The name DICHTER goes back to the founder:
Ernest Dichter was born in Vienna in 1907 and died in New York in 1991. In 1946 he opened the Institute for Motivational Research in Croton-on-Houdson, N.Y.
As the founder of Motivational Research he made a huge name for himself through his revolutionary studies about Plymouth vehicles from the Chrysler-Group, Ivory Soap from the company Procter & Gamble and through a survey about the readers of Esquire Magazine.
He became known worldwide through the socio-critical best-seller „The Hidden Persuaders" by Vance Packard.
1947 Inauguration of the Institute for Motivational, Marketing and Market Research in Zürich.
