Die Welt zwischen On- und Offline
Dr. Nikolai Reynolds, Ipsos Marketing, Deutschland
The New Faces of Gaming
If I ask you to picture a gamer, what do you see? Most people will imagine a man, in his 20s, using a games console or computer. It’s fair to say that the image exists for a reason – this ‘classic’ gaming demographic group is still a key chunk of the market and shows no sign of losing interest in the medium. However, gaming in 2016 is broad and complex; a ‘typical’ gamer may not exist.
Ipsos Encyclopedia - Usage & Attitude Surveys (U&A)
Definition: A usage and attitude (U&A) study involves research which aims to 'understand a market' and identify growth opportunities by answering questions on whom to target, with what and how. This fundamental type of study is useful for identifying the linkages among usage behaviours and opinions.
Ipsos Encyclopedia - System1/System2
Definition: System 1 and System 2 refer to dual process theory (DPT) a class of general theories of higher cognitive processing such as reasoning. There have been 12 different theories of DPT over the past 40 or so years and the distinction between different types of thinking has been around for well over 150 years. DPT is structured around the idea of two 'systems' (1 and 2) and proposes that two forms of processing contribute to decision-making and observed behaviour:
Ipsos Encyclopedia - Sensory Evaluation
Definition: In the market research world, the expression sensory testing is frequently misused to describe a product test where consumers are evaluating a product against sensory attributes. In other words a normal taste test, also called a product test. However in the scientific world, a sensory test is different from a consumer acceptance test. A better expression to use is Sensory Evaluation.