Live-Presentation

Oct 20, 2022 | 10:50 to 11:20 CET
Room C 112

Faster, higher, further – News from the TikTok advertising cosmos: Branding or performance what do the TikTok users want

Stefan Schönherr answers the question: What is the recipe for success for the vertical video format? The new Media Perception Analysis compares perception and processing patterns of different video creations on TikTok, Instagram & YouTube – the advertising environment of today. Although it may seem that the success of ads on these platforms is based on chance, successful social media advertising is the result of good creation. Based on the results of eye square’s new, comprehensive social media advertising study, you will learn strong media analysis insights in the presentation by Stefan Shönherr – brand and media expert at eye square: How long are video ads viewed on TikTok, Instagram, and YouTube? What does successful advertising creation on smartphones look like? What are the winners of our study doing right?

Live-Presentation

Oct 20, 2022 12:30 to 13:00 CET
Room C115

In this basic study on the communicative performance of advertising, Johanna Teichmann and Stefan Schönherr present how the mental availability of brands affects consumers’ purchasing decisions. The performance of media as an advertising medium is increasingly evaluated in terms of short-term sales effects and performance metrics. However, TV advertising has an effect on both sides of the sales funnel, i.e. both immediately and in the long term.

Quick-Presentation

Oct 20, 2022 | 14:20 to 14:35 CET
Open Stage Messehalle

Improving predictive models: applied neuroscience and statistical marketing mix modeling

In-depth-Workshop

Oct 20, 2022 | 14:30 to 15:15 CET
Room D108

Oct 20, 2022 | 15:40 to 16:25 CET
Room D108

MindDoc: How the user experience of a mental health app can be optimized with UX

Carina de Lopez and Dr. Julia Nitschke will talk about UX Research Methods and Challenges. Discussion of UX method landscape with exemplary research case based on multi-method are demonstrated in this UX research project.

Quick-Presentation

Oct 21, 2022 | 10:00 to 10:15 CET
Open Stage Messehalle

Philipp Reiter and Carina de Lopez will talk about how eye square is an internationally active market research institute with a focus on psychological methods. We have been one of the innovation leaders in implicit research for 23 years. Our methods give an in-depth qualitative and quantitative understanding of what people experience and what drives them. We call this approach Experience Research. As an interdisciplinary team, we dedicate ourselves to this mission with enthusiasm, curiosity and clear action orientation. Implicit methods are a central key to understanding experience holistically.

In-depth-Workshop

Oct 21, 2022 | 10:40 to 11:25 CET
Room D108

Oct 21, 2022 | 11:50 to 12:35 CET
Room D108

Philipp Reiter will talk about how the synergy of smartphone eye-tracking and in-context research environments enables researchers to combine fast quantitative testing and in-depth answers. The standardized experimental approach from eye square provides the ideal setting for large-scale eye-tracking research. This allows for identifying the drivers of success for a product or creation. Key take aways: How researchers capture real-world user behavior on devices that are used the most. How eye-tracking can be brought to the next level with the right research environments. How quantitative research and eye-tracking can be combined to provide fast results.

Live-Presentation

Oct 21, 2022 | 13:30 to 14:00 CET
Room D111

How the machine fools us – Human experience in the market research universe

Michael Schiessl will give answers to the question: What can the machine already do today, why is it fooling us and what is really going on? – Machine or empirical prediction of attention Human Experience (HX) is the interaction of humans and machines. The perception of images, language + space are subject to change due to technological advances. The apparent merging of the real with the fiction is a challenge for the MaFo universe. The latest developments in the virtual world will be shown, e.g. in social commerce communication, encounters in the metaverse and the influence on human attention.