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Market Research


Nussbaumer Strategy Consulting, the experts in strategic hotel management, and IMARK Market Intelligence have been cooperating for over 12 years and jointly offer fact-based strategy development. As a market researcher with a strong university network, IMARK Market Intelligence provides a secure information base for Nussbaumer's


Brand Tirol: Is there image damage? The study results for the brand perception of the brand Tyrol clearly show how different methodological approaches can lead to different results. The Management and Economic Institute (IMWF) identifies "enormous" image damage for the whole of Tyrol—keyword Ischgl or

Quality in qualitative market research

Questionable practices in the market research industry have led to calls for quality, including in qualitative market research. Compared to quantitative market research, there are very few standardized criteria in qualitative market research for measuring its quality. We would like to present some ideas for

One pie, many recipes: Alternative paths to high brand strength

Brand strength, defined as an evaluative or behavioural response to a brand, is at the heart of brand management. This research studies the simultaneous influence of number, favourability, consensus (measured and perceived), and uniqueness of brand associations on brand strength in two product categories: gasoline

Recipes for brand loyalty in the car industry

FsQCA (fuzzy set qualitative comparative analysis) emphasizes the value of configurational logic to learn about factors that jointly support or prevent certain outcomes. We used this approach to learn about the likelihood of someone repurchasing the car brand they currently own. The analysis showed that

Marketing Intelligence

What comes to your mind when you think of Marketing Intelligence? Many organizations and entrepreneurs report frustration, stress or even a waste of their time. That’s the reason why we investigated this topic in more detail by speaking to 20 top managers in large Austrian