WHO WE ARE

We are a team of data specialists, sociologists, computer scientists, designers, trend researchers, economists and cultural scientists. Our strength lies in the evaluation, interpretation and visualization of data.

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WHAT WE DO

We deal with strategic matters in the areas of mobility, health, sustainability and nutrition, as well as with general topics relating to the cultural life of social classes.

 

HOW WE WORK

We value the exchange with inspiring experts from different disciplines.

Therefore, we work closely with renowned universities throughout Germany and abroad, with which we constantly exchange our research results.

Our cooperation partners include the University of Duisburg-Essen, Folkwang University of the Arts, Lübeck University of Technology and Zhaoxing University, as well

as the University of St. Gallen. 

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AREAS OF COMPETENCE

Our customers benefit from our expertise in three disciplines.

 

DATA GENERATION 
& ANALYTICS 

 

Society Studies 
 

Applied Market

Research Studies

Data Evaluation

and Analysis

 

CULTURAL RESEARCH
& EMPATHIC INSIGHTS

 

Value-based Customer

Segmentation

Customer Lifestyles


Trend and Future Research

 

BUSINESS INTELLIGENCE 
& INFORMATION DESIGN

 

Brand Strategy

and Positioning

 

Brand Architecture

and Naming

 

UI Business Tools and

Data Visualization

 

PEOPLE

Our Leadership Team

Björn Welzel

MANAGING SHAREHOLDER 

Björn Welzel is managing partner at Fritz Classen. The trained construction technician studied mechanical engineering, industrial design and philosophy. After numerous industrial design projects (Thyssen Krupp, Karstadt Quelle, BASF) as well as editorial/research activities for SPIEGEL ONLINE and TRENDBUERO Hamburg, he turned to a theory-based

research study on the quantitative/qualitative development

of the middle class in Europe in his diploma thesis in market research at AUDI AG before working for several years in milieu research and brand strategy at AUDI AG. Furthermore, he

is lecturing and doing a PhD on the cultural history of luxury at Folkwang University. 

Jonas Michels

MANAGING SHAREHOLDER

Jonas Michels is managing partner of Fritz Classen and takes care of the strategic and conceptual topics in the office. Previously, he worked in the field of strategic brand management in various industries, including brand development at AUDI AG. Together with the Fritz Classen team he develops innovative concepts and strategies for clients and works on new business areas for the further development of Fritz Classen.