Author Archive
Eyetracking
Posted by Simone Militzer on June 23rd, 2008 at 11:25am
Eyetracking is an established method for the identification of advertising effectiveness. With eyetracking you can register eye movement and visual attention from test persons.
It is used in the market research area e.g. to investigate and analyse advertising campaigns, the usability of web pages or product pages. Continue reading…
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Mystery Shopping
Posted by Simone Militzer on January 15th, 2008 at 4:19pm
Mystery Shopping [also Cryptic Checks] came originally from the USA. It is a controlling instrument for improvement of customer loyalty. Mystery Shopping is a special approach to test undercover service quality or customer service. These tests are conducted by specially trained people who pose as customers. These interviewers get a special education.
Continue reading…
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CAMI
Posted by Simone Militzer on October 8th, 2007 at 1:23pm
A new trend in the market research branch to collect data is CAMI. CAMI means Computer Assited Mobile Interviewing and is one modern method of mobile data collection which uses cellular phone network and the internet technology. The respondent receives answers directly at his mobile end device. It is also known as Palmtop-assisted self-interviewing [PASI].
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Morphological Market Research
Posted by Simone Militzer on June 7th, 2007 at 11:01am
Do you know Okapi? An Okapi is an animal who lives in Kongo, Africa. It looks on the one side like a giraffe and on the other side like a zebra. You can look at the Okapi from different standpoints.
One research technique which considers different standpoints is Morphological Market Research. It is a qualitative-psychological approach, which was established in Cologne, Germany about 20 years ago.
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Oldies but goldies
Posted by Simone Militzer on November 1st, 2006 at 8:00pm
Recently there has been a massive change of direction in the German advertising industry that should be observed. A new target group called the Best Agers have experienced a notable change of image. This group is also known as the Generation 50 Plus. Other terms of reference include Silver Ager; Golden Oldies; or Midager. All terms alike, Best Agers are people aged 50 years and over. Formerly a rarely observed target group, German marketers now experience a Best Ager Hype. But why is there such hype? Continue reading…
Posted in Insight