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.
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.
Device agnostic is no longer the future of online research. It’s happening now.
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.
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:
Definition: Peoplemeters electronically record who is watching TV and what they are watching. They are a key component within Television Audience Measurement (TAM) systems. The installation of metering equipment generally requires the building and maintenance of a household panel and, once built, delivers viewing data to the industry on at least a daily basis with a high level of granularity in terms of minute by minute behaviour.
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: Ethnography is a qualitative research method derived from the fieldwork practices of anthropology. It is often characterised by its emphasis on spending extended periods of time with people or groups of people to generate/create a holistic picture of cultural practices.