Start-up for morphological market research founded

A founding duo wants to take market research to the next level with depth psychological research of consumers.

Nicole Hanisch and Stefanie Nickel have founded a market research startup. Innersense has already been around since October 2021, but until now the two founders flew completely under the radar. It was only on Monday that Nickel announced the new career move on Linkedin .

The vision of the Cologne-based start-up is to combine depth psychology and digital market research approaches. In doing so, 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 industries. 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 services. The toolkit here consists of qualitative and quantitative research methods as well as interviews and studies. It also offers workshops and workrooms.

"Consumers also don't have the one simple need, but want many things at the same time. In some cases, very contradictory things. That's not always logical, but it makes perfect psychological sense," the founders explain. By combining digital tools and psychological analyses, they hope to identify these consumer needs more precisely.