Forschungstagebücher haben in der qualitativpsychologischen Marktforschung enorm an Bedeutung gewonnen. Sie bieten vielfältige Möglichkeiten, den Bedürfnissen der Konsumenten auf den Grund zu gehen. Welche Methode die effektivste ist, ob analog, digital oder mobil per App, untersuchten Georgianna Wunner und Kay Koschel von Ipsos.
Körperanalyse per Smartphone, virtuelle Trainer in der Fitness-App und der Ernährungsberater für die Tasche - Gesundheitsapps stoßen in der deutschen Bevölkerung auf immer mehr Interesse. Laut einer repräsentativen Ipsos-Studie mit der Beruflichen Medienschule Hamburg-Wandsbek verwendet mittlerweile jeder Sechste die Apps (16%) und jeder Dritte ist an ihnen interessiert (34%) und kann sich eine Nutzung vorstellen. Allerdings lehnen auch 42 Prozent der 1.000 Befragten zwischen 16 und 70 Jahren die Nutzung solcher Apps komplett ab.
WHICH SECTORS HAVE THE BIGGEST APPEAL FOR CONSUMERS?
MEASURE THE METRICS THAT MATTER
Definition: At the very heart of qualitative research, projective and enabling techniques bring alive the power of the craft through fun games and exercises. These techniques are used to get beyond respondents' rational responses and unlock the emotional. They allow moderators to inject new energy into a research session, adjust its mood and tone in a way that makes sense to respondents.
Definition: Neuromarketing draws upon the latest understanding of Neuroscience and Behavioural Science in terms of how the brain works and how emotions act as unconscious drivers to help marketers understand human motivation, evaluate response to marketing stimuli and enhance understanding of how consumers can be expected to behave.
Definition: NPS originally stood for Net Promoter Score, but now means Net Promoter System. Net Promoter Scores are calculated using the answer to a single question, using a 0-10 scale: "How likely is it that you would recommend [brand] to a friend or colleague?" This is known the Net Promoter Score question or the recommend question.
Definition: Mobile Market Research refers to market research in which the participants take part and answer via mobile devices.
Definition: Length Of Interview (LOI) is the time it takes a respondent to complete a research experience, from the time the respondent first starts the experience to when they finish the experience. For a typical online survey experience, this would encompass the time from which they access the first (landing/instruction) page to when they submit their responses to the final page (typically the last survey question). LOI includes any time required to perform research "tasks", such as tasting products, reviewing concepts or media, taking and uploading pictures, etc. Time spent in the screening section is typically not included in LOI, although this practice is under discussion in the industry due to the rise of routers and screening for multiple studies at a time. LOI is usually measured as a median average time (vs. the mean which is not as accurate an indicator for how long a survey actually takes a respondent).
Definition: Facial Coding uses automated software and webcam capture and has become one of the most relied upon methods for quantifying emotional response to ads and digital videos used in market research.