2HMforum

What 2HMforum does

2HMforum. GmbH is a specialized German market research and consulting company headquartered in Mainz, founded in 1996 by Roman Becker. The firm centers its practice on the proprietary Fan Principle (Fan-Prinzip) methodology, which transfers the characteristics of sports, music, and art fans to business relationship management to measure and increase emotional customer, employee, and member loyalty. Its flagship operational system is FANOMICS — a management steering and customer feedback system combining dashboards, analytics, and the FanScan digital real-time measurement tool, with standardized assessment modules such as the CRM Maturity.Check (8 dimensions, €4,950–€14,500 tiers) and the Member FanCheck (from €3,950). The methodology is codified in two bestselling books and validated by a scientific advisory board anchored at Johannes Gutenberg University Mainz, while proprietary research studies (Fanfocus Deutschland, Mitarbeiterfocus Deutschland with 2,000+ respondents each, and Fanfocus Deutschland Verbände covering 16 member-organization types) compound an empirical base of 100,000+ interviews and 300+ consulting projects.

The company serves a diversified enterprise and member-organization clientele across DACH — including Toyota, BMW, Allianz, ING, ING-DiBa, HUK-Coburg, TRILUX, Jack Wolfskin, HSE, IKK Classic, Interprint, Haspa, and government entities such as Landessportbund Thüringen — via a consultative, sales-led go-to-market targeting C-level and senior management decision-makers. Revenue is generated primarily through bespoke market-research and consulting projects (fixed-price and time-and-materials), supplemented by subscription-style access to the FANOMICS platform and FanScan, fee-based speaking engagements and workshops, and book/IP sales. The group structure comprises three wholly-owned subsidiaries: BCM. Best Customer Management GmbH (CRM consulting, Munich), 2HM Business Services (data-based marketing/sales/loyalty, Mainz), and TeleMatrix GmbH (telephone survey operations, Mainz, founded 2014). A 2025 strategic rebrand is positioning FANOMICS as the central consumer-facing brand going forward.

Name

2HMforum

Legal name

2HMforum. GmbH

Website

https://2hmforum.de

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

2HMforum is a German market research and consulting firm (founded 1996, ~50 staff, Mainz) that applies its proprietary Fan Principle methodology and FANOMICS platform to measure and increase emotional customer, employee, and member loyalty for enterprises and member organizations across DACH.

Ownership category

akta.pro rank

Product category

Market Research and Consulting

NAICS

Marketing Research and Public Opinion Polling (541910), Marketing Consulting Services (541613)

SIC

Services-Advertising (7310)

akta.pro primary industry

Fan Club, Community & CRM Management (MPAIAGAJ)

akta.pro secondary industry

Fan Communities & Subscription Content Platforms (Membership/Patronage) (BPAMAJAO)

Keywords

• Customer loyalty research
• Market research consulting
• Employee engagement measurement
• Member loyalty studies
• Customer experience management

Headquarters

HQ city

Mainz

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Market Research and Consulting Projects: Bespoke consulting and market research projects billed as fixed-price or time-and-materials engagements. Projects include customer and employee loyalty studies, member satisfaction surveys, brand positioning research, and strategic advisory engagements. Revenue is project-based and non-recurring by nature, though repeat engagements with existing clients contribute to revenue continuity.
2. FANOMICS Platform and Software Licensing: FANOMICS serves as both a methodology and a digital platform (FanScan) that can be licensed or subscribed to for ongoing relationship measurement and management. Revenue is generated through software access fees and recurring subscription-style arrangements.
3. Speaking Engagements and Workshops: Keynote speeches, conference presentations, and workshop facilitation on the Fan Principle topics. Booked directly by event organizers for kick-offs, management conferences, specialist congresses, general meetings, trade fairs, and corporate workshops.
4. Books and Publications: Sale of the Fan Principle books (Das Fan-Prinzip, FANOMICS – Mitarbeiter zu Fans machen) and related publications as part of the intellectual property licensing and knowledge product revenue stream.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels10 records

Core offering

2HMforum delivers specialized market research and consulting services built around the proprietary Fan Principle methodology, operationalized through its central management system FANOMICS. It measures and increases emotional customer, employee, and member loyalty (fan quotas) for enterprises, member organizations, and HR functions, offering modular tools such as FanScan (real-time measurement), the CRM Maturity.Check (8-dimension assessment), and dedicated FanCheck surveys, complemented by annual flagship loyalty studies and speaking engagements.

