Former GfK and IRI execs launch new agency

Peter Mahn and Heiko Leipold have announced the launch of Mafowerk, which they say will offer clients innovative concepts that go beyond traditional agency research.

Both have previously worked at GfK and Information Resources (IRI). Leipold began his research career at G&I while Mahn has worked in various consulting and account management roles, focusing particularly on consumer goods.

Mafowerk will target clients with established market research activities, as well as small and medium-sized firms that may have less experience. It will publish trend studies as well as conducting custom research.

The pair said their experience in large agencies had given them an understanding how research could be optimised, including “concrete and actionable recommendations, peripheral vision, results orientation and efficiency”.