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Schöttmer-FlashVote#2: Gaming...Megatrend or Nerd niche?

We continue the FlashVote series and share our gaming insights from last week:


Nerd niche, my ass! No matter if they call themselves "gamers" or "non-gamers": More than half of the respondents (57.7%) are convinced that gaming has become a trend sport.

Almost 60% of the gamers from our survey believe, however, that their image in society is rather negative. Only 6% of gamers are convinced of the opposite.

By the way: Anyone who believes that gamers these days mainly consist of young men is mistaken. Not only men (55%), but also almost as many women (45%) are among our interviewed gamers.

(Source: Schöttmer-Institut, Schöttmer-FlashVote#2, Basis: 356 respondents in the period 16.-20.8.2019. Further information at mail(at) The information may be published and quoted citing the source. Picture by Florian Gagnepain on

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Schöttmer-FlashVote#1: VAT increase on meat?

Our first FlashVote on the currently much discussed topic "VAT increase on meat" has been completed.


Read more for results:

Interesting facts:

- only about one third of the respondents believes that a VAT increase would benefit animal welfare
- only 25% of the respondents would eat less meat if there was a VAT increase.
- But more than half of the participants would be willing to pay 10-20% more for the meat if the money was definitely used for animal welfare.

(Source: Schöttmer-Institut, Schöttmer-FlashVote#1, Basis: 568 respondents in the period 8.-11.8.2019. Further information at The data may be published with citation of the source.)

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The Schöttmer Institute is now also working in Chinese.

This is solely contemporary, because china as one of the fastest developing markets, as well as the chinese population living in Germany, offers great potential for our clients. To exploit this potential as good as possible, we in cooperation with our partners in shanghai are there for you to assist.

More information:  susanne.schoettmer (at)

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The Schöttmer Institute is a partner of the newly founded "Consumer Advisory Board" of Pahnke Markenmacherei

"Proximity to the people creates distance to the competition"

Successful brand work is always based on a superior understanding of consumer behaviour. Only those who understand people's behaviour and the underlying motives can create brands that deliver action energy, differentiability and presence and thus survive in competition.

With the "Pahnke Consumer Advisory Board", Pahnke Markenmacherei in Hamburg has developed a format that supports this understanding process and creates the possibility of integrating customers in an innovative way. The Consumer Advisory Council is recruited on the basis of six archetypes which, as representatives of relevant life models, provide interesting and new perspectives through joint discussion.

"Our Consumer Advisory Council is not a substitute for market research, but serves above all to generate insight hypotheses and initial concept resonance," says Timo Woitek, Director of Strategy at Markenmacherei. "The format is deliberately low-threshold and everyday and ensures a broad and unobstructed view."

The Consumer Advisory Council's discussions take place in cooperation with the Schöttmer Institute in Hamburg and concept m in Berlin in special "everyday rooms" designed as if they were part of our everyday lives.

"The Schöttmer Institute is a partner that enables and accompanies many modern consumer insight offers," adds Hans Schöttmer. "Especially systematically established, playful process steps to get closer to the consumer like this one, but also other small scaled but recurring formats like "Consumer Days", "Consumer Jour Fixe" or "Client Councils" increase the proximity - and everything that creates proximity and above all understanding is advantageous - here for both sides, agency and customer! And we as market researchers guarantee that it is not just blind poking in the fog but profitable insights."

More information:
hans.schoettmer (at) - +49 40 309662 2

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Sometimes a glass of milk is enough and you don't need a whole cow.

You need fast and uncomplicated support to get projects on track, expand your portfolio or absorb capacity bottlenecks?

The Schöttmer Research Hub offers a range of solutions:
modular to book & freely scalable regarding physical resources, personal support and consulting.

For more information:

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Schöttmer plants trees ...

To give our customers and employees a little pleasure, we planted a tree this year instead of a Christmas card.

Under the motto "A tree for a better world!" we support the project "Plant for the Planet". They plant a tree for every e-mail we send. Every tree on average binds about 10kg of carbon dioxide per year.

Now there is a small Schöttmer forest in Mexico with 500 trees!

For further information see:

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We not only decrypt Insights but also Escape Rooms ;-)

On the occasion of a team event at the end of the year, the Schoettmer team competed with each other again the challenge, to find a way out of an unstructured situation and escape various escape rooms through a creative approach, logical combination and teamwork.

And the winner was the team "Sweet Revenge". Congratulations!

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Empathy cannot be bought in the App-Shop

Susanne Schöttmer in an interview about self-optimization, clichés and constant accessibility in the series "Women in Market Research" by

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Fast, agile and effective - market research consulting today!

EFFECTIVE: With our studies you will get to know your products and brands from a different perspective. The result is not always as clearly proven as it is in our DEEP DIVE EXPERIENCE study we did for Nestlé, but after that, a newly introduced Fix & Frisch product with 2 SKUs generate 30% more turnover without advertising support than the average of all new launches in recent years.

AGIL: The new buzz word that clearly shows us that it is no longer an exhaustive study to set up. Contemporary solutions are agile studies, often with the involvement of experts from the customer's house. In agile loops we gain short-term profits and long term a whole new roadmap. That suits our time and signifies us. Specifically: Ask us about our concept PRODUCT INNOVATION SPRINT - characterized by a lean working method and the implementation in several, smaller steps and loops with a continuous adjustment possibility.

FAST: Development periods are getting shorter, and investment in large, structural research programs and tracking studies are shrinking. What is the solution? The intelligent fusion of research methods can be a powerful solution. Or very fast reporting, which is focused on the needs of the decision makers, the management or the developers who work with it. Cockpit-charts with all key results at a glance, we can provide not only for quantitative studies, but especially for qualitative studies based on 50 years of unique and validated expertise (!) in "human observation and interpretation" and in the subsequent consulting. If wished, we competently provide you with all the results you need only a few days after the end of the study and gladly discuss them with you and your business stakeholders via a web conference.

Innovative spirit & joy of thinking – our USP!

contact: susanne.schoettmer(at)

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German Excellence Award 2018 for the User Study DEEP DIVE EXPERIENCE

The Hamburg consulting company Multiversum won the German Excellence Award 2018 in the category "Digitalization - Communication & Consulting" with the "Deep Dive Experience User Study" - a study concept based and worked out together with the tool DEEP DIVE EXPERIENCE of the Schöttmer-Institut.

Germany's economy is successful - and that has good reasons. Many industries and disciplines are characterized by excellence. Often - especially in the B2B sector - such outstanding achievements of German companies and entrepreneurs remain in the dark. Therefore, it is time to honour excellency with a prize. This is the mission of the "German Excellence Award", which was awarded on 18 January 2018 in Frankfurt / Main by the German Institute for Service Quality (DISQ) and the DUB UNTERNEHMER-Magazin.

more relevant information about DEEP DIVE EXPERIENCE: susanne.schoettmer(at)

susanne.schoettmer@schoettmer.demore relevant links und

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Following a general audit of Nestlé’s suppliers and service providers in January 2015, we were honoured with a silver ‘ecovadis Supplier Sustainability Ratings’ medal (


Media relations

Susanne Schöttmer
Managing Director
Schöttmer-Institut GmbH
Moenckebergstraße 17
20095 Hamburg


Matthias Kötter: “The test studio is dead – Long live the test studio” – October 2015

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Hans Schöttmer: “A vision of good market research” – May 2014

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