RESEARCH CENTER
We operate the KEYLENS Research Center in conjunction with Prof. Christoph Burmann. It is based at the Institute for Innovative Brand Management (LiM®) at the University of Bremen.
Research focuses on the search for trends, innovative, successful management approaches, and the identification of best practices for market-based management.
To this end, the KEYLENS Research Center, consisting of Prof. Christoph Burmann and a permanent core of academic assistants, conducts its own studies and contract research projects. The focus lies on strategic and operational issues of market-based management.
In addition to this research orientation, the KEYLENS Research Center also consolidates the most important KEYLENS market research tools. These are developed and refined there and deployed in the corporate environment. They include
- The Customer Satisfaction and Feedback Manager (KEYLENS CSFM)
- Conjoint measurement methods
- Measurement methods for the purposes of internal branding for operationalizing brand knowledge, commitment, and citizenship behavior
The KEYLENS Research Center for Market-Based Management is headed by the renowned Christoph Burmann. He has been a researcher at Harvard Business School (USA), the Judge Institute of Management Studies at the University of Cambridge, and the Centre for Research in Brand Marketing at the University of Birmingham, among other institutions.
Professor Burmann spent many years as a student of Professor Heribert Meffert at the University of Münster's Marketing Centrum Münster. He was also in management practice, working for companies like international advertising agency Ogilvy & Mather in Cape Town (South Africa).
His research activities encompass numerous consulting and research transfer projects for mid-size companies and major international corporations, on which he acted as the project leader in charge of realization.
