Marktforschung.de showcase: quick summaries of 5 talks from German research companies #IIeX 


Live notetaking at #IIeX in amsterdam. Any errors or bad jokes are my own.

Realtime research in the digital age by Holger Geibler, YouGov

  • What do people think about research – political polls, representativeness, big data, how slow research is
  • What is real time research – can be from NOW to one week to complete, real time is related to historical timelines
  • We need to be where the respondent is, need to ask less, engage more, connect more – keep surveys under 16 minutes and avoid dropouts, remember than mobile surveys take 10 to 20% longer to complete
  • Let clients access data in real-time but tell them its preliminary, train clients and consultants to use a dashboard, have dashboards that switch between weighted and unweighted data

Reaching millennials via mobile apps and getting superior survey data through gamification by Jonathan Kurfess, Appinio

  • People want to share opinions even if you don’t want to hear it or don’t agree with it
  • #MRX is struggling to adapt to millennial user behaviour – longer questions are good for researchers but not for respondents
  • Money is not a sufficient incentive
  • An app that allows people to interact with each other, compare opinions, create polls and gather opinions is very engaging
  • Ensure questionnaires are mobile optimized

Germans got humor? Only if it’s efficient by Oliver Switzer, September Strategy and Foreshung

  • Do purchasers have emotions about steel? Of course they do. Emotion is involved with everything. Emotion isn’t just anger or disgust.
  • Germans like to be funny not just measure efficiency. Being funner is teh container, the vehicle.
  • Evolution made humans emotional, we used to be emotional about safety and now we’re emotional about product packaging
  • Our consciousness is there just to get orders from our subconscious
  • You can apply KPIs to emotions
  • Our brains is very activated when we see brand names we recognize versus made up brands
  • Our heart beats at different rates for different emotions, fear, trust, anger, skepticism, stress, relelvant, attraction, closeness [ask to see the charts, quite cool]
  • You can feel trust and skeptisism at the same time
  • [never occured to me to treat emotions as KPIs]

Implicit influence explained: how to define and measure the unconscious effects of words and images by Jonathan Mall, Neuro-Flash

  • People who though a zoo is safe even though a gorilla was supposed to have escaped assumed zoo handled the situation properly, these people read a certain type of newspaper
  • Priming means setting you up to feel something, lead to a preference, lead to a purchase
  • We could connect a gorilla to chocolate in a commercials, people who like one will like the other
  • You can’t simply look at one aspect of an ad, you need conscious and unconscious effects
  • people will say something looks good but their unconscious might be noticing the pretty lady on the side, if there is too much attention in the wrong place, then you have an issue
  • The four Ps: primal, priming, preference, purchase

Understanding emotion decision drivers using brain scans by Kai Muller, The Neuromarketing Labs

  • People don’t think how they feel, and they don’t say what they think and they don’t do what they way
  • We can map disgust in the brain as well as other emotions
  • Funny ads engage the heart and the min
  • Annoying ads evoke negative emotions and high attention
  • Positive and negative mentions can impact sales an this is measureable 
  • Were able to match the results of the ad concept with the finished ad

This year’s overused image was the iceberg, two of which appeared in this track. And the second iceberg speaker chuckled over it as his slide appeared. Sorry Homer’s brain, you’re last year. 🙂

 

Advertisements
%d bloggers like this: