{"id":28353,"date":"2019-04-29T17:24:00","date_gmt":"2019-04-29T15:24:00","guid":{"rendered":"https:\/\/www.eye-square.com\/de\/?p=28353"},"modified":"2019-07-01T10:27:18","modified_gmt":"2019-07-01T08:27:18","slug":"interview-zum-webinar-in-context-research","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/de\/interview-zum-webinar-in-context-research\/","title":{"rendered":"Andreas Th\u00f6lke: Interview mit marktforschung.de"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;full_width&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column][\/vc_column][\/vc_row][vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;full_width&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column][vc_column_text]Am 09.05.2019 um 11:00 pr\u00e4sentiert <a href=\"https:\/\/www.eye-square.com\/de\/andreas-thoelke\/\">Andreas Th\u00f6lke (CTO, eye square)<\/a> eye squares In Context Plattform &#8211; eine insight-starke, authentische und gleichzeitig sichere und panel-freundliche Experimental-Umgebung zur Bestimmung der Touch-Point-Experience. Vorab sind bereits einige spannende Fragen und Antworten auf <a href=\"https:\/\/www.marktforschung.de\/aktuelles\/interviews\/marktforschung\/der-shopper-und-seine-in-store-journey\/\">marktforschung.de<\/a> zu lesen. Im Interview mit Tilman Strobel verr\u00e4t Andreas Th\u00f6lke bemerkenswerte M\u00f6glichkeiten, Werbema\u00dfnahmen mithilfe von In Context Experience Research analytisch zu planen.[\/vc_column_text][vc_empty_space height=&#8220;20&#8243;][\/vc_column][\/vc_row][vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;full_width&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column width=&#8220;1\/2&#8243;][vc_single_image image=&#8220;28354&#8243; img_size=&#8220;medium&#8220; alignment=&#8220;center&#8220; onclick=&#8220;custom_link&#8220; qode_css_animation=&#8220;&#8220; link=&#8220;https:\/\/www.eye-square.com\/de\/andreas-thoelke\/&#8220;][vc_empty_space height=&#8220;20 px&#8220;][\/vc_column][vc_column width=&#8220;1\/2&#8243;][vc_column_text]&#8220;Der h\u00e4ufigste Anwendungsfall unserer Software ist, dass Testpersonen f\u00fcr ca. drei Minuten auf Facebook oder YouTube frei surfen k\u00f6nnen und die Software sicherstellt, dass sie mit einer zu testenden Kreation in Kontakt kommen. In der Regel wird im Anschluss in einer Befragungssoftware eine Werbewirkungsbefragung durchgef\u00fchrt. Alternativ oder erg\u00e4nzend dazu werden die Tester in unserem Shopping Environment (z.B. Amazon) gebeten Produkte auszuw\u00e4hlen.&#8220; &#8211; so Andreas Th\u00f6lke.[\/vc_column_text][vc_empty_space height=&#8220;20 px&#8220;][\/vc_column][\/vc_row][vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;full_width&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column][vc_column_text]&#8220;Dabei wird untersucht, welchen Einfluss der Kontakt mit der Werbung auf die Aufmerksamkeit und die Auswahl des beworbenen Produktes hat. Ein weiterer Anwendungsfall unseres Amazon Environments ist, dass Produkt- und Angebotsvariationen sowie Positionierungen getestet werden k\u00f6nnen.&#8220;[\/vc_column_text][vc_empty_space height=&#8220;20 px&#8220;][vc_column_text]Auf die Frage, warum warum eine Plattform unbedingt authentisch sein muss, antwortet Andreas Th\u00f6lke:<br \/>\n&#8222;Kurz gesagt k\u00f6nnen Sie eine Facebook Werbung nur beurteilen, wenn Sie sie auch auf Facebook (also \u2018in context&#8216;) gezeigt bekommen. Das hat technische und psychologische Ursachen: Einerseits sind die Interaktions- und Abspieleigenschaften der Formate Teil des Erlebens der Werbung: Der YouTube &#8222;Skip&#8220; Button und die automatisch abspielenden Videos im Facebook Newsfeed sind bekannte Beispiele daf\u00fcr; Instagram &#8222;Stories&#8220; und &#8222;Tagged Products&#8220; bieten dagegen v\u00f6llig neuartige Darstellungs- und Interaktionsm\u00f6glichkeiten.&#8220;[\/vc_column_text][vc_empty_space height=&#8220;20 px&#8220;][vc_column_text]Das gesamte Interview k\u00f6nnen Sie <a href=\"https:\/\/www.marktforschung.de\/aktuelles\/interviews\/marktforschung\/der-wichtigste-ad-performance-kennwert-ist-die-audience-retention\/\">hier online nachlesen<\/a>.<\/p>\n<p><a href=\"https:\/\/www.marktforschung.de\/wissen\/webinare\/marktforschung\/in-context-research-eine-plattform-fuer-unterhaltsame-und-datensichere-medienforschung\/\">Anmeldung zum Webinar<\/a>[\/vc_column_text][vc_empty_space height=&#8220;30&#8243;][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;full_width&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column][\/vc_column][\/vc_row][vc_row css_animation=&#8220;&#8220; row_type=&#8220;row&#8220; use_row_as_full_screen_section=&#8220;no&#8220; type=&#8220;full_width&#8220; angled_section=&#8220;no&#8220; text_align=&#8220;left&#8220; background_image_as_pattern=&#8220;without_pattern&#8220;][vc_column][vc_column_text]Am 09.05.2019 um 11:00 pr\u00e4sentiert Andreas Th\u00f6lke (CTO, eye square) eye squares In Context Plattform &#8211; eine insight-starke, authentische und gleichzeitig sichere und panel-freundliche Experimental-Umgebung zur Bestimmung der Touch-Point-Experience. Vorab sind&#8230;<\/p>\n","protected":false},"author":21,"featured_media":28359,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[342,204,1],"tags":[],"class_list":["post-28353","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-342","category-article","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.7.1 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Andreas Th\u00f6lke im Interview mit marktforschung.de<\/title>\n<meta name=\"description\" content=\"Andreas Th\u00f6lke im Interview zu eye squares In Context Experience Research: Self-Service Plattform f\u00fcr unterhaltsame &amp; datensichere Medienforschung.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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