{"id":67013,"date":"2025-08-11T16:25:01","date_gmt":"2025-08-11T14:25:01","guid":{"rendered":"https:\/\/www.eye-square.com\/en\/?p=67013"},"modified":"2025-08-12T16:56:55","modified_gmt":"2025-08-12T14:56:55","slug":"michael-schiessl-session-planung-und-analyse-insights-2025","status":"publish","type":"post","link":"https:\/\/www.eye-square.com\/en\/michael-schiessl-session-planung-und-analyse-insights-2025\/","title":{"rendered":"Session with Michael Schiessl at the p&#038;a Insights 2025 Frankfurt"},"content":{"rendered":"<div class=\"wpb-content-wrapper\"><p>[vc_column][\/vc_column][vc_column][\/vc_column][vc_column][\/vc_column][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;30&#8243;][vc_single_image image=&#8221;67030&#8243; img_size=&#8221;full&#8221; css=&#8221;&#8221; qode_css_animation=&#8221;&#8221;][\/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; z_index=&#8221;&#8221;][vc_column][vc_empty_space height=&#8221;30&#8243;][vc_empty_space height=&#8221;30&#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; z_index=&#8221;&#8221;][vc_column][vc_column_text css=&#8221;&#8221;]<\/p>\n<h1><b><span data-contrast=\"none\"><strong>HORIZONT Advertising Impact Summit &amp; p&amp;a Insights 2025<\/strong><\/span><\/b><\/h1>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;15px&#8221;][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2><b><span data-contrast=\"none\"><strong>The industry highlight, featuring a synthesis of advertising research and market research<\/strong><\/span><\/b><\/h2>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;15px&#8221;][vc_empty_space height=&#8221;30px&#8221;][\/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; z_index=&#8221;&#8221;][vc_column][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]On September 3-4, 2025, the <a href=\"https:\/\/horizont.dfvcg-events.de\/werbewirkungsgipfel\/\" target=\"_blank\" rel=\"noopener\"><strong>HORIZONT Werbewirkungsgipfel<\/strong><\/a> and <strong><a href=\"https:\/\/horizont.dfvcg-events.de\/insights\/\" target=\"_blank\" rel=\"noopener\">p&amp;a Insights<\/a><\/strong> will turn Frankfurt into the hotspot for <strong>advertising effectiveness<\/strong> and <strong>market research<\/strong>. These two days promise exciting discussions, presentations, and networking opportunities at the Campus Westend of Goethe University.<\/p>\n<p>The countdown is on, and the eye square team is getting ready. Joining the events in Frankfurt will be <strong><a href=\"https:\/\/www.eye-square.com\/en\/michael-schiessl\/\" target=\"_blank\" rel=\"noopener\">Michael Schiessl<\/a> <\/strong>(CEO, eye square), <strong><a href=\"https:\/\/www.eye-square.com\/en\/dr-matthias-rothensee\/\" target=\"_blank\" rel=\"noopener\">Matthias Rothensee<\/a><\/strong> (Chief Scientific Officer, eye square) with his colleague <strong><a href=\"https:\/\/www.eye-square.com\/en\/nuria-sichalla\/\" target=\"_blank\" rel=\"noopener\">Nuria Sichalla<\/a><\/strong> from the <a href=\"https:\/\/www.eye-square.com\/en\/brand-and-media-research\/\" target=\"_blank\" rel=\"noopener\"><strong>Brand &amp; Media Research<\/strong><\/a> team, and <a href=\"https:\/\/www.eye-square.com\/en\/katharina-mueller\/\" target=\"_blank\" rel=\"noopener\"><strong>Katharina M\u00fcller<\/strong><\/a> (Team Lead Communication).[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;][\/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; z_index=&#8221;&#8221;][vc_column][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2><strong>Session: How to use GenAI and predictive AI for advertising impact<br \/>\n<\/strong><\/h2>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]On September 3rd, <strong>Michael Schiessl, CEO of eye square<\/strong>, will deliver a presentation exploring the extent to which predictive AI reflects human attention. He will also examine the performance of GEN AI-supported advertising in testing, and how these elements can be integrated and managed within the framework of sandbox AI and real-world data.<\/p>\n<p>The Sandbox integrates technologies like <a href=\"https:\/\/www.eye-square.com\/en\/in-context-eye-tracking\/\" target=\"_blank\" rel=\"noopener\">SEAL Smartphone Eye Tracking<\/a>, the eye square studio or <a href=\"https:\/\/www.eye-square.com\/en\/in-context-experience-research\/\" target=\"_blank\" rel=\"noopener\">InContext Research <\/a>environment. These tools facilitate the integration of <strong>neuropsychologically<\/strong> grounded <strong>human experience data<\/strong> and <strong>AI<\/strong> into <strong>design and research systems<\/strong>, enabling successful innovations and ensuring genuine success.<\/p>\n<p>Our research system integrates data from:<\/p>\n<ul>\n<li>Perception measurement (System 0)<\/li>\n<li>Emotion measurement (System 1)<\/li>\n<li>Cognition measurement (System 2)<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p>With GenAI in our ecosystem, we not only create content, but also the contexts in which it appears. This allows companies to transition from reactive measures to strategic decisions, transforming them from passive players into proactive market leaders.