Product overview

2HMforum operates as a specialized market research and consulting company offering a unified methodology platform called FANOMICS based on the Fan Principle. The core offering centers on FANOMICS as the central management control system providing Customer Feedback Systems, dashboards, and measurement tools. This integrates with specialized add-on modules including FanScan (digital real-time measurement tool), the CRM Maturity.Check (8-dimension customer management assessment in three pricing tiers from EUR 4,950 to EUR 14,500), Customer FanCheck, and Member FanCheck (starting at EUR 3,950). The company also publishes the foundational Fan Principle books and conducts major annual research studies including Fanfocus Deutschland, Mitarbeiterfocus Deutschland, Fanfocus Deutschland Verbände, and Digitale Servicequalität studies. Speaking engagements on Fan Principle topics round out the service portfolio.

Differentiator

Problem solved

Functional benefit

Brands

• FANOMICS: A management system and digital tool for measuring emotional customer, employee, and member relationships (FanScan), along with the Fan Principle methodology for turning customers, employees, and members into fans.
• FanScan
• Mitglieder-FanCheck
• Fanfocus Deutschland
• Mitarbeiterfocus Deutschland

Products and services

• FANOMICS Management System Central management control system and brand providing tools and frameworks for measuring and increasing emotional customer, employee, and member loyalty, including dashboards, Customer Feedback Systems, and management steering instruments based on the Fan Principle methodology.
• FanScan Digital tool for measuring emotional customer, employee, and member relationships in real time; provides simple, fast, and scientifically grounded assessment of relationship quality and fan quotas, convertible into immediate actions.
• CRM Maturity.Check (Reifegrad.Check) 8-dimension CRM maturity assessment evaluating all essential dimensions of customer management in a 360-degree view, deriving an optimized strategy and Business Case (Return on Ignorance - ROIG). Available in three tiers: S (EUR 4,950), M (EUR 8,950), and L (EUR 14,500).
• Kunden-FanCheck (Customer FanCheck) Standardized and modular status analysis tool for measuring emotional customer loyalty and satisfaction according to the Fan Principle, delivered via online or telephone customer interviews in basic and extended modules.
• Mitglieder-FanCheck (Member FanCheck) Standardized and modular status analysis tool for measuring emotional member loyalty in associations, chambers, clubs, parties, foundations, and NPOs according to the Fan Principle; entry-level basic module starting at EUR 3,950 plus VAT, with optional extended and supplementary modules available.
• Das Fan-Prinzip (The Fan Principle) Book Bestseller book by Roman Becker and Prof. Dr. Gregor Daschmann presenting the Fan Principle methodology for managing companies with emotional customer loyalty; 3rd edition published in 2022.
• FANOMICS – Mitarbeiter zu Fans machen Book Book on employer fan management and the Fan Principle applied to employee relationships, showing how to make employees into true fans for sustainable company strength.
• Fanfocus Deutschland Flagship annual research study measuring emotional customer loyalty and fan quotas across German companies and industries, involving over 2,000 customer interviews.
• Mitarbeiterfocus Deutschland Large-scale annual study surveying more than 2,000 employees on employee satisfaction, loyalty, commitment, motivation, and emotional employee engagement.
• Fanfocus Deutschland Verbände Study examining satisfaction and emotional loyalty of members in associations, chambers, parties, and member organizations; covers digitalization and impact of the Corona pandemic with over 2,000 member interviews across 16 types of member organizations.
• Speaking Engagements Professional keynote speeches, conference presentations, and workshop facilitation on the Fan Principle, covering emotional customer loyalty, customer and employee fan conversion, digital CRM, and reputation management; booked for kick-offs, management conferences, specialist congresses, and corporate events.

Quantifiable outcome

• Fan customers buy more, buy more often, are less price-sensitive, evaluate conditions more positively, have the highest contribution margin, and remain loyal even in bad times.
• +5 more outcomes

Named customers15 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature5 records

Partnerships

Six partnerships are on record, tiered core and minor.

