{"id":55629,"date":"2023-04-13T13:12:34","date_gmt":"2023-04-13T12:12:34","guid":{"rendered":"https:\/\/www.eye-square.com\/en\/?p=55629"},"modified":"2023-04-13T14:21:58","modified_gmt":"2023-04-13T13:21:58","slug":"realeyes-attention-leader-series-matthias-rothensee-on-the-complexity-of-attention","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/en\/realeyes-attention-leader-series-matthias-rothensee-on-the-complexity-of-attention\/","title":{"rendered":"Realeyes Attention Leader Series | Matthias Rothensee on the Complexity of Attention"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_empty_space height=&#8221;20&#8243;][vc_single_image image=&#8221;55646&#8243; img_size=&#8221;large&#8221; onclick=&#8221;custom_link&#8221; img_link_target=&#8221;_blank&#8221; qode_css_animation=&#8221;&#8221; link=&#8221;https:\/\/blog.realeyesit.com\/attention-a-complex-phenomenon-whose-time-is-now&#8221;][vc_empty_space height=&#8221;20&#8243;][vc_empty_space height=&#8221;30&#8243;][vc_column_text]<\/p>\n<h3 style=\"text-transform: none;text-align: left\">Attention- A complex phenomenon in market research<\/h3>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;15&#8243;][vc_column_text]<\/p>\n<h4 style=\"text-transform: none;text-align: left\">For what reasons attention is having it&#8217;s big moment now and how to measure it<\/h4>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30&#8243;][vc_column_text]<\/p>\n<p style=\"text-align: left\">In March 2023, Keith O&#8217;Brian of Realeyes invited Brand and Media specialist <a href=\"https:\/\/www.eye-square.com\/en\/dr-matthias-rothensee\/\" target=\"_blank\" rel=\"noopener\">Matthias Rothensee<\/a> for an interview for his Attention Leader Series. The Realeyes company is a leader in advertising testing and uses AI to measure audience attention and engagement.<\/p>\n<p style=\"text-align: left\">In the conversation, Matthias Rothensee uses a psychologist&#8217;s perspective to explain his unique perspective on measuring attention and the concept of attention as a nonlinear process. This observation requires a lot of expertise and benchmarks when it comes to interpreting attention data. With the technology and ability to track improving, Matthias believes, attention is entering a new stage.<\/p>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;40&#8243;][vc_video link=&#8221;https:\/\/youtu.be\/2LA5je0teq4&#8243;][vc_empty_space height=&#8221;40&#8243;][vc_column_text]<span class=\"yt-core-attributed-string yt-core-attributed-string--white-space-pre-wrap\" role=\"text\">He spoke with Realeyes about the complexity of a<\/span>ttention because of its non-linearity, and why eye square as a market research company gives a lot of thought to the aspect of meaningful attention.<\/p>\n<p>Which potential patterns are therefore important from a psychological point of view? What are the moments of attention that can help shape a higher order, such as cognitive evaluations, emotions, preferences that are significant to brands? In contrast, there are moments when attention is very brief or superficial.<\/p>\n<p><span id=\"hs_cos_wrapper_post_body\" class=\"hs_cos_wrapper hs_cos_wrapper_meta_field hs_cos_wrapper_type_rich_text\" data-hs-cos-general-type=\"meta_field\" data-hs-cos-type=\"rich_text\">Matthias Rothensee also addresses the difficult question of whether it is preferable to measure attention related to creation and attention related to the environment in which it takes place separately or not.<\/span><\/p>\n<p>Read the full interview at <a href=\"https:\/\/blog.realeyesit.com\/attention-a-complex-phenomenon-whose-time-is-now?utm_content=242247841&amp;utm_medium=social&amp;utm_source=twitter&amp;hss_channel=tw-1707220670\" target=\"_blank\" rel=\"noopener\">Realeyes<\/a>.[\/vc_column_text][vc_empty_space height=&#8221;40&#8243;]<a  itemprop=\"url\" href=\"https:\/\/blog.realeyesit.com\/attention-a-complex-phenomenon-whose-time-is-now?utm_content=242247841&#038;utm_medium=social&#038;utm_source=twitter&#038;hss_channel=tw-1707220670\" target=\"_blank\" data-hover-background-color=\"#007fff\" data-hover-border-color=\"#ffffff\" data-hover-color=\"#ffffff\" class=\"qbutton  default\" style=\"color: #ffffff; border-color: #007fff; margin: 5px 5px 5px 5px; border-radius: 25px;-moz-border-radius: 25px;-webkit-border-radius: 25px; background-color:#007fff;\">Read Article!<\/a>[vc_empty_space height=&#8221;80&#8243;][vc_column_text]<\/p>\n<h3 style=\"text-transform: none;text-align: left\">About Matthias Rothensee<\/h3>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;40&#8243;][\/vc_column][\/vc_row][vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;19722&#8243; qode_css_animation=&#8221;&#8221;][vc_empty_space height=&#8221;20&#8243;][vc_column_text]<\/p>\n<h4><strong>Contact<\/strong><\/h4>\n<p>[\/vc_column_text]<span class='q_social_icon_holder circle_social' data-color=#131631 data-hover-background-color=#ffffff data-hover-color=#007fff><a itemprop='url' href='https:\/\/www.linkedin.com\/in\/matthias-rothensee\/?originalSubdomain=de' target='_blank'><span class='fa-stack fa-3x' style='background-color: #ffffff;'><i class=\"qode_icon_font_awesome fa fa-linkedin \" style=\"color: #131631;\" ><\/i><\/span><\/a><\/span>[vc_column_text]<\/p>\n<p style=\"text-align: left\"><strong>Matthias Rothensee<br \/>\n<\/strong><\/p>\n<p>Email:<a href=\"https:\/\/www.eye-square.com\/de\/jeff-ephraim-bander\/\" target=\"_blank\" rel=\"noopener\"> rothensee@eye-square.com<\/a>[\/vc_column_text][vc_empty_space height=&#8221;20&#8243;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_column_text]<\/p>\n<p style=\"text-align: left\"><a href=\"https:\/\/www.eye-square.com\/en\/dr-matthias-rothensee\/\" target=\"_blank\" rel=\"noopener\">Dr. Matthias Rothensee<\/a> is responsible for method and innovation development at eye square. In his research, he is specialized in the implicit effects of marketing, emotions, and visual perception. Also an expert in multivariate statistics, he develops eye square\u2019s media benchmarks.