[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;][\/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; z_index=&#8221;&#8221;][vc_column][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2><strong>Session Details<\/strong><\/h2>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]<strong>Vom Spieler zum Spielleiter<\/strong><br \/>\n<strong>Wie der Sandbox-Ansatz helfen kann, GenAI und Predictive AI souver\u00e4n und erfolgreich anzuwenden<\/strong><\/p>\n<p>Comparative assessments of authentic data versus AI-generated data regarding the attention and impact of advertisements created by generative AI are essential for understanding their effectiveness.<\/p>\n<p>\ud83d\udcc5 September 3, 2025 | 11:25 AM<br \/>\n\ud83d\udccd Campus Westend, Goethe University[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;][\/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; z_index=&#8221;&#8221;][vc_column][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2><strong>Anticipation Builds for the Real Impact Award<\/strong><\/h2>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]We are eager to see if we will win the Real Impact Award. This year, we have submitted two contributions on <strong>advertising effectiveness<\/strong>, showcasing our <strong>innovative approach<\/strong> to <strong>measuring and interpreting ad impac<\/strong>t and delivering practical, actionable results. We are confident that our work will catch the jury\u2019s attention![\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;][\/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;center&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; z_index=&#8221;&#8221; background_color=&#8221;#00000000&#8243;][vc_column css_animation=&#8221;none&#8221;][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]<strong>Grab your ticket now!<\/strong>[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;]<a  itemprop=\"url\" href=\"https:\/\/horizont.dfvcg-events.de\/insights\/\" target=\"_blank\" data-hover-background-color=\"#131631\" data-hover-border-color=\"#131631\" 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;\">p&amp;a Insights<\/a>[vc_empty_space height=&#8221;30px&#8221;][vc_empty_space height=&#8221;30px&#8221;][\/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;center&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; z_index=&#8221;&#8221; background_color=&#8221;#00000000&#8243; css=&#8221;.vc_custom_1754043872951{background-color: #FFFFFF !important;}&#8221;][vc_column][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2 style=\"text-transform: none; text-align: center;\">Learn more about our innovations!<\/h2>\n<p>[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;][\/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;center&#8221; background_image_as_pattern=&#8221;without_pattern&#8221; z_index=&#8221;&#8221; background_color=&#8221;#00000000&#8243; css=&#8221;.vc_custom_1754043785115{background-color: #FFFFFF !important;}&#8221;][vc_column width=&#8221;1\/2&#8243;][vc_empty_space height=&#8221;10px&#8221;][vc_single_image image=&#8221;67081&#8243; img_size=&#8221;150&#215;150&#8243; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; img_link_target=&#8221;_blank&#8221; css=&#8221;&#8221; qode_css_animation=&#8221;&#8221; qode_hover_animation=&#8221;darken&#8221; link=&#8221;https:\/\/www.eye-square.com\/en\/sandbox\/&#8221;][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]Choose your platform and see your ideas in action! Discover the digital experience in controlled and simulated environments, tested by real consumers.[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;]<a  itemprop=\"url\" href=\"https:\/\/www.eye-square.com\/en\/sandbox\/\" target=\"_blank\" data-hover-background-color=\"#131631\" data-hover-border-color=\"#131631\" 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;\">learn more!<\/a>[vc_empty_space height=&#8221;30px&#8221;][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_empty_space height=&#8221;10px&#8221;][vc_single_image image=&#8221;67082&#8243; img_size=&#8221;150&#215;150&#8243; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; img_link_target=&#8221;_blank&#8221; css=&#8221;&#8221; qode_css_animation=&#8221;&#8221; qode_hover_animation=&#8221;darken&#8221; link=&#8221;https:\/\/www.eye-square.com\/en\/in-context-eye-tracking\/&#8221;][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]User-friendly eye tracking. Device-independent, a software- and browser-based solution with no additional hardware costs or app downloads.[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;]<a  itemprop=\"url\" href=\"https:\/\/www.eye-square.com\/en\/in-context-eye-tracking\/\" target=\"_blank\" data-hover-background-color=\"#131631\" data-hover-border-color=\"#131631\" 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;\">learn more!