The range of methods used is broad and includes both quantitative and qualitative approaches. Particular emphasis is placed on the observation of behaviour using devices and digital means, e.g. by means of eye-tracking and emotion analysis.

Example use cases

UX researchMarket researchHR research
  • Research into attention in self-driving vehicle scenarios
  • Collaboration with TH EFI, AMP & Design for a LEONARDO project: “The car as the media center of the future”
  • Study of reactions to TV advertising
  • Collaboration with a large German food company for a research study (n ~ 1000)
  • Collaboration with a large German beverage producer for a research study (n ~ 250)
  • Collaboration with a multinational sports and leisurewear company: optimization of the strategy for job advertisements
  • Collaboration with a developer and manufacturer of DC motors (automotive industry): Evaluation of the perception of employer branding


Bachelor’s lecturesMaster’s lecturesBA/MA work
  • Integration into marketing courses
    (e.g. communication, market research, etc.)
  • HRM courses
    (e.g. as an ET participant)
  • Integration into MIMA courses
    (e.g. UX research, etc.)
  • HR practice project
    (e.g. personnel marketing, assessment center simulation, etc.)
  • Empirical market research projects
  • Empirical UX research projects
  • Empirical evaluation studies in personnel diagnostics