{"id":43606,"date":"2023-04-13T15:10:00","date_gmt":"2023-04-13T13:10:00","guid":{"rendered":"https:\/\/www.eye-square.com\/de\/?p=43606"},"modified":"2023-04-13T15:17:02","modified_gmt":"2023-04-13T13:17:02","slug":"realeyes-attention-leader-series-matthias-rothensee-ueber-die-komplexitaet-von-aufmerksamkeit","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/de\/realeyes-attention-leader-series-matthias-rothensee-ueber-die-komplexitaet-von-aufmerksamkeit\/","title":{"rendered":"Realeyes Attention Leader Series | Matthias Rothensee \u00fcber die Komplexit\u00e4t der Aufmerksamkeit"},"content":{"rendered":"

[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=“20″][vc_single_image image=“43608″ img_size=“large“ onclick=“custom_link“ img_link_target=“_blank“ qode_css_animation=““ link=“https:\/\/blog.realeyesit.com\/attention-a-complex-phenomenon-whose-time-is-now“][vc_empty_space height=“20″][vc_empty_space height=“30″][vc_column_text]<\/p>\n

Attention-Ein komplexes Ph\u00e4nomen in der Marktforschung<\/h3>\n

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Warum Aufmerksamkeit gerade jetzt ihren gro\u00dfen Auftritt hat und wie man sie messen kann<\/h4>\n

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Im M\u00e4rz 2023 lud Keith O’Brian von Realeyes den Marken- und Medienspezialisten Matthias Rothensee zu einem Interview f\u00fcr seine Attention Leader Series ein. Das Unternehmen Realeyes ist f\u00fchrend im Bereich von Werbetests und nutzt KI, um die Aufmerksamkeit und das Engagement des Publikums zu messen.<\/p>\n

Im Gespr\u00e4ch erl\u00e4utert Matthias Rothensee aus der Perspektive eines Psychologen seine besondere Sichtweise auf die Messung von Aufmerksamkeit und warum er das Konzept der Aufmerksamkeit als nichtlinearen Prozess versteht. Diese Beobachtung erfordert viel Fachwissen und Benchmarks, wenn es um die professionelle Interpretation von Aufmerksamkeitsdaten geht. Mit der fortgeschrittenen Entwicklung von Research-Technologien und des Datentrackings, sieht Matthias Rothensee das Thema Aufmerksamkeit am Beginn einer goldenen \u00c4ra.<\/p>\n

[\/vc_column_text][vc_empty_space height=“40″][vc_video link=“https:\/\/youtu.be\/2LA5je0teq4″][vc_empty_space height=“40″][vc_column_text]Mit Realeyes sprach er \u00fcber die Komplexit\u00e4t des Themas Aufmerksamkeit wegen ihrer Nicht-Linearit\u00e4t und warum eye square als Marktforschungsunternehmen sich viele Gedanken \u00fcber den Aspekt von sinnvoller Aufmerksamkeit macht.<\/p>\n

Welche potenziellen Muster sind also aus psychologischer Sicht wichtig? Wie definiert man \u00fcberhaupt Momente der Aufmerksamkeit, die eine h\u00f6here Ordnung mitgestalten k\u00f6nnen, wie kognitive Bewertungen, Emotionen und Pr\u00e4ferenzen, die f\u00fcr Marken von Bedeutung sind? Im Gegensatz dazu gibt es aber auch Momente, in denen die Aufmerksamkeit sehr kurz oder oberfl\u00e4chlich ist.<\/p>\n

Matthias Rothensee geht auch auf die schwierige Frage ein, ob es besser ist, die Aufmerksamkeit in Bezug auf die Kreation und die Aufmerksamkeit in Bezug auf das Umfeld, in dem sie stattfindet, getrennt zu messen oder eher nicht.<\/p>\n

 <\/p>\n

Lesen Sie das vollst\u00e4ndige Interview in Englisch in dem Blog von Realeyes<\/a>.[\/vc_column_text][vc_empty_space height=“40″]Artikel lesen!<\/a>[vc_empty_space height=“80″][vc_column_text]<\/p>\n

\u00dcber Matthias Rothensee<\/h3>\n

[\/vc_column_text][vc_empty_space height=“40″][\/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 width=“1\/2″][vc_single_image image=“19722″ qode_css_animation=““][vc_empty_space height=“20″][vc_column_text]<\/p>\n

Kontakt<\/strong><\/h4>\n

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rothensee@eye-square.com<\/a>[\/vc_column_text][vc_empty_space height=“20″][\/vc_column][vc_column width=“1\/2″][vc_column_text]Dr. Matthias Rothensee<\/a> ist bei eye square f\u00fcr die Methoden- und Innovationsentwicklung zust\u00e4ndig. In seiner Forschung hat er sich auf die implizite Wirkung von Marketing, Emotionen und visueller Wahrnehmung spezialisiert. Als Experte f\u00fcr multivariate Statistik arbeitet er au\u00dferdem an der Entwicklung der eye square Medienbenchmarks.<\/p>\n

Matthias ist ein bekannter Referent auf Konferenzen wie der dmexco, Esomar Interact, Horizont und IIeX und publiziert regelm\u00e4\u00dfig in Fachzeitschriften wie dem Journal of Consumer Marketing, European Business Review und Social Science Computer Review. Sie k\u00f6nnen ihn auch als Gastdozent f\u00fcr Werbepsychologie und Forschungsmethoden an verschiedenen Universit\u00e4ten treffen.[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[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=“20″][vc_single_image image=“43608″ img_size=“large“ onclick=“custom_link“ img_link_target=“_blank“ qode_css_animation=““ link=“https:\/\/blog.realeyesit.com\/attention-a-complex-phenomenon-whose-time-is-now“][vc_empty_space height=“20″][vc_empty_space height=“30″][vc_column_text] Attention-Ein komplexes Ph\u00e4nomen in der Marktforschung [\/vc_column_text][vc_empty_space height=“15″][vc_column_text] Warum Aufmerksamkeit gerade jetzt ihren gro\u00dfen Auftritt hat und wie man sie messen kann [\/vc_column_text][vc_empty_space height=“30″][vc_column_text] Im M\u00e4rz 2023 lud…<\/p>\n","protected":false},"author":21,"featured_media":43607,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7823,204,1],"tags":[],"class_list":["post-43606","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-7823","category-article","category-news"],"yoast_head":"\nMatthias Rothensee<\/title>\n<meta name=\"description\" content=\"Die Realeyes Attention Leader Series hat Matthias Rothensee eingeladen. 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