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 Dirk Frank

Dirk Frank

Marktforschung (Honorarprofessor)


Dirk Frank was Visiting Professor at Pforzheim University before he was named Honorary Professor in 2009. He teaches in the bachelor’s program Market Research and Consumer Psychology, with concentrations in methods and market research, international market research and special applications of marketing research such as packaging and design, and brand and communication research.
After training in psychology, Dirk Frank first worked as a research assistant and later as an instructor at the University of Frankfurt before he began a career in institute market research. Today he is a managing partner at a leading research institute in Bad Homburg vor der Höhe. His professional activity concentrates on international research and consulting projects for the pharmaceutical industry, for brand articles in consumer goods and for durable consumer goods.

For many years now, Dirk Frank has studied interactions between emotional and cognitive processes in behaviour regulation. His research interests lie in clinical psychology (coping strategies), social psychology and social cognition (student life), religion psychology (development and structure of systems of belief) and applied psychology (consumer behaviour). His work is based on theoretical models of dual behaviour regulations (such as those of Schwanenberg, 1994: “World of Meaning“
and „World of Probability“; Kahneman, 2011: “System 1“ and “System 2“). He focuses on developing practical procedures for collecting data and data modelling and testing procedures in various countries and markets.
Today there is a one-sided focus on “implicit” information processing. It results from an inadequate understanding of neuropsychological findings, and it falls short as an explanation for behaviour regulation. Applied marketing research relies on traditional “explicit” survey and observation techniques, but it is being called on to develop and validate procedures for measuring implicit processes that can be practically implemented (eyetracking, reaction time, diversion methods, etc.). The additional value provided by a holistic examination of both systems can be identified using model theory and empirical studies in various areas of market research, such as product packaging design, brand communication and new product development.

Consumer Psychology ,  (International) Market Research ,  Behavioural Economics ,  Cognition and Emotion ,  Empirical Research Methods ,  Statistics

Journal article

CLEFF, T., BUYER, D., & FRANK, D. (2010). Von Präferenzen zu Marktanteilen – Bestandsaufnahme zum Einsatz von Conjoint-Analysen zur Absatzprognose in der Marktforschungspraxis. Planung und Analyse (4), 45-49.

FRANK, D., & LÖFFLER, A. (2010). Effektive Werbung im Informationschaos - Der Erfolgsbeitrag intelligenter Pretests. Planung und Analyse (6), 28-32.

FRANK, D., & SCHLUND, W. (2005). Challenges of global research, some remarks and some solutions.. Planung und Analyse, 16-22.

FRANK, D., & SCHLUND, W. (2004). Kann Werbewirkung sensibler gemessen werden?. Planung und Analyse (1), 45-49.

FRANK, D., & ELLERBOCK, H. (2004). Markenwertmessung als Herausforderung eines integrierten Markenmanagements. Planung und Analyse (2), 50-58.

FRANK, D., & SCHLUND, W. (2004). Was ist das Ziel qualitativer Forschung?. Planung und Analyse.

FRANK, D. (2004). Virtuelle Realitäten in der Marktforschung – methodische Möglichkeiten und Grenzen.. (13), pp. 8-9.

FRANK, D., & SCHLUND, W. (2001). Redefining Qualitative Research., pp. 29-48.

FRANK, D., & SCHLUND, W. (2001). Packaging Research revisited. A method for international research.. Planung und Analyse, 43-47.

FRANK, D., & SCHLUND, W. (2001). Qualitative Marktforschung - Immer tiefer in die Tiefe ?. Planung und Analyse (1), 56-83.


BESEMER, I., DÜRR, P., FRANK, A., & GAIRING, F. (1998). Team(s)lernen Teamarbeit. Deutscher Studienverlag.

Publication in Collected Edition (encyclopedia...)

FRANK, D., ZWINGMANN, C., & MOOSBRUGGER, H. (2004). Der gemeinsame Glaube der Christen – Empirische Analysen zum Apostolischen Glaubensbekenntnis. Hrsg. von Ch. Zwingmann und H. Moosbrugger, Münster, Germany.

FRANK, D. (2002). Markenwert. Hrsg. von D. Pflaum, München, Germany.

