About us

Unique combination of scientists and marketing practitioners

DECODE has been supporting clients to leverage decision science insights to grow their brands since 2007.

Our team combines the practical know-how of senior marketing executives with behavioural scientists to turn scientific learnings into actionable insights and guidelines. This deep understanding of marketing challenges and how to use decision science to master them makes DECODE one of the leading consultancies in this area.

With subsidiaries in Germany, UK and the US, we support our clients in projects around the globe.

Heads Germany

Portrait Dr Christian Scheier

Dr Christian Scheier

Founder & Partner
Portrait Dr Christian Scheier

Dr Christian Scheier

Founder & Partner

Dr. Christian Scheier is one of the few neuropsychologists worldwide who combines science and practical competence in marketing consultation. After a scientific career at the renowned California Institute of Technology and the successful development of an agency for marketing research, he founded DECODE Marketingberatung GmbH together with Dr. Dirk Held.

Portrait Dr Dirk Held

Dr Dirk Held

Founder & Partner
Portrait Dr Dirk Held

Dr Dirk Held

Founder & Partner

Dr Dirk Held, along with Dr Christian Scheier, is the co-founder and joint CEO of DECODE marketing consultancy. He is one of the leading experts in translating scientific findings into actual marketing practice. He is the author of several bestselling books on the topic of neuromarketing, and he advises international brands on how to optimise their marketing activities. Dr Held has a degree in psychology, an MBA and his PhD in behavioural economics was about the influence of brands on purchasing decisions.

Portrait Dr Björn Held

Dr Björn Held

Partner
Portrait Dr Björn Held

Dr Björn Held

Partner

Dr Björn Held did his PhD in the field of Cognitive Psychology. After post-doctoral work on unconscious control mechanisms at the University of London, he applied his scientific expertise to Marketing practice by joining Unilever as a behavioural scientist. Working in England and Germany, he developed the first implicit testing methods to be applied successfully to consumer research. Bjorn worked for Beiersdorf AG from 2005 to 2011, including four years as Head of Market Research for Germany.

Portrait Adjunct Professor Dr Martin Scarabis

Adjunct Professor Dr Martin Scarabis

Partner
Portrait Adjunct Professor Dr Martin Scarabis

Adjunct Professor Dr Martin Scarabis

Partner

Dr. Martin Scarabis has been a partner at DECODE since 2007. Prior to this, he spent more than 10 years researching and teaching Psychology at the Westfälische Wilhelms-Universität in Münster. His scientific research focussed on the analysis of cognitive and motivational drivers of human decision-making. Over the past 15 years, Martin Scarabis has advised numerous international clients on marketing strategy issues and the development of specific initiatives. His expertise in practical marketing paired with a scientific foundation is valued by companies in B2C and B2B alike.

Publikationen

Portrait Johannes Schneider

Johannes Schneider

Partner
Portrait Johannes Schneider

Johannes Schneider

Partner

Johannes Schneider has been working at DECODE since 2008, applying his in-depth knowledge to develop strategies and translate them into codes for products, brands and communication for national and international clients. Previous stations were the network advertising agencies BBDO, JWT, Publicis and Y&R, for which he developed brand and positioning strategies as Planning Director and thus laid the foundation for successful advertising campaigns. Due to this expertise and his many years of extensive experience, the psychologist and expert in morphological market and media impact research is one of the most respected brand strategists in Germany.
In addition to his practical work, Johannes Schneider is also active in the academic world. He has lectured at the Institute of Psychology at Johannes Gutenberg University Mainz, taught neuromarketing at the renowned Vienna University of Economics and Business (WU) and regularly leads innovation seminars as a certified Design Thinking Coach at the Hasso Plattner Institute (HPI). He is also co-author of the standard work "Codes - The Secret Language of Products".

Portrait Marc Heimeier

Marc Heimeier

Partner
Portrait Marc Heimeier

Marc Heimeier

Partner

Marc Heimeier is an expert on Brand Equity Management and a passionate 'neuro-marketeer'. Based on his 20-years experience at Henkel he knows all the daily challenges that a marketeer faces. As a pioneer, he introduced principles of neuropsychology to Henkel in 2007. He has used the DECODE Brandcode Management process for brands such as Persil, Spee and Perwoll with international success. Since the beginning of 2016 Marc has been sharing his knowledge and experience in consultancy projects with clients of DECODE.

Portrait Ulf Wentzien

Ulf Wentzien

Partner
Portrait Ulf Wentzien

Ulf Wentzien

Partner

Ulf Wentzien is a passionate Marketing Executive with over 30 years of experience in Marketing & Sales. In his role as CMO in DAX30 companies he was responsible for global growth as well as the development of new brands and business ideas. He is one of the very few Marketeers who have extensive hands on expertise both in B2C and B2B. In May 2021, he joined DECODE as a partner.

Team Germany

Portrait Lars Abeling

Lars Abeling

Data Science // Junior Data Scientist
Portrait Lars Abeling

Lars Abeling

Data Science // Junior Data Scientist

Since May 2022, Lars Abeling has been supporting DECODE's data science team in the development of internal software tools, data pipelines and data warehouse architecture. He holds a Bachelor's degree in Psychology and a Master's degree in Cognitive Psychology from the University of Groningen.
His professional interest lies in the entire value chain: from ETL and generating insights to the informative presentation of results and the development of tools based on the results.

Portrait Greetje Baden

Greetje Baden

Project Management // Senior Project Manager​
Portrait Greetje Baden

Greetje Baden

Project Management // Senior Project Manager​

Greetje Baden has been part of our Project Management team since 2018. With a Master of Arts in Sociology and Social Research with a methodological focus, she has a deep understanding of complex interrelationships. As Senior Project Manager, she provides support primarily in questionnaire programming and data analysis and is our expert for internal programming and analysis tools.

Portrait Willi Fiebranz

Willi Fiebranz

Data Science // Senior Data Scientist​
Portrait Willi Fiebranz

Willi Fiebranz

Data Science // Senior Data Scientist​
We are still working on the right words to describe this valuable employee ;)
Portrait Anna-Maria Fischer

Anna-Maria Fischer

Research & Innovation // Junior Research​ Consultant​
Portrait Anna-Maria Fischer

Anna-Maria Fischer

Research & Innovation // Junior Research​ Consultant​

Anna-Maria Fischer joined our Research & Innovation Unit in September 2023. With an educational background in B.Sc. Business Psychology, she brings a blend of analytical prowess and understanding of human behavior to her role as a Junior Research Consultant. Her responsibilities include supporting senior consultants in the implementation of both local and international projects as well as developing tools and services to further uncover consumer insights.

Portrait Alicia Frank

Alicia Frank

Project Management // Junior Project Manager​
Portrait Alicia Frank

Alicia Frank

Project Management // Junior Project Manager​
We are still working on the right words to describe this valuable employee ;)
Portrait Daphne Geißen

Daphne Geißen

Project Management // Junior Project Manager​
Portrait Daphne Geißen

Daphne Geißen

Project Management // Junior Project Manager​

Daphne Geißen is a project manager in the project management team. With a degree in social economics and experience in scientific research projects at the University of Hamburg, she has a deep understanding of social and economic contexts. She has been supporting the team in national and international projects for clients from a wide range of industries since 2023.

Portrait Evi Gräßler

Evi Gräßler

Project Management // Project Manager​
Portrait Evi Gräßler

Evi Gräßler

Project Management // Project Manager​

Evi Gräßler has been working for the company since 2017 and supports the project management team as a project manager in the realisation of national and international projects in the sectors of telecommunications and FMCG. During her studies, the sociologist focussed on data analysis.

Portrait Anne Harloff

Anne Harloff

Project Management / Data Processing & Automation​ // Senior Project Manager
Portrait Anne Harloff

Anne Harloff

Project Management / Data Processing & Automation​ // Senior Project Manager

Anne Harloff supports two teams with her many years of expertise. As Senior Project Manager at DECODE, she has been managing national and international projects in the FMCG sector since 2017 and passes this practical knowledge on to the Data Processing & Automation team. She therefore acts as an important interface in the development of new processes and tools.
The sociologist studied at Bielefeld University and Malmö University. Her previous positions include: Allianz (Insurance & Finance), Gruner+Jahr (Media Research) and Tchibo (Consumer Insights)

