Management of the Institute

BUYOSCOPE is the successor company of the SETACOM university institute for market and opinion research, founded in early 1996 by Dr. Kay von Dultzig. (photo)

Research work in the areas of neuro-marketing and psychophysiology preceded the institute’s foundation. In 1995 Dr. von Dultzig succeeded with his research by finding out how to aggregate measurement data of brain-activity (skin conductance) from advertisement-testing into valid total values with high correlations to sales. 12 years of research in the field of brain activity followed. As far as we know, there are only two other, US-american institutes, with a similar technique of data-aggregation worldwide today.

That research left it's trace even in medicine. Measuring skin-conductance in medicine, especially in pain treatment, meanwhile is as normal as measuring blood pressure, though without the data-aggregation that is so valuable for marketing. Brain-activity today is one of the five pillars of the BUYOSCOPE Benchmark-System. 
 
In addition to heading up the institute, Dr. von Dultzig became a professor for media-psychology and marketing at one of Germany’s most renowned private universities.  In 1999 he was chosen by DVA (Deutche Verlags Anstalt: Geman Publishing Institute) for the foundation of his institute, as one of the 20 most important company founders in Germany of the mid and late 1990’s. DVA is the publishing house of Frankfurter Allgemeine Zeitung. You can find the report in the book Pioniere, Gründer, High-Tech-Unternehmer.