The Challenge
Complex markets follow their own rules. Products, target groups, and competitors are in constant interaction. Many of these dynamics remain hidden in traditional studies. Latent motives, barriers, and relationship structures are seldom clearly identified. How can we make these hidden forces visible and understand how a product truly stands in the market?
How it works
The structural constellation brings research into the space. Participants assume the roles of central market elements as representatives. They position themselves according to their internal perceptions of each other. Proximity, distance, and lines of sight become tangible. Movement impulses, reconfigurations, and altered market scenarios quickly reveal patterns, conflicts, needs, and untapped potential. The moderator systematically inquires about what emerges in the space. In this way, the constellation forms a dynamic picture of the market – immediate, sensory, surprisingly clear.
Well-founded
The method is based on systemic psychology, psychodrama, and the works of Insa Sparrer and Matthias Varga von Kibéd. The fundamental assumption is: markets are systems. Only by examining the entire structure can connections become visible. Produkt + Markt has further developed the method for qualitative market research and specifically adapted it for pharma and complex B2B contexts. The transverbal language of space and body is systematically transformed into a rational analysis. This results in robust insights rather than mere impressions.
Your Advantage
- Gain deeper insights into market dynamics
Structural setups reveal drivers, barriers, and relationship patterns that remain hidden in traditional interviews.
- Experience proximity to the target audience
Witness how doctors, customers, or other target groups perceive products and which signals influence them in their daily lives.
- Clarity for strategic decisions
Spatial images reveal the position a product holds and what it needs to prepare for the future.
- Derive concrete actions
We translate insights into clear strategic options and actionable recommendations.
- Surprising aha moments
Setups make the unspoken visible. Often, motives and needs become tangible that previously could not be verbalized.
What Professionals & Participants Say
"Simply overwhelming how deeply and in detail we were able to explore the emotional profile of our brands."
"This was a completely different, very interesting way of conducting a survey. I like it!"
(Participant in a study on OTC brands)
"This was a completely different, very interesting way of conducting a survey. I like it!"
(Participant in a study on OTC brands)
Areas of Application
Discover more of our tools:
