Psycologics Market Research

What Psycologics Market Research does

Psychologics Market Research, Inc. is a privately held, boutique qualitative market research firm founded in 1989 by Dr. Sam B. Cohen and headquartered in Great Neck, New York. The firm applies clinical psychology principles, specifically ego psychology and psychoanalytic developmental theory, to consumer research through a proprietary suite of projective techniques. Its core offering is The Psych Map, a proprietary in-depth interviewing methodology conducted by consulting clinical psychologists, complemented by an extended library of techniques including Dream Work, Archetype Insight, Covert Imagery, Personification, Circle Drawing, Storytelling, Free Association, and Human Figure Drawing. The firm organizes its services into three pillars: Analysis (projective technique administration), Insight (unconscious motivation synthesis), and Action (translation into marketing positioning statements).

The company operates as a professional services consulting firm generating revenue through project-based engagements with advertising agencies and enterprise clients. Its services span one-on-one interviews, psychologically oriented focus groups, telephone consultations, advertising analysis, new business pitch analysis, employee coaching, and full-service project management. Distribution relies on direct consulting relationships, founder-led thought leadership (media appearances in Wall Street Journal, New York Times, NBC, CBS), and agency partnerships including an Advisory Board position with Crispin Porter & Bogusky.

Psychologics serves a Fortune 500 client base across pharmaceuticals (Pfizer, GSK, Merck, J&J, BMS, Roche, Novartis), consumer goods (Kellogg's, Coca-Cola, PepsiCo, P&G, Kraft, General Mills), retail (Home Depot, Lowe's), automotive (Toyota), technology (Microsoft), and government (George H.W. Bush Administration, Voice of America). The core team comprises approximately six to ten professionals including Dr. Cohen, five associates (Dr. Karen Kiemel, Dr. James Rosow, Sherri Troy, Geri Mazur, Ian Spence), and Project Coordinator Pat Campbell. The firm has no disclosed funding, no parent company, and no subsidiaries, operating as an independent founder-led boutique.

Name

Psycologics Market Research

Legal name

Psychologics Market Research, Inc.

Website

https://psychologicsonline.com

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Psychologics Market Research is a privately held boutique qualitative market research firm applying clinical psychology projective techniques to reveal unconscious consumer motivations for Fortune 500 brand and advertising clients. Founded 1989; Great Neck, NY.

Ownership category

akta.pro rank

Product category

Qualitative Market Research Services

NAICS

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

SIC

Services-Advertising Agencies (7311)

akta.pro primary industry

Behavioral & Neuroscience Research (Biometrics, Eye-Tracking, Neuromarketing) (MPAAALAN)

akta.pro secondary industries

Custom Market Research (Ad Hoc Studies, Segmentation, U&A) (MPAAALAC), Product & Innovation Research (Concept, Pricing, Packaging, Conjoint) (MPAAALAI)

Keywords

• Qualitative market research
• Consumer psychology research
• Brand positioning research
• Projective research techniques
• Advertising effectiveness research

Headquarters

HQ city

Great Neck

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Psychological Market Research Consulting: Professional consulting services providing psychologically-based qualitative market research. Revenue is generated through project-based engagements with advertising agencies, brands, and government clients seeking deep consumer insight through proprietary projective techniques.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Psychologics Market Research is a boutique qualitative market research firm that applies clinical psychology principles and proprietary projective techniques to uncover the conscious and unconscious motivations driving consumer behavior. The firm offers project-based consulting engagements organized around The Psych Map methodology, with three core service pillars—Analysis (projective techniques), Insight (unconscious motivation revelation), and Action (translation into brand positioning)—delivered to Fortune 500 brands, advertising agencies, pharmaceutical companies, and government clients.

Product overview

Psychologics Market Research is a qualitative market research firm consisting of psychologists and psych strategists offering a unified methodology centered on The Psych Map®—a proprietary interviewing framework combining clinical psychology techniques with market research. The three core service pillars are Analysis (projective techniques), Insight (unconscious motivation revelation), and Action (translating insights into positioning). The company provides integrated service modules including one-on-one interviews, psychologically oriented focus groups, telephone consultations, advertising analysis, new business pitch analysis, employee coaching, and project management. A library of proprietary projective techniques (Dream Work, Archetype Insight Technique, Personification, Circle Drawing, Covert Imagery, Human Figure Drawing, Storytelling, Free Association) supports the core methodology, applied across case studies spanning consumer goods, pharmaceuticals, retail, government, and media sectors.

Differentiator

Problem solved

Functional benefit

Brands

• The Psych Map: A proprietary method of in-depth interviewing based on accepted theory and interviewing techniques used in clinical psychology, designed to understand conscious and unconscious consumer motivations.

Quantifiable outcome

• Award-winning advertising campaign for European lighting & electronics company that put them on the map in US market
• +4 more outcomes

Named customers36 records

Segments4 records

Ideal customer profiles4 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

One partnership is on record.

• Crispin Porter & BoguskyminorStrategic or Co-development PartnerDr. Sam Cohen serves on an Advisory Board for Crispin Porter & Bogusky, providing strategic consultation on brand and marketing matters.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• C Space (formerly Communispace): Customer-inspired growth consultancy using private online communities and qualitative insight work. Adjacent competitor for brand and consumer insight engagements with major CPG and tech clients.
• NielsenIQ: Global consumer intelligence giant with broad syndicated and custom research. Relevant as the scaled alternative to boutique psychological research and as a competitive threat for enterprise research budgets.
• Kantar: Largest dedicated insights and consulting firm offering brand and consumer research at global scale. Establishes the benchmark against which Psychologics competes for premium brand research engagements.
• Research Now (formerly Research Now SSI, now Dynata): One of the largest global data and insights platforms. Represents the broader incumbent competitive set that Psychologics is differentiated against as a small bespoke psychology-led firm.

Direct peers

• Insight Strategy Group: Boutique consumer insights consultancy focused on brand strategy and emotional/psychological insight work. Direct competitor in the high-end qualitative and brand strategy research space.
• Kelton Global: Custom research agency employing psychological and behavioral science approaches to brand and communications research. Comparable in methodology emphasis and Fortune 500 client base.
• Hall & Partners: Brand and communications research agency that emphasizes emotional and brand equity measurement. Comparable target client base (Fortune 500 brands and agencies) and shared emphasis on connecting insight to brand strategy.
• BrainJuicer (now part of System1): Pioneer in applying psychology-based, emotions-first approaches to consumer insights and advertising research. Directly comparable to Psychologics in using psychological frameworks to uncover unconscious consumer motivations for brand strategy and creative development.
• ZMET (Zaltman Metaphor Elicitation Technique) - Cleveland Research: Specializes in ZMET, a proprietary metaphor-based qualitative methodology for uncovering consumer mental models. Closely comparable in offering branded, psychology-rooted qualitative research techniques to enterprise clients.

Emerging players

• Truth & Fable (formerly Truth in Branding): Boutique brand strategy and insights firm with a psychological and storytelling orientation. Comparable in spirit and boutique positioning, though smaller and earlier-stage than Psychologics.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

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 Psycologics Market Research