Between eclecticism and reductionism
Seduction by reductionism
Avoiding dangerous "explanatory traps"
Multidimensionality as a guiding principle
The multidimensional perspective enables a holistic approach
First core component: creativity
Second core component: multiperspectivity
The great relevance of the unconscious and the emotions
Emotion and cognition are no contradictions
Psychological motives as an overall explanatory and analytical model
Three motivational clusters: activation, dominance, structuring
Deep Brain Approach: paving the way for innovative and unusual strategic methods

Between eclecticism and reductionism

Insights, planning and strategy form the basis of our targeted and ongoing development of business enterprises, organisations, brands and products. And for a strategic alignment of communication to the respective target groups. This makes them an eminently important part of strategic management and added brand value.

Despite or even because of the huge growth in the significance of insights, planning and strategy, some of their providers as well as their users are distinguished by a great ambivalence in their approach to scientific disciplines such as psychology, sociology, neurobiology and cultural sciences.

While marketing and business administration are almost by definition part of our ammunition, the relationship of marketing practitioners to other scientific disciplines is quite often purely instrumental.

This instrumental approach could, in extreme cases, either express itself in a choice of various disciplines, approaches, or theories that is made to fit the respective case (eclecticism), or in the choice of a seemingly all-embracing approach (reductionism) which, in turn, would - quasi by ordre di mufti - reduce any competing approach to wastepaper.