Workshop-Programme 2019

In 112 workshops - eight at a time - exhibitors will present their research offers and topics like: Artificial Intelligence | Big Data & Analytics | Agile Research | Communities | Implicit Approaches | Customer Satisfaction | Brand Management | Best Practices | Industries and Target Groups | Qual Research

Admission is free of charge for industry visitors. A special registration is not required. For a quick overview on topics, timing and location of the workshops please download the timetable (on the right). Here you can find downloadable presentations from Research & Result 2018.

For details (description, presentators) use the list in alphabetical order below and click on the title.

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WORKSHOP TIMETABLE 2019

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Language

All workshops in room 1 and room 2 will be interpreted simultaneously into English. In addition to that, 20 workshops in other rooms will be presented in English (indicated in timetable). Regarding the workshops presented in German, English speaking personnel at the stand of the presenting company will be glad to assist you anytime.


Language of presentation: English
Exploiting Implicit Motivations to hack the purchase process is no science-fiction plot! It’s already boosting sales for some of the world’s biggest brands. The BEYOND REASON model reveals, with unprecedented precision, what motivates & demotivates purchase decisions & how the human brain evaluates brand communications. This model accurately solves the most common marketing challenges: awareness, preference, recruitment, loyalty & customer satisfaction. Join us and don’t get left behind.
Presented by: Olivier Tjon - Founder; Nathan Axford - Founder
Exhibitor info
Language of presentation: German
In 2017, we ran a study across 10 markets to understand how brands and agencies were measuring digital advertising campaigns. Interestingly, the results revealed that measurement was a major concern to marketers and that only 25% of ads reach the right audience. In an industry that experiences such rapid change, we have re-run the study 2 years on to find out what has changed. Join us to find out and gain actionable insights on how to optimise your campaigns for best performance.
Presented by: Jan Laufhuette - Director, Sales
Exhibitor info
Language of presentation: German
Today, customer portals are an indispensable touchpoint: many insurance companies as well as electricity and telecommunications providers rely on digital customer loyalty. However, the initial situation is ambivalent: while the provider sees the customer portal as a medium for building trust, loyalty and securing the long-term success of the company, the actual use of the customer looks different. We give useful tips for the design of an ideal customer portal.
Presented by: Carina de López - Unit Lead User Experience
Exhibitor info
Language of presentation: German
Sarah Lee Schwartz presents the results of multiple media usage studies. She presents new methods for measuring the advertising efficiency of social media channels and explains how dynamic and static social media creatives can be designed as successfully as possible.
Presented by: Sarah Lee Schwartz - Senior Research Consultant
Exhibitor info
Language of presentation: German
Promotion campaigns are an effective instrument to quickly increase sales and market penetration. But which promotional frequency will have the optimal effect? Static market simulations provide no answer to this question. Harris Interactive has therefore developed a conjoint-based tool that dynamically simulates the effect of promotional activities. This dynamic forecasting allows the optimisation of promotion strategies using one of the most powerful tools in market research for the first time.
Presented by: Kerstin Jahnke - Research Consultant at Harris Interactive; Frank Drewes - Director Marketing Science at Harris Interactive
Exhibitor info
Language of presentation: German
Digitization changes everything, or does it? Companies dedicate a lot of energy to digitizing processes, services and customer communication. When everything is digital however, the analogue gets special again. „Always on“ turns into „mixed mode“ and a longing for real-life experiences. What will the new analogue look like and what do customers want? There are many opinions, but hardly any sound findings. We will demonstrate all novelties of the new analogue for your business.
Presented by: Karsten John - Managing Director
Exhibitor info
Language of presentation: German
Modern customer experience programs are impossible without comprehensive technology built into them. The combination of different platforms opens up completely new possibilities to generate insights. But without sustainable impact, all of these technology investments will end up nowhere. Using practical examples, we describe typical areas of tension and pragmatic solutions to make CX programs successful.
Presented by: Dr. Peter Pirner - Domain Lead Customer Experience
Exhibitor info
Language of presentation: German
Decisions about campaign durations, media channels and campaign messages need to be made faster and under growing uncertainty. At the same time, more and more data is available. However, these data are often not interlinked and therefore difficult to use for quick decisions. Kantar`s holistic branding approach provides the ability to systematically link multiple data and make faster and better decisions through AI.
