Research Services

Kalaidos Research – Research expertise in behavioral economics.

Image, trust, customer loyalty - behavioral economics and psychological approaches can be found in almost all sectors of the economy.

We support organizations and companies through empirical research in the areas of behavior-oriented marketing, customer relations and communication. We support you in identifying motifs and desires of consumers and employees, as well as market developments and trends. These insights help you to succeed.

Our approach and our philosophy: Utilizing scientifically based quantitative and qualitative methods to address practically relevant problems to ensure optimum customer benefit. Our methods range from web-based surveys to experimental designs.

You and your business benefit from our expertise in business psychology.

Customer Surveys / Employee Surveys

Customer Surveys

What do your customers think of your company? Why did your customers choose you? What needs to be done to ensure your customers opt for you again?

Customers are the most important components of the intangible assets of a company. Kalaidos Research develops an individual survey instrument with you to capture overall customer satisfaction as well as satisfaction with specific products or services. This gives you the opportunity:

  • To identify your strengths and developmental areas
  • To determine a potential need to improve customer satisfaction
  • To show the customers that their opinions and concerns are heard

The feedback you receive from customers participating in the survey is an important basis for effective decisions.

Employee Surveys

Satisfied employees are just as important for a successful company as satisfied customers. Carrying out an employee survey allows you:

  • To better understand your company
  • To learn more about the expectations, needs and attitudes of your employees towards the company

Several topics can be covered in such a survey, for example questions about how the company is seen by its employees, how employees feel about their work, and how they rate aspects such as communication and cooperation within the organization.

Current issues faced by the company such us change processes can also be included in the survey.
To ensure you get insights into just the right issues relevant for you company, Kalaidos Research develops a questionnaire in close collaboration with you. The result is a tailored questionnaire that fulfils your specific requirements.

With employee surveys, it is possible to detect potential actions to be taken, to review the effectiveness of these actions and to gather suggestions and ideas from your employees.
And finally, an employee survey also helps to improve the communication within your company.

Reference projects

Image analysis

Image matters more than facts. Not always, but very often. In experiments, we could demonstrate that consumers base their purchasing decisions more on the image than on the features of the actual product.

We could show that newspaper readers tend to trust the newspaper brand more than they trust the actual text they have read. The same applies to the perception of politicians: voters judge politicians by their party affiliation - and not by the content of their statements made in public.

Therefore, it is important that businesses, regions and organizations are aware of their image. The image influences the formation of an opinion - and has a very concrete impact on behavior.

Is it possible to measure the image? Yes. We have developed instruments that assess images reliably and provide meaningful insights.

Reference projects

Cost-benefit analysis in the public sector: psychology-based detection of willingness to pay

In cost-benefit analyses in the public sector, the traditional approach of willingness-to-pay surveys reaches its limits: Either the respondent is denied important information or respondents are cognitively overwhelmed, or they give "socially desirable" or strategic responses which can distort the results considerably.

To obtain realistic ratings, we have developed a new survey paradigm based on direct democratic processes (Schläpfer , F. 2008)

We provide a survey

  • that closely resembles the decision-making process in a national referendum with regard to the available information and the motivation of the respondents
  • that restricts the opportunities for strategic responses similarly to the real voting situation
  • that largely reduces socially desirable response behavior due to interviewer effects
  • that allows for a strict validity check

In addition, we use a survey design that allows for a meaningful examination of the validity.

Possible applications include environmental and land-use planning policies, cost-benefit analyses for infrastructure decisions or demand analyses for new products. So far, the method has been applied to questions in agricultural policy and landscape development, usage conflicts related to common goods and tourism.

In addition to surveys on willingness-to-pay, we also provide reviews of existing studies.

Schläpfer, F. (2008) Contingent valuation: a new perspective. Ecological Economics 64, 729-740.

Reference projects

Behavioral risk management and communications for financial services

These are our hypotheses for behavioral risk management:

  • To ensure trust and transparency, an intelligible risk communication between financial service providers and customers is necessary.
  • To enable an accurate assessment of the actual preferences of the customer/client, a valid measure of risk tolerance is required.


Using empirical psychometric methods and scientific insights gained from behavioral finance research enables a comprehensive, transparent yet compact consultation. This provides the financial services industry with the opportunity to better align capital and investment decisions to the actual preferences of the customers, to better meet the directives (e.g., MiFID II from 2015) and to reestablish lost trust. The aim is to educate the financial advisors with regard to these factors and to provide them with an easy-to-deploy toolkit for measuring the "Financial Risk Personality" of their customers.

Reference Projects