Advantages at a glance

  1. Collaboration
    We serve as your sparring partner for baseline studies and critical business questions
  2. Personalization
    We guarantee tailor-made study execution with passion
  3. Quality
    We only offer services by academically-trained and experienced morphological psychologists
    who support you in your work
  4. Expertise
    We support every step of your project with director-level competence
  5. Thought leadership
    We provide individual workshops and advanced trainings in morphological psychology, jointly
    delivering research insights to relevant internal stakeholders to prepare and accompany the



Institut Dienstleistungen
Institut FMCG
Institut Phamazie

20 years of experience in morphological research

  • 450 projects to date, 20+ projects per year
  • Morphological studies only

Geography in focus D-A-CH

  • Market Research + Strategic Consulting
  • Study execution and moderation are exclusively conducted by experienced Psychologists with academic training in morphological Psychology 

Quality Assurance

>> Psychological Consulting for strategic precision <<


Market research and strategic consulting in close collaboration with multi-professional teams

  • At QUES, your market research projects are handled by a single point of contact (Director) with full responsibility. Directors, including our CEO, lead teams of up to six psychologists to execute your research or consulting project.
  • QUES staff (a pool of 30 freelance psychologists) executes the moderation of morphological explorations (interviews, focus groups and workshops), analysis and reporting
  • QUES competence means additional psychological training and practical experience of our staff in the following fields: Clinical counseling, systemic coaching, intercultural consulting, management consulting

Critical business questions regarding your product, brand and communication

  • Category insights /usage motivation (Insights, baseline studies)Category insights /usage motivation (Insights, baseline studies)
  • Product and brand development, brand management (psychological brand architecture and management, positioning)
  • Product, brand and communication development, advertising media tests (Development, concept labs)
  • Strategic consulting (Consulting, implementation workshops)- Cultural psychology (Understanding of cultures and cultural developments, baseline studies)



Portrait Sven Giebel

Executive Board

Sven Giebel, Certified Psychologist
  • Responsible for project success
  • Director Consulting
  • Execution and analysis of morphological explorations
  • Reporting and presentations
  • Strategic Consulting
  • Insight workshops

(Public) Services, FMCG, Pharmacy
25 Years of experience

Dipl.-Psych. Sven Giebel studied Morphological Psychology at the University of Cologne, founded QUES as the definitve agency for Morphological Research and Consulting and teaches Market Psychology as a guest lecturer. He has over two decades of experience in the market, across various industries. He lives in Berlin, enjoys bike tours through nature and otherwise cultivates his passion for international short films and Atta art.

Portrait Daniel Salber

Strategic Consulting

Daniel Salber, Doctor
  • Responsible for project success
  • Director Consulting
  • Analysis of all morphological Explorations
  • Reporting and presentations
  • Strategic Consulting
  • Insight workshops

(Public) Services, FMCG, Pharmacy
45 Years of experience

Dr. Daniel Salber completed his Ph.D. at RWTH Aachen University, mastered the trade of psychology and practices it in his market and cultural research and as an Analytical Intensive Consultant. He has been providing strategic advice across all industries for decades and knows business, research and education inside out. He lives with his family in Mecklenburg-Western Pomerania and plays cornet and tuba in his spare time.


Pool of freelance psychologists (extract)

Leading Directors: Exploration, Analysis and Consulting


Portrait Lucie Lewandowski
Lucie Lewandowski, Certified Psychologist

Industries: (Public)Services, FMCG, Pharmacy

20 years of experience

Dipl.-Psych. Lucie Lewandowski studied at the University of Cologne, works as a Systemic Consultant in intercultural contexts and has decades of experience in personality and organizational development as well as Morphological Market Research. She lives in Cologne and is involved in the Society for Common Good economy and loves the high-quality football of 1. FC Köln.

Portrait Andreas Pieper
Andreas Pieper, Certified Psychologist

Industries: (Public)Services, FMCG, Pharmacy

20 years of experience

Dipl.-Psych. Andreas Pieper studied at the University of Wuppertal and completed various training courses in the field of Morphological Psychology. His decades of experience in Morphological Market Research include the service, health care and FMCG industries. He lives in Wuppertal and in his spare time he works in his 4000 square meter garden, where he also enjoys a daily run.

Team members: Exploration & Analysis

We work with a pool of 30 trained moderators for qualitative explorations. All our researchers hold M.Sc. in Business psychology and have at least 5 years of experience in executing market research studies in the fields of FMCG, pharmacy and (public) services. In addition to working in morphological market research, our employees work as trained psychodynamic and systemic coaches.