FRANK, D. (2002). Globalisierung als Herausforderung für die Marketingforschung.. Hrsg. von Deutscher Manager-Verband, Zürich, Schweiz, Switzerland.

Contribution to Series of Ext. Research Institute

FRANK, D., & METHNER, T. (2010). Welcome to the House of Research. Achieving new insights and better brand knowledge through courageous ways of collaboration in what is usually a competitive environment.., Amsterdam, Netherlands.

Article in Proceeding

BRITZELMAIER, B., FRANK, F., LANDWEHR, M., & REIMER, S. (2014). Development of the Management Compensation in German HDAX Companies from 2003 to 2012., 11th Circle Conference.


NADERER, G., & FRANK, D. (2013). Den Homo Heuristicus verstehen: Implizit braucht Explizit - und umgekehrt. In Fakultät für Wirtschaft und Recht der Hochschule Pforzheim (Ed.), 50 Jahre - 50 Thesen, Band 4: Marketing und Management (pp. 13-21).

FRANK, D., & RIEDL, P. (2004). Theoretical Foundations of Contemporary Qualitative Market Research [63 paragraphs]. In Forum Qualitative Sozialforschung / Forum: Qualitative Social Research [On-line Journal], 5(2), Art. 30 (Eds.), Forum Qualitative Sozialforschung / Forum: Qualitative Social Research [On-line Journal], 5(2), Art. 30. Available at: http://www.qualitative-research.net/fqs-texte/2-04/2-04frankriedl-e.htm [Date of Access: May 20th, 2004]. (pp. Art. 30).

Online Publication

NADERER, G., & FRANK, D. (2014). Den homo heuristicus verstehen: Implizit braucht Explizit – und umgekehrt (Teil 1) - marktforschung.de. Retrieved from http://www.marktforschung.de/hintergruende/themendossiers/behavioral-economics/dossier/den-homo-heuristicus-verstehen-implizit-braucht-explizit-und-umgekehrt-teil-2/.

NADERER, G., & FRANK, D. (2014). Den homo heuristicus verstehen: Implizit braucht Explizit – und umgekehrt (Teil 2) . Retrieved from http://www.marktforschung.de/hintergruende/themendossiers/behavioral-economics/dossier/den-homo-heuristicus-verstehen-implizit-braucht-explizit-und-umgekehrt-teil-2/.

Working Paper

FRANK, D., & NEUREITER, M. (2010). Against all odds! Using unconventional research to establish a life-changing migraine treatment as the leading OTC-brand in a saturated market environment. (54721_08). GLOBAL HEALTHCARE 2010.

FRANK, D. (2006). Gütekriterien für die Personalauswahl und Eignungsbeurteilung. Institut für Psychologie der Johann Wolfgang Goethe-Universität Frankfurt a. M.

FRANK, D. (2004). Vergleichende Evaluation von Lehre und Forschung im Hochschulsystem des Landes Baden-Württemberg. Institut für Psychologie der Johann Wolfgang Goethe-Universität Frankfurt.

FRANK, D. (2001). Skalenkonstruktion und Fragebogengestaltung in Markt- und Meinungsforschung..


FRANK, D. Das Allgemeine Lineare Modell – Lineare Regression., Germany.

Major activity in a professional group context (e.g. member of the examination board for tax advisors)

since 2016

National Representative ESOMAR Germany

European Society of Market and Opinion Research (ESOMAR) Netherlands

since 2014

Mitglied Prüfungsausschuß Fachangestellter für Markt- und Sozialforschung

IHK Wiesbaden Germany

since 2013

Employer's representative Expert Committee "Fachangestellter für Markt- und Sozialforschung"

IHK/ZPA Nord-West Germany

Presentation at a Conference


„„Der Homo Heuristicus in der Marktforschung – Warum implizit nicht alles so ist, wie manche es explizit gerade darstellen“. Vortrag auf der BVM Fachtagung „Behavioral Economics – psychologische Marktforschung 2.0“, Frankfurt am Main, 21. November 2016

BVM Fachtagung „Behavioral Economics – psychologische Marktforschung 2.0“ Germany


since 2006

Member of the European Society of Market- and Opinion Research (ESOMAR)

ESOMAR Netherlands

since 1997

Market Researcher BVM

Berufsverband der Markt- und Sozialforscher Deutschland (BVM) Germany