Embed Size (px)
Citation preview
IT‘S THE END OF THE WORLD AS WE KNOW ITCHANGES IN THE DIGITAL LANDSCAPE AND HOW RESEARCH CAN RESPOND
CHRISTOPH IRMER & FLORIAN TRESS – ROCK‘N RESEARCH EUROPEAN TOUR 2015
2#ROCKNRESEARCH
VIRTUAL REALITYWELCOME TO THE VIRTUAL REALITY
3#ROCKNRESEARCH
VIRTUAL REALITYMARRIOTT VIRTUAL TRAVEL EXPERIENCE
4#ROCKNRESEARCH
AUGMENTED REALITYA FUSION OF THE REAL WORLD WITH THE DIGITAL WORLD
5#ROCKNRESEARCH
AUGMENTED REALITYMICROSOFT HOLOLENS
6#ROCKNRESEARCH
7#ROCKNRESEARCH
8#ROCKNRESEARCH
9#ROCKNRESEARCH
10#ROCKNRESEARCH
11#ROCKNRESEARCH
12#ROCKNRESEARCH
13#ROCKNRESEARCH
14#ROCKNRESEARCH
FROM DIGITAL TECHNOLOGYTO A DIGITAL SOCIETY
15#ROCKNRESEARCH
vs.
16#ROCKNRESEARCH
KILLED THE TV STAR?
17#ROCKNRESEARCH
KILLED THE TV STAR?
18#ROCKNRESEARCH
DO YOU KNOW THIS GUY?
19#ROCKNRESEARCH
FELIX KJELLBERG aka PEWDIEPIE
36 MILLIONSUBSCRIBERS
350 MILLIONVIEWS PER MONTH
$4 MILLIONANNUAL INCOMEFROM YouTube ADVERTISING
20#ROCKNRESEARCH
FROM
21#ROCKNRESEARCH
CON SUMERS
22#ROCKNRESEARCH
CON SUMING
23#ROCKNRESEARCH
CON TENT
24#ROCKNRESEARCH
TO
25#ROCKNRESEARCH
CREATORS
26#ROCKNRESEARCH
CURATORS
27#ROCKNRESEARCH
CRITIZISERS
28#ROCKNRESEARCH
AUDIENCES HAVE AN AUDIENCE
29#ROCKNRESEARCH
#bendgate
30#ROCKNRESEARCH
31#ROCKNRESEARCH
32#ROCKNRESEARCH
@ChristophMRX is currently not at home!
33#ROCKNRESEARCH
34#ROCKNRESEARCH
RESEARCH IN THE DIGITAL WORLDIMPERATIVES FOR RESEARCH IN THE DIGITAL AGE
UNDERSTAND
APPLY
ADVISE
35#ROCKNRESEARCH
36#ROCKNRESEARCH
37#ROCKNRESEARCH
TARGET GROUP
TECHNOLOGYUSE CASE
38#ROCKNRESEARCH
AUTOMATIONCUSTOMIZATION
WORK
POPULATION
EDUCATION
CREATION
CURATION
COMMUNICATION
DEVICES?IS THERE A
TREND
39#ROCKNRESEARCH
THE METHODNEEDS TO BE SUITABLE FOR
THE SUBJECT
40#ROCKNRESEARCH
USUALLY WE PREFERASKING OVER OBSERVING
…is it, because we don’t trust the quality of our observations?
41#ROCKNRESEARCH
OBSERVEASK
ACTIVE
PASSIVE
42#ROCKNRESEARCH
Mobile Sampling
Mobile Data Collection
Mobile Qualitative
Cookie Tracking
Neuroscience
In Depth Interviews
Focus Groups
F2F
CATIOwn Website
User Data
Own App User Data
Own CRM Data
Social Media
Public Data Open Data
Customer Panel / Community
Survey with panel sample
Survey with external sample
MROCs
Online Focus Groups
Mobile
Behav.
Trad
itiona
l
External
Online
43#ROCKNRESEARCH
44#ROCKNRESEARCH
Mobile Sampling
Mobile Data Collection
Mobile Qualitative
Cookie Tracking
Neuroscience
In Depth Interviews
Focus Groups
F2F
CATIOwn Website
User Data
Own App User Data
Own CRM Data
Social Media
Public Data Open Data
Customer Panel / Community
Survey with panel sample
Survey with external sample
MROCs
Online Focus Groups
Mobile
Behav.
Trad
itiona
l
External
Online
45#ROCKNRESEARCH
360° validation ofwebsite audience
further profiling studies with website audience
on demand
additional information for sales of ad spaces
differentiation from competition
46#ROCKNRESEARCH
ADVISE\\ RESEARCH CONSULTANTS
IN A DIGITAL WORLD
47#ROCKNRESEARCH
Return on Insight =
Return * Increased Confidence * Increased Likelihood of Acting
Investment
Diane Schmalensee und A. Dawn Lesh (2012)
48#ROCKNRESEARCH
CONFIDENCE ACTION
Diane Schmalensee und A. Dawn Lesh (2012)
49#ROCKNRESEARCH
IT'S THE ENDOF THE WORLD AS WE KNOW IT
AND I FEEL FINE!
![It's The End of the Funnel As We Know It [Webinar]](https://img.pdfslide.net/doc/110x75/55530f92b4c905533f8b50f1/its-the-end-of-the-funnel-as-we-know-it-webinar.jpg)