Portrait Dr. Anne Jessen

Dr. Anne Jessen

People & Culture // People & Culture Manager
Portrait Dr. Anne Jessen

Dr. Anne Jessen

People & Culture // People & Culture Manager
We are still working on the right words to describe this valuable employee ;)
Portrait Eva-Maria Kolb

Eva-Maria Kolb

Research & Innovation // Senior Research​ Consultant​
Portrait Eva-Maria Kolb

Eva-Maria Kolb

Research & Innovation // Senior Research​ Consultant​

Eva-Maria Kolb is a member of the Research & Innovation Unit at DECODE, where she is responsible for the implementation of international research projects using neuropsychological measurement methods. She is also jointly responsible for the development of new study designs based on current research findings. As a social scientist she has many years of experience in the field of data-driven research and project work. She graduated from the University of Siegen, where she conducted research in the fields of voting decisions and network theory, decision-making and leadership.

Portrait Angelika Krause

Angelika Krause

Research & Innovation // Senior Research​ Consultant​
Portrait Angelika Krause

Angelika Krause

Research & Innovation // Senior Research​ Consultant​

Angelika Krause has been a Senior Research Consultant since 2017 and is responsible for managing national and international research projects based on neuropsychological measurement methods. The graduated economist can look back on a long professional career in market research: she built up and was responsible for the ad hoc research department in the retail panel division at GfK Marketing Services (Nuremberg). As a key account executive at TNS Infratest (Frankfurt am Main), she was responsible for research of one of the largest international consumer goods manufacturers. As a freelance market researcher, she has supported companies from various sectors in numerous market research projects.

Portrait Yingqin Li

Yingqin Li

Project Management // Junior Project Manager​
Portrait Yingqin Li

Yingqin Li

Project Management // Junior Project Manager​
We are still working on the right words to describe this valuable employee ;)
Portrait Antje Limberg

Antje Limberg

Supplier Management // Supplier Manager​
Portrait Antje Limberg

Antje Limberg

Supplier Management // Supplier Manager​
We are still working on the right words to describe this valuable employee ;)
Portrait Juliane Matussek

Juliane Matussek

Research & Innovation // Director
Portrait Juliane Matussek

Juliane Matussek

Research & Innovation // Director

Juliane Matussek has more than 10 years experience in Market Research and data-driven marketing consultancy. In DECODE's Research & Innovation Unit she is jointly responsible for the development of new methods of empirical measurement that are based on the latest neuroscientific findings. She graduated in Sociology from the University of Potsdam and also studied at Southampton University in the UK. Her career to date includes roles at Ipsos (Hamburg), Vocatus (Munich) and, most recently, Millward Brown (Hamburg) where she was Account Manager responsible for the brand communication and strategy needs of their consumer goods clients.

Portrait Darren Meineke

Darren Meineke

Project Management // Junior Project Manager​
Portrait Darren Meineke

Darren Meineke

Project Management // Junior Project Manager​

Darren Meineke joined the project management team as a Junior Project Manager in November 2023, contributing his many years of research experience in an academic environment and his expertise in qualitative and quantitative survey methods.
The sociologist also has a keen interest in process optimisation and automation.

Portrait Julia Mücke

Julia Mücke

Project Management // Senior Project Manager​
Portrait Julia Mücke

Julia Mücke

Project Management // Senior Project Manager​
We are still working on the right words to describe this valuable employee ;)
Portrait Julia Richter

Julia Richter

Research & Innovation // Senior Research​ Consultant​
Portrait Julia Richter

Julia Richter

Research & Innovation // Senior Research​ Consultant​

Marketing communications specialist Julia Richter has been supporting the Research & Innovation team since 2016 and, as a senior research consultant, is responsible for conducting national and international research projects using neuropsychological measurement methods. She has many years of experience in market research in various industries, such as telecommunications, FMCG and gambling. Before joining DECODE, she worked for IPSOS (Hamburg) and ran her own bookshop for several years.

