumers. It identifies drivers and relevant influencers in the relationship between brand and human, between human and product, and in the strategic architecture of the product and its umbrella brand.

Design research points out possibilities, develops initial product ideas and translates them into concrete visual positionings. In a dialogue with the consumer, it develops and checks innovative routes for the product and pack design.

Design research is thus far more than just a channel for testing. It is a developmental process, a think and work tool for innovation and consumer-relevant optimization. And thus also a source of knowledge for growth.