{"id":18045,"date":"2015-06-02T09:52:20","date_gmt":"2015-06-02T08:52:20","guid":{"rendered":"https:\/\/eye-square.com\/de\/?page_id=18045"},"modified":"2022-12-14T10:55:38","modified_gmt":"2022-12-14T08:55:38","slug":"neurosemiotik","status":"publish","type":"page","link":"https:\/\/www.eye-square.com\/de\/neurosemiotik\/","title":{"rendered":"NEUROSEMIOTIK"},"content":{"rendered":"

[vc_row row_type=“parallax“ parallax_content_width=“in_grid“ text_align=“left“ full_screen_section_height=“no“ background_image=“17729″ section_height=“400″][vc_column offset=“vc_hidden-sm vc_hidden-xs“][vc_column_text][\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“grid“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“ css=“.vc_custom_1437399701672{margin-top: 10px !important;}“][vc_column offset=“vc_col-lg-offset-2 vc_col-lg-8 vc_col-md-offset-2 vc_col-md-8″][vc_empty_space height=“35px“][vc_column_text]<\/p>\n

NEUROSEMIOTIK<\/span><\/h1>\n

[\/vc_column_text][vc_empty_space height=“15px“][vc_column_text]<\/p>\n

Integrierte Analyse der Experience von Marken, Werbung und Produkten<\/span><\/b><\/h4>\n

[\/vc_column_text][vc_empty_space height=“35px“][vc_column_text]Die Neurosemiotik ist das integrierte Analyse-Model der eye square zum Verst\u00e4ndnis der menschlichen Experience, d.h. des F\u00fchlens und Erlebens von Marken, Werbung und Produkten. Damit greifen wir Theorien und Erkentnisse des Neuromarketing, der Tiefenpsychologie und Social cognition in einem konsistenten Beschreibungsmodell auf und verbinden die oft auseinanderfallenden Kategorien qualitativer Methoden und quantitativer Messverfahren. Das Model bildet die zentralen Ebenen der psychologischen Repr\u00e4sentation ab: Wahrnehmen, F\u00fchlen und Denken.[\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“][vc_column][vc_empty_space height=“40px“][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“grid“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“ background_color=“#ffffff“ padding_top=“0″ padding_bottom=“0″][vc_column offset=“vc_col-md-offset-2 vc_col-md-8″][vc_row_inner row_type=“row“ type=“full_width“ text_align=“left“ css_animation=““][vc_column_inner][vc_single_image image=“26698″ img_size=“full“ alignment=“center“ onclick=“link_image“ qode_css_animation=““][\/vc_column_inner][\/vc_row_inner][vc_empty_space height=“10px“][vc_column_text]Ebenen und Messinstrumente des neurosemiotischen Modells in Relation zu Verbraucherw\u00fcnschen und Marktangebot<\/em>[\/vc_column_text][vc_empty_space height=“50px“][vc_column_text]Auf jeder Ebene setzen wir spezifische Methoden und Messverfahren ein, um ein umfassendes ganzheitliches Verst\u00e4ndnis zu gewinnen: das ganze Bild. Die Neurosemiotik ist f\u00fcr Marketing und Marktforschung besonders praktikabel, weil sie s\u00e4mtliche Wirkungsebenen (Wahrnehmung, implizit, explizit) konzeptionell und empirisch messbar beschreibt und sich daher f\u00fcr die strategische F\u00fchrung und Steuerung von Marken, Kampagnen und Produkten eignet. Den wissenschaftlichen Hintergrund bilden die Arbeiten von Mahzarin Banaji, Eric Kandel und Jacques Lacan.[\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“grid“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“ background_color=“#ffffff“ padding_top=“0″ padding_bottom=“0″][vc_column offset=“vc_col-md-offset-2 vc_col-md-8″][vc_empty_space height=“50px“][vc_column_text]<\/p>\n

EBENEN DER NEUROSEMIOTIK<\/span><\/strong><\/h4>\n

[\/vc_column_text][vc_empty_space height=“25px“][vc_column_text]Die Wahrnehmung<\/strong> beinhaltet alle Sinne: Sehen, H\u00f6ren, F\u00fchlen, Greifen Schmecken.\u00a0Zur Messung der Wahrnehmung und Aufmerksamkeit nutzen wir etwa Eye-Tracking, EDA, EEG.<\/p>\n

