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Publications


Vocatus does not only apply the currently available know-how, but is a driving force in the development and evaluation of new methods and approaches. The results are regularly presented in our publications to a broad scientific audience.

A large selection of German-language publications can be found on our German website.

Behavioral Pricing

We will show you how to unlock completely new margin potentials and significantly increase your profits in the process. Find out why it pays to finally say goodbye to the idea of the rational customer.

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B2B customer relationships

International competition is ever more intense, so the actual customer relationship is becoming the focus of strategic business-to-business-marketing. Any analysis of the status quo will be multilayered, yet it will provide valuable information which will strengthen the quality of the relationship in the longer term.

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Behavioral Economics

Companies want to influence customers‘ purchase decisions. This makes it all the more astonishing that they still know so little about the actual course of decision processes – something that “behavioral economics” has been investigating for more than 40 years.

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Customer segmentation with GRIPS® typology

The connection between customer typology and enterprisewide implementation. Finally – a typology you can actually use! "Matchmaker" is an empirically based diagnosis and implementation tool for aligning all of a company‘s activities with its customers' actual decision-making behaviour.

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Employee survey - then what?

Is the sole purpose of an employee survey to measure how satisfied your staff are? Not at all! Only by assessing their level of commitment can you deduce what actually needs to be changed.

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  https://www.vocatus.de/application/files/7215/7501/8821/VOC_Winning_Back_Costumers.pdf

Winning back customers with GRIPS

Human decision-making is irrational but predictable. Thanks to the GRIPS typology that was developed by Vocatus, companies are able to identify relevant ‘purchaser types’, understand their decision-makingbehaviour, and actively implement these insights – for more conversions and more effective processes.

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Pricing studies - then what?

Many companies fail to earn the full value of their profits because their pricing strategy is not based on the actual decision-making process customers attribute to the product. Pricing studies can provide some help, but they are only the first step on the path to behavioral pricing.

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Customer perspective

It is not uncommon for customer satisfaction studies to have problems with acceptance and believability. Furthermore, the findings are not worked with thoroughly enough within the company. But it doesn’t have to be that way.

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The role of costumers in the product development

In theory, the desires of the customer should play a part in product development. In practice, this is rarely the case. We show how companies can successfully involve the customer in development. The result: more attractive products at lower cost.

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Why the NPS doesn't work

The Net Promoter Score (NPS) was promoted by Fred Reichheld, and its simplicity makes it particularly appealing. A comprehensive empirical study by MIT in 2008 was unable to replicate the results. No relationship could be established between the NPS and company growth. The NPS is based on a number of assumptions that do not stand up to empirical examination.

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Portfolio management in the insurance industry

Based on insights derived from behavioral economics, we will show you four possible solutions with which you can successfully structure your product portfolio – because you can often optimize it by avoiding false assumptions.

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Product as a service

Until now, car manufacturers have typically focused on selling their physical products in a one-off transaction. This means they've been very busy finding ways to constantly reduce costs, benchmark product line-ups, and manage dealer discounts. Most pricing strategies in the ‘car as a product' world are thus based on costs and competition.

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B2B pricing

It’s often the case that purchase decisions within companies aren’t as rational as you might think. Just like the purchase process undergone by a B2C customer, there are numerous factors – such as established corporate structures or people’s personal approach to making decisions – that can influence how employees responsible for making the choice will act. This means that undreamt of potential margins can be exploited if one gains an understanding of price knowledge, price interest and price sensitivity.

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A Positive Typlogy of Irrational Decision Strategies

In this paper, we want to show how we condensed core Behavioral Economics insights into a general typology of predictably irrational decision strategies that comprehensively describe the different psycho-logics of human choice beyond looking at single effects. After internationally applying this typology for more than ten years in the area of pricing and sales in B2C as well as B2B industries, we will provide numerous examples and case studies highlighting the added value of such a typology, and in how it eases the systematic application of Behavioral Economics in a marketing context.