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Publications

EYE SQUARE's Managing Director

A Marketing and Branding Visionary

Michael Schiessl is a psychologist and has been managing director of EYE SQUARE since he founded the company in 1999.

Specialization

 

Michael Schiessl focuses on attitudal measurement, branding, advertising and usability research.

He is regarded a specialist in the field of the implicit market research.

Career

  • since 1999 Managing Director of EYE SQUARE
  • 1999 Founding of the market research provider EYE SQUARE
  • 1998 Research visit at the Yale University, New Haven
  • 1995-1999 Study of Psychology at Technische Universitaet Berlin
  • 1993-1995 Studies of Philosophy, Sociology and Cultural Studies at Hochschule für Philosophie Muenchen and at the Humboldt-Universitaet Berlin

Association Memberships

  • Leader of the local section of the German Market Research Association (BVM) in Berlin
  • Member of the European Society for Opinion and Marketing Research (ESOMAR)
  • Member of the German Advertising Research Association (DWG)

Publications

  • Schiessl, M., Krueger, T., Stieger, C., Kling, M. (2008).
    Wie viel Online-Werbung braucht der Mensch?
    Messung der Werbeeffizienz von eBay-Online-Werbung.
    In: planung & analyse. 3/2008.

    [How much Online Marketing do they want? Ad efficiency measurement of eBay online ads.]

  • Duda, S., Schiessl, M., Nuesperling, (2008).
    See the World with different Eyes.
    Comparison of Website Usage in Germany and Japan.
    In: planung & analyse, Market Research Special English Edition 2008: Asia and Middle East. 14-18.

  • Schiessl, M., Schulte-Moser, P. (2008).
    Nimm mich!
    Gutes Verpackungsdesign muss in Zeiten der Reizueberflutung nicht allein aesthetischen Anspruechen genuegen.
    In: markenartikel, Sonderheft I/2008 , S. 24 - 86.

    [Take me! In times of information overload, successful packaging needs to be more than beautiful.]

  • Duda, S., Schiessl, M., Nitschke, Dr. J. (2007).
    Gelungener Auftritt: Mit Eye-Tracking Internet-Startseiten optimieren.
    In: Research & Results, 7/2007, 38 - 40.

    [Great appearance: optimizing starting pages on the web with eye tracking.]

  • Cechini, J., Duda, S., Schiessl, M. (2007).
    Dem Traumfahrzeug der Kunden auf der Spur: Der Automotive Testing Ansatz von eye square.
    In: planung & analyse, 3/2007, S. 22 - 25.

    [Hot on the trail of the clients' dream car: The Automotive Testing Approach of eye square.]

  • Duda, S., Schiessl, M., Wildgruber, G., Rohrer, C., Fu, P. (2007).
    Linguistic Analysis of Websites:
    A New Method of Analysing Language, the Poor Cousin of Usability.
    HCI, Proceedings Volume 11, LNCS_4560.

  • Schiessl, M., Duda, S., (2007).
    A Qualitative Oriented Study about IT Procurement Processes: Comparison of 4 European Countries.
    HCI, Proceedings Volume 11, LNCS_4560.

  • Schiessl, M., Thoelke, A., Moeller, J., Duda, S. (2007).
    Eye Tracking - Die Kunst des Augenblickes.
    In: DOKUMENTATION PUBLIKUMSZEITSCHRIFTEN, Wie Werbung wirkt, Band 6, Berlin, 02/2007.

    [Eye Tracking - Mastering the Art of Gaze Movements]

  • Schiessl, M., Diekmann, S. (2007).
    Lost in the Supermarket:
    Untersuchung von Point-of-Sale-Promotion mit Eye Tracking.
    In: planung & analyse, 1/2007, S. 20 - 23.

    [Lost in the supermarket: Study on Point-of-Sale-Promotion with Eye Tracking]

  • Nitschke, J., Duda, S., Schießl, M., Göhre, T. (2007).
    Perfektes Zusammenspiel: Usability Tests und Remote in Kombination.
    In: Research & Results, 1/2007, S. 34 - 35.

    [A perfect match: A combination of usability tests in the lab and remote]

  • Schiessl, M. (2007).
    Print wirkt. Eye Tracking misst, wie's geht
    In: Print & more, 1/2007.

    [Print ads take effects. Eye tracking measurement shows how.]

  • Schießl, M., Duda, S., Schäfer, S., Thölke, A. (2006).
    Wohin mit dem Logo? - Das optimale Branding bei TV Werbung.
    In: planung & analyse, 5/2006.

