The market research industry thrives not only on data and consumer behavior but is also shaped by influential personalities who drive innovation through their ideas and dedication. The Federal Association of German Market and Social Researchers (BVM), to which our CEO belongs, highlights such individuals through its “Minds in Market Research” campaign. This year, industry professionals had the opportunity to nominate their role models, and we are thrilled that Michael Schießl has been selected to be featured in the BVM Yearbook 2025.

With over 25 years of experience, Michael Schießl has significantly impacted the industry. As a psychologist and a pioneer in implicit market research, he has transformed eye square into a leading institute for exploring digital human experiences. His work uniquely integrates neuroscientific insights, psychological research, and technological advancements into a comprehensive methodological approach. His influence is evident through numerous publications, presentations, and his active involvement in the BVM, where he served as a regional leader and a member of the specialist council.

Our CEO’s mission is to deeply understand consumer behavior, employing both explicit and implicit measurement techniques beyond traditional surveys. Under his leadership, eye square has developed innovative technologies such as the InContext-Sandbox, SEAL Eye Tracking, and advanced emotion measurement tools.

The new Integrated Human Experience Measurement system, introduced by our colleague Roman Burkart at the BVM Congress in June, combines eye tracking on everyday devices with the ability to recognize up to 47 facial expressions, alongside behavioral metrics like clicks, dwell time, and interactions.

This technological advancement allows brands and researchers to conduct user experience testing in a realistic manner-efficiently, at scale, and seamlessly integrated. Our platforms empower companies to respond swiftly to market changes, thereby enhancing their competitive edge.

This year, eye square has been nominated for the BVM Innovation Award, further demonstrating that our holistic research approach, which encompasses perception, emotion, and cognition, is shaping the future.