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Sennheiser focuses on long-term consumer understanding

Zurich’s Technopark is home to Sennheiser Innovation (Schweiz) AG, which provides the audio specialist with important information about the customers of the future and trends that in five to 15 years’ time will affect people all around the world. “Today it is more important than ever to sow the seeds of innovation as early as possible,” explained Volker Bartels, speaker for the Sennheiser Executive Team and president of manufacturing and logistics. “We want to identify key developments in consumer thinking as early as possible in order to move our company, together with its products, its services and its philosophy, in that direction.”

Since August 27, 2008, Sennheiser Innovation (Schweiz) AG has been working on the basic principles of consumer understanding and giving the audio specialist more approaches to the whole subject of innovation. “With this department Sennheiser has created a unique tool for a medium-sized company,” said Susanne Seidel, president of global marketing. “Up to now our great strengths have been in the field of technological innovation and the direct implementation of customer demands through the creation of innovative products. Now a new element comes into play; a more in-depth, long-term understanding of consumer thinking and behavior. The first year with Strategic Innovation has already given us valuable insights into our work in the markets and is now also helping us to understand and make use of changing consumer behavior in the current world economic climate.”

The organization, run by Daniel Sennheiser, director of strategic innovation, was set up in Zurich to shine an independent light on developments. The Technopark, with its fresh, young companies and its proximity to ETH Zurich (a science and technology university), offers an environment that fosters innovation. Daniel Sennheiser himself has extensive experience in consultancy, marketing, communication and design. Before joining Sennheiser he was Associate Director for Design and Innovation (EMEA) at Procter & Gamble.

“With our Strategic Innovation team we bring a new perspective to the company”, explained Daniel Sennheiser. “We look beyond mere fads and short-lived trends to see which values and ideas will affect the consumers of the future. To do this we have put together a multifunctional team of market researchers, creative minds, economists and engineers. This comprehensive approach gives a fresh impetus to the Sennheiser Group.” Daniel Sennheiser’s team consists of seven members of staff, three of whom are based in the company headquarters in Germany. They ensure the smooth transfer of research findings to all areas of the company.

“We have to start now to tackle the innovations of the years ahead”, said Daniel Sennheiser with conviction. “Every successful company needs to be involved in future research. My team and I are delighted to be able to play an active role in this challenging field and thus to promote a culture of innovation throughout the entire group.”

At a glance — Sennheiser Innovation (Schweiz) AG

  • Founded: August 27, 2008
  • Status: 100-percent subsidiary of Sennheiser electronic GmbH & Co. KG
  • Headquarters: Zurich, Technopark
  • Members of staff: Seven
  • Manager: Daniel Sennheiser, Director of Strategic Innovation
  • Key focus: Market research, innovation management, strategic process and business development in order to bring increased consumer/user-driven innovation into the company

About Sennheiser
Sennheiser is a world-leading manufacturer of microphones, headphones and wireless transmission systems. Established in 1945 in Wedemark, Germany, Sennheiser is now a global brand represented in 60 countries around the world with U.S. headquarters in Old Lyme, Connecticut. Sennheiser’s pioneering excellence in technology has rewarded the company with numerous awards and accolades including an Emmy, a Grammy, and the Scientific and Engineering Award of the Academy of Motion Picture Arts and Sciences.

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