With our worldwide research network, we investigate current trends and developments in marketing from a customer centric perspective. Our research is published in leading journals such as the Journal of Marketing Research (JMR) and the Journal of Consumer Research (JCR).

Consumer Behaviour

Required for the generation and utilisation of customer insights is extensive understanding of the ways that consumers think, feel and act. The aim is [...]

Transformation & Innovation

A completely new radicalism is characterising the competition for innovation. Digitalisation, globalisation, disruption and speed are the main catchwords in this context. Innovative business models derived from unique customer insights [...]


In an era in which we are witnessing rapid changes to consumer cultures and increasing fragmentation of markets, the power of the brand is again growing in importance. Fundamental changes are occurring in the methods used [...]


Leadership is an attitude. Management is a skill.

Business model transformation requires not only development of the services offered to customers but also development of the organisation itself. This can be facilitated [...]


Autonomous Shopping Systems: Identifying and Overcoming Barriers to Consumer Adoption

in: Journal of Retailing, Jan 2020.
(Emanuel de Bellis & Gita Venkataramani Joha)

How and when weather boosts consumer product valuation

in: Journal of the Academy of Marketing Science, Jan 2020, 1-17.
(Tobias Schlager & Emanuel de Bellis & JoAndrea Hoegg)

Consumer Movements and Value Regimes: Fighting Food Waste in Germany by Building Alternative Object Pathways

in: Journal of Consumer Research, 2019, 46 (3), 460–482.
(Johanna Gollnhofer, Henri Weijo & John Schouten)

Gamified Information Presentation and Consumer Adoption of Product Innovations

in: Journal of Marketing, 2017, 81 (2), 8-24
(Jessica Müller-Stewens, Tobias Schlager, Gerald Häubl, & Andreas Herrmann)

Personalizing the Customization Experience: A Matching Theory of Mass Customization Interfaces and Cultural Information Processing

in: Journal of Marketing Research, 2019.
(Emanuel de Bellis, Christian Hildebrand, Kenichi Ito, Andreas Herrmann, & Bernd Schmitt)

Research Network

City University London
Columbia University
Copenhagen Business School
EBS Universität
EBS Universität für Wirtschaft und Recht
Erasmus University Rotterdam
ETH Zürich
Europa Universität Viadrina
European University Viadrina
FHS St.Gallen
Goethe Universität
Goethe Universität Frankfurt
Harvard University
Hochschule Albstadt-Sigmaringen
Hochschule Pforzheim
Uni Mainz
Johannes‐Gutenberg‐Uni Mainz
KU Leuven
Max-Planck Institut
Max Planck Institute for Human Development
Nanyang Technological University
Northwestern University
Norwegian Business School
Ruhr Universität Bochum
RWTH Aachen
Stanford University
Tilburg University
Touro University California
Universität Hamburg
Universität Hamburg
Universität Lugano
Universität Lugano
Universität Mannheim
Universität Paderborn
Universität Passau
Universität Würzburg
Universität Würzburg
Universität Zürich
University of Bern
University of British Columbia
University of California
University of Chicago
University of Evansville
University of Geneva
University of Illinois
University of Lausanne
University of Michigan
University of Minnesota
University of Navarra
University of Pittsburgh
University of San Francisco
University of Toronto
Washington State University
WHU Otto Beisheim School of Management
WU Wien
Yale University

Aus ICI wird IMO und IMC

Nach elf erfolgreichen Jahren am Institut für Customer Insight verändern wir uns.

Zukünftig finden Sie Insights, Weiterbildungs- und Kooperationsmöglichkeiten rund um das Thema Mobilität beim Institute for Mobility (IMO-HSG) und alles rund um das Thema Customer Insight am Institute for Marketing and Customer Insight (IMC-HSG).

Wir freuen uns, wenn Sie mit uns in Kontakt bleiben.