«Global Center for Customer Insight» Novel and relevant insights into customers' thinking and behaviour are of crucial significance for companies in order for them to conduct marketing campaigns successfully in tomorrow's market. On the basis of the achievements and findings of the Institute for Customer Insight (ICI-HSG), the new Global Center for Customer Insight (GCCI) is intended to become a place of globally recognised thought leadership in the field of research into purchasing decisions and purchaser behaviour. The ICI-HSG is already one of Europe's strongest research institutions and has extremely good contacts with practice, including ABB, Audi, BMW, Bühler, Hilti, Lufthansa, Die Post and Schindler. The research gamut ranges from behavioural branding, design and product development to brand and emotion, market research and data modelling. The future Global Center is intended to be run by Professors Andreas Herrmann, Torsten Tomczak and Wolfgang Jenewein.