Psyma Group
| Limited Company | |
| Industry | Market Research |
| Founded | 1957 |
| Headquarters | Rückersdorf, Bavaria, Germany |
Area served | Worldwide |
Key people |
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Number of employees | approximately 260 worldwide (2011) |
| Subsidiaries |
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| Website |
www |
PSYMA GROUP AG is a holding company for a network of market research companies. Currently, the PSYMA GROUP is the fifth largest market research company and the largest owner-run company in Germany. Headquarters is located in Nuremberg, Germany.[2]
Legal Status
The PSYMA GROUP AG holding company is an unlisted stock company, where the stocks are held by the founders and the managing directors. Its affiliates cover various business areas, in the sectors: Medical technology & pharmaceuticals research, consumer goods research, media research, automotive research, financial services research, IT & telecommunication research, industrial & capital goods research.[3]
History
The company was founded in 1957 as the „arbeitsgruppe für psychologische marktanalysen“ by Dr. Reinhold Bergler,[4] Dr. Manfred Hambitzer and Dr. Klaus Haupt, originally as an academic company and not a commercial company. The methodologies deployed included in-depth psychological, qualitative interviews. In 1967, the company opened one of the first professional pharmaceutical market research departments. This was followed by a continued international expansion. As of August 2010, the company has offices in 13 countries and conducts market research in over 40 countries.
Methodology
Traditional focus is on qualitative research ad hoc projects, focusing on the analysis of the subjective side of markets, i.e. understanding motives, feelings, social trends and hidden drivers. Analysis is conducted using - amongst others - morphological psychology, one of the most cutting-edge full psychology theory. Nowadays, the range of methodologies also includes quantitative research approaches and techniques.