{"id":63492,"date":"2024-08-16T16:30:52","date_gmt":"2024-08-16T14:30:52","guid":{"rendered":"https:\/\/www.eye-square.com\/en\/?p=63492"},"modified":"2024-08-16T17:02:13","modified_gmt":"2024-08-16T15:02:13","slug":"marktforschung-de-webinar-market-research-in-real-life","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/en\/marktforschung-de-webinar-market-research-in-real-life\/","title":{"rendered":"Webinar on Market Research in Real Life"},"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” z_index=””][vc_column][vc_empty_space height=”30″][vc_single_image image=”63495″ img_size=”large” alignment=”center” onclick=”custom_link” img_link_target=”_blank” css=”” qode_css_animation=”” link=”https:\/\/sh1.sendinblue.com\/3hly4zr829xpfe.html?t=1684139128″][vc_empty_space height=”60″][\/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” z_index=””][vc_column][vc_empty_space height=”30″][vc_column_text css=””]<\/p>\n

How does market research operate in real life?<\/h1>\n

[\/vc_column_text][vc_column_text css=””]Join a webinar that brings 25 years of implicit market research to life! Matthias Rothensee will guide you through exciting flagship projects from our past, illustrating how real perceptions and user behaviors are explored in diverse and complex environments.<\/p>\n

From ethnographic research in everyday settings to cutting-edge VR simulations, discover how implicit methods provide profound insights into consumer needs and experiences. Get inspired and gain valuable perspectives on how to better understand the lifestyles of your target audience.[\/vc_column_text][vc_empty_space height=”30″][\/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” z_index=”” css=”.vc_custom_1723814784624{padding-top: 35px !important;padding-right: 35px !important;padding-bottom: 35px !important;padding-left: 35px !important;background-color: #dfe1f2 !important;border-color: #ffffff !important;}”][vc_column width=”1\/4″][vc_empty_space height=”60″][vc_single_image image=”63496″ img_size=”large” alignment=”center” onclick=”custom_link” img_link_target=”_blank” css=”” qode_css_animation=”” link=”https:\/\/sh1.sendinblue.com\/3hly4zr829xpfe.html?t=1684139128″][vc_empty_space height=”30″][\/vc_column][vc_column width=”3\/4″][vc_empty_space height=”30″][vc_column_text css=””]<\/p>\n

Webinar on<\/span> September 11, 2024, at 2:00 PM Berlin time (30 minutes), Language: German<\/h4>\n

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Smart refrigerators in six countries
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How does real-life Market Research work? <\/span><\/h2>\n

[\/vc_column_text][vc_empty_space height=”15″][vc_column_text css=””]With Dr. Matthias Rothensee[\/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=”center” background_image_as_pattern=”without_pattern” z_index=””][vc_column][vc_empty_space height=”30″][vc_column_text css=””]Join this event and register for free!<\/strong>[\/vc_column_text][vc_empty_space height=”30″]Register now!<\/a>[vc_empty_space height=”30″][\/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” z_index=””][vc_column][vc_empty_space height=”60″][vc_single_image image=”63498″ img_size=”large” alignment=”center” onclick=”custom_link” img_link_target=”_blank” css=”” qode_css_animation=”” link=”https:\/\/sh1.sendinblue.com\/3hly4zr829xpfe.html?t=1684139128″][vc_empty_space height=”60″][vc_column_text css=””]<\/p>\n

Interview with Dr. Matthias Rothensee<\/span><\/h1>\n

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In the context of the “Market Research in Real Life” dossier, marktforschung.de interviewed Dr. Matthias Rothensee about eye-tracking, voice interaction in automotive research, and the challenges of observing people in their natural environments.<\/span><\/h4>\n

[\/vc_column_text][vc_empty_space height=”30″][vc_column_text css=””]In the interview, Dr. Matthias Rothensee discusses the significance of traditional market research methods such as interviews, focus groups, and ethnography, highlighting how these approaches provide deeper insights into people’s experiences in their natural settings.<\/p>\n

He elaborates on eye-tracking, another technique utilized in various forms of “real-life” market research to analyze attention processes, and emphasizes the necessity of behavior-based approaches in research to achieve a comprehensive understanding of human experiences, including unconscious motivators.<\/p>\n

Additionally, he shares insights on how we tackle the challenge of conducting studies across different countries and even continents![\/vc_column_text][vc_empty_space height=”30″][\/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” z_index=””][vc_column][vc_empty_space height=”30″][vc_column_text css=””]Gain insights into real-life market research before the webinar begins!<\/strong>[\/vc_column_text][vc_empty_space height=”30″]Read Interview in English!<\/a>[vc_empty_space height=”30″][vc_column_text css=””]>> Go to the German version at marktforschung.de<\/a>!
\n<\/strong>[\/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” z_index=””][vc_column][vc_empty_space height=”60″][vc_column_text css=””]<\/p>\n

About Dr. Matthias Rothensee<\/span><\/h3>\n

[\/vc_column_text][vc_empty_space height=”30″][\/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_empty_space height=”20px”][vc_single_image image=”61668″ css=”” qode_css_animation=””][vc_empty_space height=”15px”][vc_column_text css=””]Chief Scientific Officer & Partner<\/strong>
\nBrand & Media Team, eye square<\/strong><\/p>\n

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Dr. Matthias Rothensee<\/a> is responsible for method and innovation development at eye square, focusing on the implicit effects of advertising, emotions, and visual perception. He is an expert in media research and multivariate statistics, contributing to the development of eye square’s media benchmarks. His work also involves exploring the role of AI, leading the creation of automated testing platforms (SPARK) and dashboards.<\/div>\n
<\/div>\n
He designed the award-winning Screenforce study “Mapping the Impact” (Real Impact Award 2023), researched global multiscreening behavior for Meta in 2018, and quantified mobile search performance for Google in 2017. Rothensee enhances communication strategies for clients such as Deutsche Telekom, Stepstone, and MediaMarktSaturn.<\/div>\n
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He presents at conferences like dmexco, Horizont, and IIeX, and publishes in journals including the Journal of Consumer Marketing, European Business Review, and Social Science Computer Review.<\/div>\n
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In addition to his role at eye square, he teaches advertising psychology and research methods.<\/div>\n

[\/vc_column_text][vc_empty_space height=”30px”][\/vc_column][\/vc_row][vc_column][\/vc_column]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

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[\/vc_column_text][vc_column_text css=””]Join a webinar that brings 25 years…<\/p>\n","protected":false},"author":21,"featured_media":63494,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7198,203,1],"tags":[],"class_list":["post-63492","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-7198","category-conference","category-news"],"yoast_head":"\n25 years of Human Experience research and psychology<\/title>\n<meta name=\"description\" content=\"eye square was established in Berlin in 1999 and is deeply rooted in academic research in psychology. 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