Portrait Matthias Roggmann

Matthias Roggmann

Data Processing & Automation​ // Power BI Specialist
Portrait Matthias Roggmann

Matthias Roggmann

Data Processing & Automation​ // Power BI Specialist

Matthias Roggmann holds a B.A. in Socioeconomics from the University of Hamburg and an M.A. in Applied Economics and Social Development from National Chengchi University in Taipei, Taiwan. Matthias has a keen interest in econometrics, data analysis and data visualization. He has enhanced his skills through internships at Ipsos and teaching positions in econometrics. With previous analytical experiences in market research and public transportation, Matthias has been contributing his expertise to DECODE since October 2023, especially in developing user-friendly reports using Power BI.

Portrait Sebastian Rose

Sebastian Rose

Research & Innovation // Junior Research​ Consultant​
Portrait Sebastian Rose

Sebastian Rose

Research & Innovation // Junior Research​ Consultant​
We are still working on the right words to describe this valuable employee ;)
Portrait Silke Schade

Silke Schade

Data Processing & Automation​ // Senior Project Manager/ Data Processing & Automation​
Portrait Silke Schade

Silke Schade

Data Processing & Automation​ // Senior Project Manager/ Data Processing & Automation​
We are still working on the right words to describe this valuable employee ;)
Portrait Dominic Söder

Dominic Söder

Project Management​ // Head of Project Management​
Portrait Dominic Söder

Dominic Söder

Project Management​ // Head of Project Management​
We are still working on the right words to describe this valuable employee ;)
Portrait Elena Sprogies

Elena Sprogies

Research & Innovation // Senior Research​ Consultant​
Portrait Elena Sprogies

Elena Sprogies

Research & Innovation // Senior Research​ Consultant​

Elena Sprogies, who holds a degree in sociology, is a Senior Research Manager in the Research & Innovation Team, responsible for the supervision of national and international projects. Since 2006, she has been supporting companies as a Research Manager in the area of brand strategy and its implementation through evidence-based insights. Stages of her professional career include Icon Added Value and Dr. von Keitz in Hamburg.

Portrait Jasmin Straube

Jasmin Straube

Research & Innovation // Head of Charting​
Portrait Jasmin Straube

Jasmin Straube

Research & Innovation // Head of Charting​
We are still working on the right words to describe this valuable employee ;)
Portrait Leonie von Haeseler

Leonie von Haeseler

Data Processing & Automation​ // Survey & Data Manager​
Portrait Leonie von Haeseler

Leonie von Haeseler

Data Processing & Automation​ // Survey & Data Manager​

After successfully completing her Bachelor's degree in Political Science at the University of Hamburg, Leonie von Haeseler joined implicit diagnostics & solutions GmbH in 2015, which merged with DECODE Marketingberatung in 2023. She has a strong interest in new methods and techniques for data collection, modelling and presentation, especially in the context of social data. She supports the team Data Processing & Automation​ by overseeing the entire lifecycle of Power BI reports, ensuring that they meet stakeholder requirements while ensuring quality and accuracy.

Portrait Florian Weinert

Florian Weinert

Project Management & Data Processing & Automation​ // Director
Portrait Florian Weinert

Florian Weinert

Project Management & Data Processing & Automation​ // Director
We are still working on the right words to describe this valuable employee ;)
Portrait Lisa Wolf

Lisa Wolf

Project Management // Project Manager​
Portrait Lisa Wolf

Lisa Wolf

Project Management // Project Manager​

Lisa Wolf has been a valued member of the project management team since 2017 and is therefore jointly responsible for the implementation of ad-hoc projects at DECODE. Her work focuses on the programming of questionnaires, data preparation and data analysis, among other things.
The sociologist studied at the University of Mainz and Vienna and gained her first professional experience in the field of market research at the market research institute ifak in Taunusstein.
In her professional career, she has worked with a wide range of clients from different sectors - from start-ups to multinational corporations. This experience has given her a broad knowledge of different market research methods and techniques.

Portrait Xiaowen Zeng

Xiaowen Zeng

Research & Innovation // Junior Research​ Consultant​
Portrait Xiaowen Zeng

Xiaowen Zeng

Research & Innovation // Junior Research​ Consultant​
We are still working on the right words to describe this valuable employee ;)
Portrait Yvonne Zieger

Yvonne Zieger

Project Management // Project Manager​
Portrait Yvonne Zieger

Yvonne Zieger

Project Management // Project Manager​

Yvonne joined the DECODE project management team in March 2024, bringing with her three years of experience as a research consultant in a full-service market research institute. Yvonne holds a Master of Arts in Sociology with a focus on sociological methods and is passionate about combining her deep understanding of data with her insights into her clients' business issues, especially the FMCG sector.

