How does market research operate in real life?

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.

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.

Join this event and register for free!

Interview with Dr. Matthias Rothensee

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.

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.

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.

Additionally, he shares insights on how we tackle the challenge of conducting studies across different countries and even continents!

Gain insights into real-life market research before the webinar begins!

>> Go to the German version at marktforschung.de!

About Dr. Matthias Rothensee

Chief Scientific Officer & Partner
Brand & Media Team, eye square