<\/a>[vc_empty_space height=&#8221;30px&#8221;][\/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][vc_empty_space height=&#8221;30px&#8221;][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]<\/p>\n<h2 style=\"text-transform: none;\"><span class=\"headline headline_main\">About Michael Schiessl<\/span><\/h2>\n<p>[\/vc_column_text][\/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; z_index=&#8221;&#8221; css=&#8221;.vc_custom_1729684102984{padding-bottom: px !important;background-color: #FFFFFF !important;}&#8221;][vc_column width=&#8221;1\/4&#8243;][vc_empty_space height=&#8221;30px&#8221;][vc_single_image image=&#8221;64253&#8243; onclick=&#8221;custom_link&#8221; img_link_target=&#8221;_blank&#8221; css=&#8221;&#8221; qode_css_animation=&#8221;&#8221; link=&#8221;https:\/\/www.eye-square.com\/en\/michael-schiessl\/&#8221;]<span class='q_social_icon_holder circle_social' data-color=#131631 data-hover-background-color=#FFFFFF data-hover-color=#007FFF><a itemprop='url' href='linkedin.com\/in\/michael-schie\u00dfl-5054968' target='_self'><span class='fa-stack fa-2x' style='background-color: #FFFFFF;'><i class=\"qode_icon_font_awesome fa fa-linkedin \" style=\"color: #131631;\" ><\/i><\/span><\/a><\/span>[vc_empty_space height=&#8221;5px&#8221;][vc_column_text css=&#8221;&#8221;]<strong>Michael Schiessl<\/strong><br \/>\n<strong>CEO eye square<\/strong>[\/vc_column_text][vc_empty_space height=&#8221;30px&#8221;][\/vc_column][vc_column width=&#8221;3\/4&#8243;][vc_empty_space height=&#8221;30px&#8221;][vc_column_text css=&#8221;&#8221;]<\/p>\n<div class=\"wpb_text_column wpb_content_element \">\n<div class=\"wpb_wrapper\">\n<p style=\"text-align: left;\"><a href=\"https:\/\/www.eye-square.com\/en\/michael-schiessl\/\" target=\"_blank\" rel=\"noopener\">Michael Schiessl<\/a><span data-contrast=\"auto\">\u00a0is a psychologist, media scientist, and founder of eye square. With eye square, he combines science, technology, and art to create successful and sustainable business under digital conditions, at the nexus of AI. At the core of his work is the human experience, based on the psychological systems of perception, feeling, and thinking (Sys0, Sys1, and Sys2), and their measurability and quality in relation to the reality of desire. This encompasses and expands the perspectives of User, Shopper, and Brand Experience research.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">He studied psychology, computer science, and cultural studies in Berlin at Humboldt University and the Technical University, spent time at Yale, and was among the first to introduce implicit research and usability into business practice. His main interests include human attention and large-scale symbols. Alongside his work at eye square, he invests in the field of human experience and, above all, in art.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Michael Schiessl speaks at various conferences and symposia, and is an active member of the BVM (German Association of Market Researchers), the ARF (Advertising Research Foundation, USA), and the BKU (Association of Catholic Entrepreneurs).<\/span><span data-ccp-props=\"{}\">\u00a0<\/span><\/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_column][\/vc_column][vc_column][\/vc_column][vc_column][\/vc_column][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;30&#8243;][vc_single_image image=&#8221;67030&#8243; img_size=&#8221;full&#8221; css=&#8221;&#8221; qode_css_animation=&#8221;&#8221;][\/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; z_index=&#8221;&#8221;][vc_column][vc_empty_space height=&#8221;30&#8243;][vc_empty_space height=&#8221;30&#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; z_index=&#8221;&#8221;][vc_column][vc_column_text css=&#8221;&#8221;] HORIZONT Advertising Impact Summit &amp; p&amp;a Insights 2025 [\/vc_column_text][vc_empty_space height=&#8221;15px&#8221;][vc_column_text css=&#8221;&#8221;] The industry&#8230;<\/p>\n","protected":false},"author":21,"featured_media":67031,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7204,204,203,1],"tags":[],"class_list":["post-67013","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-7204","category-article","category-conference","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>Talk on innovative market research tools, predictive AI and Gen AI<\/title>\n<meta name=\"description\" content=\"Join our session at the p&amp;a Insights 2025 focused on Gen AI, predictive AI, innovative market research tools and its impact on advertising.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.eye-square.com\/en\/michael-schiessl-session-planung-und-analyse-insights-2025\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Session with Michael Schiessl at the p&amp;a Insights 2025 Frankfurt\" \/>\n<meta property=\"og:description\" content=\"Join our session at the p&amp;a Insights 2025 focused on Gen AI, predictive AI, innovative market research tools and its impact on advertising.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.eye-square.com\/en\/michael-schiessl-session-planung-und-analyse-insights-2025\/\" \/>\n<meta property=\"og:site_name\" content=\"eye square\" \/>\n<meta property=\"article:published_time\" content=\"2025-08-11T14:25:01+00:00\" \/>\n<meta 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