People don’t like advertisements and are increasingly taking liberties to avoid them. Advertising will only be effective if it’s relevant, i.e. informative, inspiring and entertaining. Or when it offers customers guidance and something they can identify with. To make advertising relevant, we have to understand how people think, feel and act, as well as identifying their sources of information and inspiration along their dynamic customer journey. That’s why we have our own demographically representative market research panel of 5,500 people in Germany and 320,000 people worldwide. We regularly survey this group on media use and impact, covering over 70 channels, lifestyles, interests, motivations, purchasing habits and current issues. This information serves as the basis for our analyses and insights, which we use to develop our strategies with Initiative’s system that specifically tailors solutions to each target group and strategy. In addition to attitudes on brands and consumption, the cultural aspects specific to the target group are of particular importance, which is why we also speak of cultural insights. Here are some results from our work in the area of insights, which involves regularly conducting and publishing studies.

Here are some results from our work in the area of insights, which involves regularly conducting and publishing studies.

Generation Y & Z

In our series of studies on Generation Y and Z, we regularly generate interesting insights on these target groups, which are so important to advertisers. What are the attitudes of 25- to 34-year-olds (Generation Y) and today’s 14- to 20-year-olds (Generation Z) in terms of their consumption and brands?


My Screens

Our annual My Screens study, which we conducted for the fourth time in 2017, provides us with regular insights into the (TV) viewing habits. The study focuses on simultaneous use of other devices such as smartphones, laptops, tablets and PCs parallel to TV.


Our depth psychology study on wearables, conducted in cooperation with concept m, is the first time study to analyses success factors for using smartwatches and virtual reality in brand communications. Learn about the results here.


Media trends

The digital transformation is fundamentally changing how we communicate and how we deal with advertising. Yet how does this affect marketing? And what trends are currently shaping communications? Find out here.

Any questions?