<\/p>\n<div class=\"wpb_text_column wpb_content_element \">\n<div class=\"wpb_wrapper\">\n<p style=\"text-align: left\">Matthias is a well-known lecturer at conferences such as, dmexco, Esomar Interact, Horizont and IIeX, and regularly publishes in trade journals such as the Journal of Consumer Marketing, European Business Review, and Social Science Computer Review. You can meet him as a guest lecturer on advertising psychology and research methods at various universities.<\/p>\n<\/div>\n<\/div>\n<div class=\"vc_empty_space\"><\/div>\n<p>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>[vc_row css_animation=&#8221;&#8221; row_type=&#8221;row&#8221; use_row_as_full_screen_section=&#8221;no&#8221; type=&#8221;full_width&#8221; angled_section=&#8221;no&#8221; text_align=&#8221;left&#8221; background_image_as_pattern=&#8221;without_pattern&#8221;][vc_column][vc_empty_space height=&#8221;20&#8243;][vc_single_image image=&#8221;55646&#8243; img_size=&#8221;large&#8221; onclick=&#8221;custom_link&#8221; img_link_target=&#8221;_blank&#8221; qode_css_animation=&#8221;&#8221; link=&#8221;https:\/\/blog.realeyesit.com\/attention-a-complex-phenomenon-whose-time-is-now&#8221;][vc_empty_space height=&#8221;20&#8243;][vc_empty_space height=&#8221;30&#8243;][vc_column_text] Attention- A complex phenomenon in market research [\/vc_column_text][vc_empty_space height=&#8221;15&#8243;][vc_column_text] For what reasons attention is having it&#8217;s big moment now and how to measure it [\/vc_column_text][vc_empty_space height=&#8221;30&#8243;][vc_column_text] In March&#8230;<\/p>\n","protected":false},"author":21,"featured_media":55657,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7195,204,1],"tags":[],"class_list":["post-55629","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-7195","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>Matthias Rothensee<\/title>\n<meta name=\"description\" content=\"Realeyes Attention Leader series invited Matthias Rothensee. 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The psychologist gives a unique perspective on attention measurement.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.eye-square.com\/en\/realeyes-attention-leader-series-matthias-rothensee-on-the-complexity-of-attention\/\" \/>\n<meta property=\"og:site_name\" content=\"eye square\" \/>\n<meta property=\"article:published_time\" content=\"2023-04-13T12:12:34+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-04-13T13:21:58+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.eye-square.com\/en\/wp-content\/uploads\/sites\/4\/2023\/04\/Attention_Leaders_Matthias_Rothensee_eye_square-600-\u00d7-600-px-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Astrid Aumayer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@aumayer\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Astrid Aumayer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/realeyes-attention-leader-series-matthias-rothensee-on-the-complexity-of-attention\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/realeyes-attention-leader-series-matthias-rothensee-on-the-complexity-of-attention\\\/\"},\"author\":{\"name\":\"Astrid Aumayer\",\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/#\\\/schema\\\/person\\\/8645b8d1c90cac1c574996187454732d\"},\"headline\":\"Realeyes Attention Leader Series | Matthias Rothensee on the Complexity of Attention\",\"datePublished\":\"2023-04-13T12:12:34+00:00\",\"dateModified\":\"2023-04-13T13:21:58+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/realeyes-attention-leader-series-matthias-rothensee-on-the-complexity-of-attention\\\/\"},\"wordCount\":661,\"publisher\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/realeyes-attention-leader-series-matthias-rothensee-on-the-complexity-of-attention\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2023\\\/04\\\/Attention_Leaders_Matthias_Rothensee_eye_square-600-\u00d7-600-px-1.png\",\"articleSection\":[\"2023\",\"Article\",\"News\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/realeyes-attention-leader-series-matthias-rothensee-on-the-complexity-of-attention\\\/\",\"url\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/realeyes-attention-leader-series-matthias-rothensee-on-the-complexity-of-attention\\\/\",\"name\":\"Matthias Rothensee\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/realeyes-attention-leader-series-matthias-rothensee-on-the-complexity-of-attention\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/realeyes-attention-leader-series-matthias-rothensee-on-the-complexity-of-attention\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.eye-square.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2023\\\/04\\\/Attention_Leaders_Matthias_Rothensee_eye_square-600-\u00d7-600-px-1.png\",\"datePublished\":\"2023-04-13T12:12:34+00:00\",\"dateModified\":\"2023-04-13T13:21:58+00:00\",\"description\":\"Realeyes Attention Leader series invited Matthias Rothensee. 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