Presented by: Dr. Peter Ludwig - Domain Lead Brand & Brand Guidance; Dr. Markus Eberl - Domain Lead Analytics Practice
Exhibitor info
Language of presentation: German
BrandZ 2019 proves again: Brands who follow a purpose, who look for relevant differentiation and care for salience create more impact. But how do you get there? To create a brand positioning which meets these points is hard work and does not happen by chance. We show, based on examples, how we distill true insights through our holistic approach, how we develop distinct positioning routes from there and make sure, agencies are inspired and guided into the right direction.
Presented by: Nadja Hilse - Senior Specialist Cultural Insight & Activation; Joachim Odendahl - Senior Consultant
Exhibitor info
Language of presentation: German
Today`s marketing needs valide information faster and faster – if it is about getting access to existing data, the organisation of short surveys or the decision, which commercial draft should go on air or which product concept should be further developed. Marketplace brings together agile solutions, either as a do it yourself platform or supported through consultancy by our experts.
Presented by: Shanine Chaudhry - Client Director & Domain Lead Creative; Thomas Deneke - Client Director
Exhibitor info
Language of presentation: German
Sustainability and environmental orientation are no longer USPs. They are a must have for any company that needs to be credibly communicated to stakeholders. Using the example of e-mobility, we show how to develop a promising content strategy for companies based on freely accessible online data. Is it possible to penetrate the customer on such a global issue? #automotive #energy #e-mobility #ionlineresearch
Presented by: Dr. Oliver Kohl - General Manager; Andreas Minarski - Head of Social Media Research
Exhibitor info
Language of presentation: German
Advertising is not an end in itself, but pursues the goal of reaching the consumers' awareness, memorizing the brand and convincing consumers of buying the product. This is not always the case, as the advertisers hoped. And it doesn’t matter if the advertisement runs on TV, Out-of-Home or Youtube – there is always the risk of failure. Steffen Egner and Joachim Netz use the latest case studies to show how market research helps advertisement get the impact it needs.
Presented by: Steffen Egner - Founder and CEO; Joachim Netz - Director Research & Key Accounting
Exhibitor info
Language of presentation: German
Goes right into your ears, stays in your head: audio campaigns work. However, the perfect radio commercial is often not created at the first shot. The audio marketer RMS and MediaAnalyzer have developed a research tool that reveals the quality of radio commercials which is crucial for improvement. Using the example of two radio commercials from RMS client Shell, Philipp Schulte and Steffen Egner show how the findings from the target group significantly increased the effect of the spots.
Presented by: Steffen Egner - Founder and CEO; Philipp Schulte - Director Advertising & Market Research, RMS Radio Marketing Service GmbH & Co. KG
Exhibitor info
Language of presentation: English
Optimising product messages, key visuals, concepts with specific language or sensorial cues help consumers create mental imagery that brings product experience to life. We will explain the underlying phenomenon of psychological distance and how to employ the theory in brand communication. It refers to how far away people think an object or an event is. Applied in communication, reducing the distance creates a match between the consumers' desire and the brand offer, triggering short term actions.
Presented by: Marina Georgieva - Senior Analyst
Exhibitor info
Language of presentation: German
In order to achieve the highest possible conversion in eCom or even mCom (mobile commerce), shoppers must be able to quickly and easily identify the key information of a product. By using SKIM's online retailer replication platform, we helped Constellation Brands optimize their mobile product images. Notably, only 2 months later Constellation Brands is already seeing success at retail with these images, with others in the alcohol industry also starting to adopt this standard.
Presented by: Julia Görnandt - Director SKIM Germany
Exhibitor info
Language of presentation: German
Kindoh, a manufacturer of premium diapers & pants, launched its products in Germany in 2019. Prior to the launch, SKOPOS conducted an in-home use test through a community to capture customers’ feedback. We will show you how agile methods lead to a constructive exchange with end customers and also introduce you to a courageous brand that entered the already saturated diaper market and achieve excellent results - even compared to the big players!
Presented by: Luisa Prinz - Productmanager Kindoh; Anja Kreutzer - Senior Research Manager SKOPOS RESEARCH
Exhibitor info
Language of presentation: English
Do you find yourself road-blocked trying to make important decisions? Are you frustrated trying to keep up with rapidly changing trends and competitors? In this session, PepsiCo will show how they have combated these challenges by launching a systematic market research approach to get closer to their consumers and to empower the right go to market decisions quickly.
Presented by: Sioned Winfield - Marketing Director, Insights Digitization Platform, PepsiCo; Ryan Barry - Chief Revenue Officer, Zappi
Exhibitor info

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