INSTITUT FÜR MARKTPSYCHOLOGIE MANNHEIM PROF. DR. GERT GUTJAHR GMBH

Welcome to the first market psychology institute in Germany For 70 years, the INSTITUT FÜR MARKTPSYCHOLOGIE MANNHEIM has been supporting and advising its clients with market and advertising psychological research. In 1949, Dr. Bernt Spiegel began working with advertising psychological research methods at the psychological institute of the Mannheim Business School, laying the foundation for the Institute of Market Psychology. In 1972, Dr. Gert Gutjahr acquired the institute. Over the following decades, the institute continuously integrated new research approaches from basic research and expanded its methodological portfolio to ensure that it always operates at the cutting edge of psychology for its clients. A guiding principle has been and continues to be the consistent integration of qualitative and quantitative research approaches. "We could not be satisfied with simply counting units of behavior: our ambition was to empirically capture complex experiences. The often-claimed contradiction between statistics and phenomenological richness was, so to speak, resolved from the very beginning of our work, because the synthesis of the two approaches seemed to us to be the actual task." Paul F. Lazarsfeld: The Unemployed of Marienthal (1929-31)