The History of Psyma
The history of Psyma begins in 1957. Three academics from the Erlangen University founded the “arbeitsgruppe für psychologische marktanalysen”. Today we employ 260 coworkers in over 40 countries with passion and noticeable enthusiasm.
Let’s take a closer look at Psyma’s history.
Founding of the “arbeitsgruppe für psychologische marktanalysen” in Nuremberg. Three academics from the psychology department of the – among them Dr. Klaus Haupt – came together to form a “working group” with psychological market analysis as their goal. Research subjects, for example the further development and color design of household cleaners and their claims, the image of luxury watches, the motivations to use instant coffee or the psychology of car drivers and the positioning of automobile brands. The base for the studies was largely the open exploration guidelines, with projective test procedures right out of diagnostic clinical psychology.
According to the business magazine “Capital”, Psyma is the “largest motive research company in Germany”. The then client list is like the Who’s Who of brand name industries: Henkel, Maggi, Nestlé, Daimler-Benz, BMW, Reemtsma, Beiersdorf, Sprengel, Lufthansa, and many more.
Reinhold Dorn formed a healthcare market research specialized department – a first for German market research companies. He also was involved in the development of suitable computer supported procedures for psychological market research.
Genesis of the brand name “Psyma” as the acronym used for “teletype”, used at the time to save on costly transmission time.
70’s and 80’s
Development of the first Psyma logo.
Entry in the Rueckersdorf “headquarters”.
Founding of a studio dedicated to explorative individual in-depth interviews and group discussions Nuremberg, Hamburg, Stuttgart and Cologne. New technologies, such as one-way mirrors, video and audio recording, found their way in the day-to-day activities in a studio.
Christian Ryssel becomes the third “founding father”.
Cooperation with companies involved in telephone interviews and quantitative personal surveys
Each market is “challenging” and/or with it the (psychologic-qualitative) research. Thus “challenging” markets, such as NuG, FMCG or mail-order business, were dealt with and are still being served today. The methodology spectrum proceeds from explorative/qualitative procedures through the quantification, all the way up to complex model simulations.
Matthias Fargel comes to Psyma and builds up, as an global market expert, the international healthcare company.
Founding of a separate company dedicated to international healthcare research under Matthias Fargel’s leadership: Psyma International Medical Marketing Research GmbH. About the same time there was an increase in the internationalization of consumer studies for companies like adidas, Reemtsma, Quelle or Storck and others.
Founding of Psyma Praha s.r.o., Prague, Czech Republic.
Founding of Psyma Hungary, Budapest, Hungary.
Involvement with Consultic GmbH, Alzenau/Frankfurt am Main, Germany.
Founding of Psyma International, Inc., Philadelphia, USA
Dr. Klaus Haupt ended his function as Managing Director and appointed Bernd Wachter as his successor at the side of Reinhold Dorn and Christian Ryssel. That same year Psyma conducted its first website evaluation and online studies. AS a result Psyma Online Research GmbH was formed, as a pioneer of German online research under the leadership of Dr. Frank Knapp.
2000 to now
Founding of Psyma Latina, Mexico City, Mexico.
Founding of PSYMA GROUP AG as a holding company encompassing all the domestic and international Psyma subsidiaries.
Opening of a new Psyma office in Munich with Christina Eisenschmid as the managing director. Focus is international automotive and finance market research. That same year Thomas Kolbeck became managing director in the areas of media and TV research, sport and consumer goods, with its headquarters in Rueckersdorf.
Christian Ryssel switched from Chairman of the Board of Directors to the Supervisory Board. Matthias Fargel became the Chairman of the Board of Directors. Psyma CRM Consulting was the precursor for data2face, which took over and renamed the company. As such Psyma CRM no longer exists.
A whole series of openings happened in 2005: Psyma, together with Gérard Confrère and Nadège de Fontenay, two French specialists in their field, established Inter-View Partners (IVP) France, a purely fieldwork company in Lille for challenging surveys in France. The same year saw the founding of a full service research company in Madrid, Spain, Psyma Ibérica under the leadership and involvement of Ignacio Macias with his business partners: Nuria Fernandez and Carlos Moreno. Psyma also started in 2005, after more than a decade of market research in China, a joint venture with Lisa Zeng, Psyma Business Research China in Shanghai was formed.
Founding of ODC Services GmbH, an operating company for international online access panels and thus combine services with other partners.
To better utilize the synergies, Psyma Psychological Market Analysis GmbH (as successor to the “arbeitsgruppe für psychologische marktanalyse”) and Psyma Online Research GmbH merged in 2006 to become Psyma Research+Consulting GmbH with its headquarters in in Rueckersdorf.
Opening of an office in Barcelona, Spain.
Founding of Psyma Pesquisas de Mercado Ltda., São Paolo, Brazil.
Change in the Board of Directors leadership: Bernd Wachter becomes the CEO and Chairman of the Board, Dr. Frank Knapp becomes his deputy and CIO.
Opening of offices in Detroit, USA with the focus on “automobile market research”.
Complete relaunch of the company’s corporate identity.
Psyma surpassed the 30 Million Euro sales volume level.
Change in the Supervisory Board: Hans-Jürgen Beger replaces Reinhold Dorn.
Psyma joins AMA Gold Global Top 50 list. Psyma is proud to join the 2015 AMA Gold Global Top 50, which lists the finest market research agencies in the industry worlwide. The report quotes that "One-third of the Global Top 50 companies are headquartered outside of the U.S." - and Psyma Group is the second biggest one from Germany.