As the Change Manager for Rummel AG, a software development company that specializes in digital document management software for law and insolvency firms, I was responsible for conducting scientific market research and developing marketing strategies to promote business expansion. One of the key tools I utilized in this process was psychological market research.
Psychological market research helped me not only gain a deeper understanding of consumers’ decision-making processes but also allowed me to conduct an internal and external analysis of the company. By utilizing in-depth interviews, I was able to identify the underlying psychological and emotional factors that influenced both employees and customers.
Through this research, we were able to adapt the corporate culture to the extent that communication with the employees as well as with the customers could be improved. This helped us to tailor our messaging and branding to resonate more strongly with our audience and establish a stronger market position. The insights gained from this research also helped us identify new product and service opportunities and to derive new distribution and sales channels from the developed marketing strategies that better met the needs of the customers and expanded the business into new areas.
Overall, the combination of psychological market research and internal and external analysis allowed us to develop effective marketing strategies, strengthen the brand image of Rummel, improve market position, and better serve its customers.