    [Where to put the logo? - Optimized branding in tv commercials.]

  • Duda, S., Schiessl, M. (2006).
    Wozu internationale Usability Studien?
    In: Kempter, G., von Hellberg, P. (Eds),
    Information nutzbar machen - Zusammenfassung der Beiträge zum Usability Day IV, S. 148-151.

    [Why international usability studies?]

  • Schiessl, M., Engel, B. (2006).
    Wie Plakate die Aufmerksamkeit steuern - Plakatwerbung für das ZDF.
    In: Planung & Analyse. 2/2006. D11700F.

  • Duda, S., Schießl, M. (2005).
    Vorsprung im Supermarkt.
    Reale und virtuelle Shop-Studien für Hersteller und Handel. In: Research & Results. Magazin für Media-, Markt- und Werbeforschung. April 2005.

    [A step ahead in the supermarket. Real store and virtual shop studies for manufacturers and retailers.]

  • Schiessl, M., Duda, S. (2005).
    Aufmerksamkeit in CM².
    Eine Printanzeige hat nicht sehr viel Zeit, die Aufmerksamkeit des Lesers zu gewinnen.
    In: Close Up. Zielgruppen im Visier. 10/April 2005.

    [Attention in cm². A print ad has little time, to attract the reader's attention.]

  • Schiesl, M., Duda, S. (2005).
    Text oder Bild? Neue Ergebnisse aus der Werbewirkungsforschung.
    In: planung & analyse. 2/2005.

    [Text or picture? New insights from ad effectiveness research.]

  • Schiesl, M., Duda, S., Thoelke, A., Fischer, R. (2003).
    Eye tracking and its application in usability and media research.
    In: MMI-interaktiv Journal - Online Zeitschrift zu Fragen der Mensch-Maschine-Interaktion. Special Issue: Blickbewegung. 12.03.03, 6.

  • Duda, S., Schiessl, M. & Hess, J.-M. (2002).
    Mobile Usability: Empfehlungen für die Entwicklung benutzerfreundlicher mobiler Datendienste.
    In: Beier, M. & von Gizycki, V. (Eds),
    Usability - Nutzerfreundliches Web-Design, Berlin, Heidelberg: Springer.  173-199.

    [Mobile Usability: Recommendations for the development of usable mobile services.]

  • Duda, S., Schiessl, M. & Hess, J.-M. (2001).
    Mobile Usability Report.
    Eine empirische Studie zur Usability von WAP-Diensten in Deutschland. Mit Empfehlungen für Manager und Entwickler mobiler Datendienste. Berlin/Göttingen: BusinessVillage.

    [Mobile Usability Report. An empirical study on the usability of WAP services in Germany. With recommendations for managers and developer of mobile services.]

  • Schiessl, M., Duda, S. & Fischer, R. (2001).
    Kids' Space.
    In: Smith, M. J., Salvendy, G., Harris, D., Koubek, R. J. (Eds),
    Human Computer Interaction, Volume 1, Usability Evaluation and Interface Design - Cognitive Engineering, Intelligent Agents and Virtual Reality. Mahwah, New Jersey, London: Lawrence Erlbaum Associates, Publishers.

  • Duda, S., Schiessl, M., Fischer, R. (2001).
    The Relation of Usability and Branding of a Financial Website -
    An Integration of Qualitative and Quantitative Methods.
    In: Smith, M. J., Salvendy, G., Harris, D., Koubek, R. J. (Eds),
    Human Computer Interaction, Volume 1, Usability Evaluation and Interface Design - Cognitive Engineering, Intelligent Agents and Virtual Reality. Mahwah, New Jersey, London: Lawrence Erlbaum Associates, Publishers.

  • Kuehnen, U., Schiessl, M., Bauer, N., Paulig, N., Poehlmann, C. & Schmidthals, K. (2001).
    How robust is the IAT?
    Measuring and Manipulating Implicit Attitudes of East- and West-Germans.
    In: Zeitschrift für experimentelle Psychologie. Special Issue: Attitude Measurement using the Implicit Association Test (IAT).

  • Schiessl, M. (1999).
    Der Einfluss der Selbstkategorisierung auf die impliziten Einstellungen von Ost- und Westdeutschen.
    In: Schroeger, E. (Ed), 41. Tagung experimentell arbeitender Psychologen. Lengerich: Papst Science Publ.

Contact

Michael Schiessl
Managing Director

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