Hager founded the institute for market research comrecon (a name composed of the terms communicate, rethink and construct) in 2008 and, initially, exclusively focussed on traditional market and brand research. Realising that a traditional approach did not suffice her claim to comprehensive brand consulting, Hager saw the need to enhance her services.“If you solely rely on the results of classical market research you will not be able to sufficiently communicate the brand’s message to the selected target audience,” she stresses.