Start-up for morphological market research founded

A founding duo wants to take market research to the next level with in-depth psychological consumer research.

Nicole Hanisch and Stefanie Nickel have founded a market research start-up. Innersense has been around since October 2021, but until now the two founders have flown completely under the radar. Nickel only announced the new career move on Linkedin on Monday.

The vision of the Cologne-based start-up is to combine in-depth psychology and digital market research approaches. The founders want to make market research experimental and action-oriented. Hanisch and Nickel are trained morphological depth psychologists and have both gained experience in the advertising and media industry. Before founding the company, both women worked at the market and media researcher Rheingold Institut, where they also met.

The Cologne-based start-up offers cultural research, target group analyses, brand core and potential analyses, among other things. The toolkit consists of qualitative and quantitative research methods as well as interviews and studies. Workshops and workrooms are also offered.

"Consumers don't have one simple need either, they want many things at the same time. Sometimes very contradictory things that contradict each other. This is not always logical, but it makes perfect psychological sense," explain the founders. By combining digital tools and psychological analyses, the aim is to identify these consumer needs more precisely.