This is how it is at Produkt + Markt - Interview with Axel and Katja

Katja: We are about 140 people living and working in various locations. Many are based in the Osnabrück or Hamburg area, others in different regions of Germany. Some even work from the UK or the USA for Produkt + Markt. This geographical diversity aligns well with our way of working.

Our professional backgrounds are very diverse. We bring together agricultural science, sociology, psychology, geography, and marketing with commercial profiles, IT expertise, nutritional science, mathematics, and many other disciplines. This diversity enriches our projects and provides us access to many perspectives.

Axel: Applicants quickly realize that we don't follow a fixed ideal path into market research. Many initially believe their field doesn't fit with us. In reality, it's often from this that the special added value emerges. We care less about formal education and more about how someone thinks, what contribution they want to make, and what we can develop together. Many of us are career changers. And that's exactly what defines us. Curiosity and a passion for market research unite us and shape the team. You can feel it not only among us. Our clients also reflect this back to us. They appreciate the enthusiasm and inner conviction with which we collaborate with them.

We run a company driven by people who have carved their own paths here. We like to call them homegrown talents, as all partners have an insider's understanding of Produkt + Markt and have flourished here over many years. This closeness shapes our decisions and our interactions with each other. Everyone actively participates in research, manages clients, and leads teams and departments within the company.

We have intentionally involved many people in the company. For us, this represents trust. We believe in the capability of our employees to take responsibility and play an active role in shaping the company. At the same time, this involvement reflects the great trust our employees have in Produkt + Markt.

The fact that all shareholders have been part of this organization for many years and feel a deep connection to Produkt + Markt influences our identity and our decisions. We focus on stable customer relationships and sustainable successes. We are committed to solid and sustainable growth, ensuring that our employees can continue to grow alongside the company.

Katja: At Produkt + Markt, you become part of an inspiring journey. On this journey, individuals within the company grow, advance the institute, and help our clients explore new paths.

The sheer diversity of projects means we are constantly learning, whether in research, as trainers or facilitators, or within our organizational and operational areas. It simply never gets boring. Naturally, we support people in our organization to grow with the demands. And it's important to us that they look beyond market research.

Newcomers start with the StartSmart program, our structured onboarding that provides security and quickly integrates them into the team. Even later, when you have long established routines and share your knowledge within the team, our Academy offers many opportunities. There are training seminars, impulse events, and interactive formats that promote collaborative learning and achieve more than mere specialized training.

Axel: If you are eager to advance change projects and take on responsibility, you will find many opportunities with us. This applies to topics such as innovation, organizational development, and digitalization, as well as for those who want to apply modern scientific approaches to market research. In these projects, we work cross-departmentally, exchange closely, and benefit from one another.

Katja: The Academy is our space for shared learning. It brings together training, exchange, and inspiration for both professional and personal development. At its core is the idea of learning from one another and contributing fresh perspectives. Topics range from AI and digitalization to resilience and strengths based development, as well as positive communication, storytelling, and leadership. Clients also take part in our programs. And anyone who wishes can step into the role of trainer. With our new Train the Trainer formats, we ensure that our offerings excel not only in content but also in didactic quality.

Axel: Diversity is not a campaign for us. It is everyday life. We have people who excel at handling data, those who listen empathetically, individuals who shine linguistically or creatively, and people who create the technical and organizational framework in which research thrives. Everyone brings something special to the table.

Katja: Our innovation teams are the best example of this. Here, IT professionals collaborate with psychologically trained researchers, data scientists, and marketing and data protection experts. The unique aspect: everyone comes with different perspectives, strengths, and weaknesses, yet all share a common goal. It's about developing a new, fascinating solution. Initially, such diverse teams may experience some friction. However, the outcome is often something truly remarkable, such as tools like KIRA and QUA|LYTIS or new processes that enhance our collaboration.

Axel: Market research is evolving rapidly, and the pace is fast. When Katja and I took over the company leadership in 2024, we knew we wanted to rethink innovation—making it more human, interconnected, and open.

The key is to foster exchange. Today, innovations emerge through exchanges with customers, teams, and external partners. Often, when someone realizes that something could be done more easily or better, it becomes the starting point for something new.

Katja: We have introduced a variety of cross-departmental exchange formats. Three things help us in particular: our themed breakfasts, where colleagues from different areas come together to report on new ideas or small experiments. Moreover, we have created spaces for innovation teams to have time to experiment. In the past, innovation was a side issue; today, it is an integral part of working hours. We have also learned that it is important to share successes early, even if innovations are not yet market-ready. This makes innovation lively and connecting.

Axel: AI is not an end in itself for us. It helps us solve challenges better, faster, more precisely, and with greater depth. It recognizes patterns and connections that help us understand people better. But the heart of research remains human. Empathy, intuition, and the sense for nuances cannot be replaced by any machine.

Katja: We embarked on this journey even before the global launch of ChatGPT. The initial steps were intense and educational. AI has changed the rules of the game in a short time and forced us to adapt quickly. We had to understand how to navigate technological opportunities and high expectations on one hand, and technical limitations and skepticism on the other. During this phase, we experimented, made mistakes, invested, and learned a lot. This is exactly what helped us use AI sensibly, pragmatically, and responsibly.

Today, AI is an integral part of our work. Our AI strategy is human-centered. This means we use technology in a way that supports and does not overwhelm people. We continue to promote experimental projects, but we place much more emphasis on gathering early feedback from teams and customers. This improves AI solutions and increases acceptance.

Katja: At Produkt + Markt, we approach sustainability in a structured and systematic way. Our dedicated sustainability team brings together expertise from across the organization, coordinates initiatives, and keeps the topic visible in day to day operations. This ensures that sustainability remains an integral part of how we work.

From an environmental perspective, we focus on tangible action. We reduce car travel and flights, use energy efficient technology, and pay close attention to responsible resource management. In addition, we support tree planting initiatives and participate in environmental and climate protection programs.

On the social side, we are committed to fair working conditions, reliable partnerships, diversity, and continuous learning. Our partnership with Doctors Without Borders reflects our commitment to taking responsibility beyond our own business context.

We align our efforts with ESG criteria covering environmental, social, and governance standards. EcoVadis provides measurable transparency on our progress. The Bronze Medal confirms strong performance across all ESG dimensions. Still, we aim higher and remain committed to continuous improvement.

Katja: What truly matters to me is that people feel comfortable here and have the space to grow. That they experience firsthand that personal success and a collegial, open atmosphere are not mutually exclusive. When there is mutual trust, ideas emerge that no one would have developed alone.

Axel: It is important to me that people experience how rewarding it is to create and drive change together. We want to foster an environment where professional growth is possible without losing a sense of ease. For me, that is the strongest foundation for our shared success.