Auf der impliziten Ebene<\/strong> erfassen wir unbewusste und vorsprachliche, schnelle Prozesse wie Aktivierung, Emotionen und Projektionen. Zur Messung nutzen wir implizite Verfahren wie Reaktionszeittests, Analyse der Mimik etc.<\/p>\n

Auf der expliziten Ebene<\/strong> erfassen wir bewusste, sprachliche Prozesse wie Verst\u00e4ndnis, Urteile und Absichten mithilfe von Verfahren wie Fragebogen, Interview, Bewertungsskalen etc.[\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“grid“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“ css=“.vc_custom_1437399701672{margin-top: 10px !important;}“][vc_column offset=“vc_col-lg-offset-2 vc_col-lg-8 vc_col-md-offset-2 vc_col-md-8″][vc_empty_space height=“50px“][vc_column_text]<\/p>\n

NEUROMETHODEN<\/span><\/strong><\/h4>\n

[\/vc_column_text][vc_empty_space height=“25px“][vc_column_text]Eye square’s Neuromethoden entsprechen dem neuesten technischen Standard. \u00a0F\u00fcr die Messung der Gehirnaktivit\u00e4t w\u00e4hrend des Markenkontakts nutzt eye square die aktuellsten Brain Computer Interface EEGs und eigene Software f\u00fcr Aufzeichnung und Analyse.<\/p>\n

Im Zusammenspiel mit den anderen impliziten Echtzeitindikatoren bildet die Gehirnaktivit\u00e4t einen wichtigen Beitrag.[\/vc_column_text][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“grid“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“ background_color=“#ffffff“ padding_top=“0″ padding_bottom=“0″][vc_column offset=“vc_col-md-offset-2 vc_col-md-8″][vc_empty_space height=“50px“][vc_column_text]<\/p>\n

Universit\u00e4re Forschung mit eye square – <\/b><\/span>Neuromarketing<\/b><\/span><\/h4>\n

[\/vc_column_text][vc_empty_space height=“25″][vc_column_text]<\/p>\n

\u201eMit der vorgestellten Messkombination einer\u00a0neuro\u00f6konomisch fundierten Erhebung und\u00a0Analyse der ganzheitlichen Markenwirkung\u00a0kann die Effektivit\u00e4t und Effizienz der Markenf\u00fchrung\u00a0auf objektiv analytischem Wege\u00a0\u00fcberpr\u00fcft und sichergestellt werden, ohne\u00a0subjektiv gef\u00fchrte Grabenk\u00e4mpfe bestreiten\u00a0zu m\u00fcssen.\u201c<\/em><\/p>\n

[\/vc_column_text][vc_empty_space height=“50px“][vc_row_inner row_type=“row“ type=“full_width“ text_align=“left“ css_animation=““][vc_column_inner][vc_single_image image=“18046″ img_size=“full“ alignment=“center“ qode_css_animation=““][\/vc_column_inner][\/vc_row_inner][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“grid“ angled_section=“no“ text_align=“left“ background_image_as_pattern=“without_pattern“ background_color=“#ffffff“ padding_top=“0″ padding_bottom=“0″][vc_column offset=“vc_col-md-offset-2 vc_col-md-8″][vc_row_inner row_type=“row“ type=“full_width“ text_align=“left“ css_animation=““][vc_column_inner][\/vc_column_inner][\/vc_row_inner][vc_empty_space height=“50px“][vc_column_text]<\/p>\n

Publikationen<\/span><\/strong><\/h4>\n

[\/vc_column_text][vc_empty_space height=“25px“][vc_column_text]Bresinsky, P., Schie\u00dfl, M., von den Brincken, C.: Nerven \u2013 Zeichen \u2013 Wege: Erkenntnisse der Neurosemiotik f\u00fcr erfolgreiche Au\u00dfenwerbung[\/vc_column_text][vc_empty_space height=“25px“]Download PDF<\/a>[vc_empty_space height=“25px“][vc_column_text]Nominiert f\u00fcr das Best Paper BVM Kongress 2012<\/p>\n