• TeleMatrix GmbHcoreStrategic or Co-development Partner · 1 January 2014TeleMatrix GmbH was founded in 2014 in Mainz as a full-service partner for national and international telephone surveys conducted in Germany. TeleMatrix is a team of dedicated colleagues with many years of experience in telephone market research. It serves as the primary commissioned partner for telephone surveys for 2HMforum, reliably implementing market research projects in both B2B and B2C sectors. Located at Wilhelm-Theodor-Römheld-Str. 14, 55130 Mainz.
• F.A.Z.-Institut (Frankfurt/Main)coreStrategic or Co-development PartnerThe F.A.Z.-Institut from Frankfurt/Main is a strategic partner of 2HMforum. This partnership provides access to F.A.Z.-Institut's research capabilities, content resources, and market intelligence, strengthening 2HMforum's position in the German market research landscape.
• Prof. Dr. Achim Burkhardt (Offenburg University of Applied Sciences)minorOthersProf. Dr. Achim Burkhardt from the Offenburg University of Applied Sciences serves on the scientific advisory board of 2HMforum, providing academic oversight and credibility to the Fan Principle methodology.
• Prof. Dr. Gregor Daschmann (Johannes Gutenberg University Mainz)coreOthersProf. Dr. Gregor Daschmann from the Johannes Gutenberg University Mainz is co-author of the Fan Principle bestseller and serves on the scientific advisory board. He provides academic rigor and validation to the Fan Principle methodology.
• BCM. Best Customer Management GmbHcoreStrategic or Co-development PartnerBCM. Best Customer Management GmbH is one of the leading management consultancies in the 2HMforum group, offering consulting services of the highest quality along the entire customer value chain. It provides CRM consulting, tool evaluation, agile project management, and CRM tool implementation services. Located at Frauenstrasse 22, 80469 Munich. CEO: Thomas U. Hamele.
• 2HM Business ServicescoreChannel Partner/ Reseller/ Distributor2HM Business Services is an agency for customer dialogue and customer relations through data-based marketing. It operates as part of the 2HMforum group, providing marketing, sales, and customer service solutions. Located at Emmerich-Josef-Str. 5, D-55116 Mainz. CEO: Christian Burst. Focus on LEADS | SALES | LOYALTY.

Scale indicators5 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• Ipsos: Global market research leader with strong DACH presence via Ipsos Germany. Like 2HMforum, Ipsos runs large-scale customer and employee loyalty tracking programs and offers bespoke consulting, but operates at vastly greater scale and across many more geographies.
• GfK (Growth from Knowledge): German-headquartered global market research firm with deep roots in consumer and shopper research. Comparable to 2HMforum in German market presence and enterprise client base, but offers a much broader portfolio of syndicated and custom research.
• Kantar: World's largest market research and insights group, with established brand tracking, customer experience, and loyalty practices. Competes with 2HMforum for enterprise CX and brand loyalty budgets in Germany and globally.
• Simon-Kucher & Partners: Global consultancy specializing in pricing, marketing, and sales strategy with significant DACH operations. Comparable in working with the same enterprise clients (insurance, banking, automotive) on customer value strategy, though focused more on monetization than loyalty research.

Direct peers

• Psyma Group: Germany-based market research firm with strong B2B and consumer research capabilities. Directly comparable to 2HMforum in terms of regional scale, focus on enterprise custom research, and emphasis on relationship/loyalty measurement.
• Produkt + Markt: German market research firm specializing in product, brand, and customer satisfaction research. Directly comparable to 2HMforum in mid-sized specialty research serving German enterprise clients with bespoke methodologies.
• infas Institut: Bonn-based market and social research institute active across consumer, public sector, and association research. Comparable in German specialty research positioning and similar mid-sized firm structure.

Regional players

• forsa Politik- und Sozialforschung: German opinion and market research firm with strong presence in member/organization studies and political polling. Comparable in conducting member loyalty surveys for associations and NPOs — a 2HMforum target segment via Fanfocus Deutschland Verbände.

Emerging players

• Qualtrics: Enterprise experience management platform offering customer, employee, and brand experience measurement with growing German market presence. Competes for the same enterprise CX/loyalty measurement budgets but as a scalable SaaS platform rather than bespoke consultancy.
• Medallia: Customer and employee experience management platform with strong enterprise deployments across financial services and retail — verticals where 2HMforum is active (Allianz, ING). Represents the SaaS competitive threat to 2HMforum's consulting-based loyalty measurement model.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCRWF4Iivt-0lvO3qZ5qSptw
• LinkedInlinkedin.com/company/fanomics
• Instagraminstagram.com/2hmforum
• Xx.com/2hmforum

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about 2HMforum