Student trainee

Portrait Emily Panek

Emily Panek

Student trainee
Portrait Emily Panek

Emily Panek

Student trainee

Emily Panek has been working as a working student since April 2023 and in this position supports all teams in the successful implementation of implicit market research projects.
The psychologist (B.Sc.) is currently studying for a Master's degree in Psychology and Neuroscience at Bielefeld University. She is interested in human decision-making and how behaviour can be influenced by external factors.

Portrait Mohamend Sulivani

Mohamend Sulivani

Student trainee
Portrait Mohamend Sulivani

Mohamend Sulivani

Student trainee

Mohamed Lukman Sulivani has been a working student since April 2023 and in this position supports all teams in the successful implementation of market research projects. He completed his B.Arts in Sociology with a focus on Economic and Social Psychology at the Georg-August-University Göttingen and is currently studying for a Master's degree in Sociology. He is interested in political sociology, negotiation research in business psychology and group dynamics in social psychology.

Portrait Alina Wülfken

Alina Wülfken

Student trainee Charting
Portrait Alina Wülfken

Alina Wülfken

Student trainee Charting

Alina Wülfken is studying psychology in her advanced master's semester at the University of Hamburg. She successfully completed her Bachelor of Science at the Medical School Hamburg. She has already gained some experience in psychological research and has been a working student at DECODE since November 2023. She is very interested in understanding human behaviour.

Team UK

Portrait Phil Barden

Phil Barden

Partner
Portrait Phil Barden

Phil Barden

Partner

Phil Barden is a proven marketer offering over 25 years of client-side experience, including senior and international roles at high profile companies such as Unilever, Diageo and T-Mobile. Fascinated by the insights from decision science and by the value these can bring to marketing, he quit his international brand director post in order to immerse himself in this new field. He is now one of very few experts to combine a practitioner's perspective with a profound knowledge of decision science, making him very much in demand among clients. Phil is a Fellow of The Marketing Society.

Portrait Miranda Walker

Miranda Walker

Partner
Portrait Miranda Walker

Miranda Walker

Partner

Miranda has over 25 years’ experience in brand planning, research and strategic communications in the advertising and media industries (BBC, Leo Burnett, KHBB, Ogilvy & Mather). She has a track record both in senior management positions in multinational agencies and as an entrepreneur building a brand from initial idea to multi-market distribution. Her deep interest in human behaviour and consumer decision-making led her back to formal academic studies to complement her skills in brand building and consumer insight with an MSc ) in Psychology.

Portrait Iona Carter

Iona Carter

Partner
Portrait Iona Carter

Iona Carter

Partner
We are still working on the right words to describe this valuable employee ;)

Team US

Portrait Dr Nick Carnagey

Dr Nick Carnagey

Partner
Portrait Dr Nick Carnagey

Dr Nick Carnagey

Partner

Dr. Nick Carnagey combines his behavioral science and business expertise to help clients grow their brands through leveraging the latest decision science insights. After a successful academic career in social-cognitive psychology, he transitioned into the business world by joining P&G and spent five years in brand managing roles.

Dr. Carnagey then joined the Behavioral Science Innovation Group and became a thought leader in growing brands through implementing behavioral insights science into day to day practice. He came to work with DECODE Marketing in this P&G role while exploring which external agencies had the best-in-class solutions in behavioral science application. He has been in charge of DECODE’s US office since October 2015.

Contact

What can we do for you?

German flag

Germany (HQ)

DECODE Marketingberatung GmbH
Sonnenberg 7
D-22958 Kuddewörde
Phone +49 (0)40 / 319 938 40
Fax +49 (0)40 / 492 19 064
info@decodemarketing.com
UK flag

UK

DECODE Marketing Ltd.
Phil Barden
 
Phone +44 (0) 7890 332633
phil@decodemarketing.com
US flag

US

DECODE Marketing LLC
Dr. Nick Carnagey
 
Phone +1 (785) 813 5215
carnagey@decodemarketing.com