Dr. Nadine Hennigs und Dr. Steffen Schmidt, Leibniz Universit\u00e4t Hannover: Zur Bestimmung ganzheitlicher Markenwirkung anhand expliziter und impliziter Erhebungstechniken[\/vc_column_text][vc_empty_space height=“25px“]Download PDF<\/a>[vc_empty_space height=“25px“][vc_column_text]Steffen Schmidt, Klaus-Peter Wiedmann, Philipp Reiter, Christina Kurlbaum:\u00a0Anticipating the Effects of Marketing Communication: A Neuroeconomic Framework for Marketing Purposes[\/vc_column_text][vc_empty_space height=“25px“]Download PDF<\/a>[\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“grid“ angled_section=“no“ text_align=“center“ background_image_as_pattern=“without_pattern“ background_color=“#ffffff“ padding_top=“0″ padding_bottom=“0″][vc_column offset=“vc_col-md-offset-2 vc_col-md-8″][vc_empty_space height=“15px“][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“grid“ angled_section=“no“ text_align=“center“ background_image_as_pattern=“without_pattern“][vc_column css=“.vc_custom_1539004555469{padding-top: 20px !important;padding-bottom: 20px !important;}“ offset=“vc_col-md-offset-2 vc_col-md-8″][vc_empty_space height=“20″][vc_column_text]<\/p>\n

Ihre Spezialisten f\u00fcr Neurosemiotik<\/strong><\/h4>\n

[\/vc_column_text][vc_empty_space height=“25″][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“center“ background_image_as_pattern=“without_pattern“][vc_column width=“1\/2″ css=“.vc_custom_1430742080241{padding-top: 20px !important;padding-bottom: 20px !important;}“][vc_single_image image=“23714″ img_size=“medium“ alignment=“right“ qode_css_animation=““][vc_empty_space height=“20″][\/vc_column][vc_column width=“1\/2″][vc_empty_space height=“20″][vc_column_text]<\/p>\n

Michael Schie\u00dfl<\/h4>\n

Gr\u00fcnder & CEO<\/strong><\/p>\n

Telephone +49 30 698144-12<\/span>
\nFax +49 30 698144-10<\/span>
\nschiessl@eye-square.com<\/a><\/span><\/p>\n

[\/vc_column_text][vc_empty_space height=“80″][\/vc_column][\/vc_row][vc_row css_animation=““ row_type=“row“ use_row_as_full_screen_section=“no“ type=“full_width“ angled_section=“no“ text_align=“center“ background_image_as_pattern=“without_pattern“][vc_column width=“1\/2″ css=“.vc_custom_1578485503699{padding-top: 20px !important;padding-bottom: 20px !important;}“ offset=“vc_hidden-lg vc_hidden-md vc_hidden-sm vc_hidden-xs“][vc_single_image image=“23361″ img_size=“medium“ alignment=“right“ qode_css_animation=““][vc_empty_space height=“20″][\/vc_column][vc_column width=“1\/2″ offset=“vc_hidden-lg vc_hidden-md vc_hidden-sm vc_hidden-xs“][vc_empty_space height=“20″][vc_column_text]<\/p>\n

Philip Bresinsky<\/h4>\n

Research Consultant<\/strong><\/p>\n

Telephone +49 30 698144-65<\/span>
\nFax +49 30 698144-10<\/span>
\nbresinsky@eye-square.com<\/a><\/span><\/p>\n

[\/vc_column_text][vc_empty_space height=“80″][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

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eye…<\/p>\n","protected":false},"author":21,"featured_media":18162,"parent":0,"menu_order":0,"comment_status":"open","ping_status":"open","template":"full_width.php","meta":{"footnotes":""},"class_list":["post-18045","page","type-page","status-publish","has-post-thumbnail","hentry"],"yoast_head":"\nNeurosemiotik | Marktforschung Methoden | eye square<\/title>\n<meta name=\"description\" content=\"Die Neurosemiotik ist das integrierte Analyse-Model der eye square zum Verst\u00e4ndnis der menschlichen Experience: Wahrnehmen, F\u00fchlen und Denken.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eye-square.com\/de\/neurosemiotik\/\" \/>\n<meta property=\"og:locale\" content=\"de_DE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"NEUROSEMIOTIK\" \/>\n<meta property=\"og:description\" content=\"Die Neurosemiotik ist das 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