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Interview with Claudia Kuhlmann, Interrogare & ESOMAR Premiere in Bonn: First ESOMAR Connect Brings the Insights Community Together

On November 5, the insights community will gather for the very first ESOMAR Connect in Germany. Organized by ESOMAR representatives Claudia Kuhlmann and Andreas Knappstein, participants can look forward to a diverse program featuring inspiring presentations, exclusive insights, and plenty of networking opportunities. From AI in market research to best practices from companies and associations, the premiere in Bonn promises top-tier content and an engaging exchange of ideas. Read >

Interview with Andrea Wielpütz, Chris Prox & Dr. Jörg Munkes Follow-up: Category Entry Points in Practice

At WoM25, Andrea Wielpütz (Congstar), Chris Prox (Chris Prox Brand Building GmbH), and Dr. Jörg Munkes (GIM) already shared insights in their keynote on how Category Entry Points (CEPs) can be used strategically. In this interview, they take a deeper dive into the topic and show how CEPs can be meaningfully combined with established approaches such as the Brand Funnel and Jobs-to-be-Done – and what companies need to do to ensure that the insights are applied not only in marketing, but also in product development, strategy, and customer service. Three perspectives, one shared goal: making CEPs truly actionable in everyday business. Read >

Advertorial, Ströer X GmbH On-Demand Market Research: Flexible Resources for High-Impact Projects

Not every organization has an in-house market research team or access to available resources when it really matters. At the same time, the demand for up-to-date insights is growing - whether it's to evaluate brands, analyze customer satisfaction, or explore new markets. Read >

Advertorial, Produkt + Markt GmbH & Co. KG Why True Insights Only Emerge Through the Interaction of AI and HI – Using the Example of KIRA|DigitalPersonas

Artificial Intelligence (AI) is currently everywhere – writing texts, generating images, and delivering seemingly instant answers to any question. In market research, this technological development is generating great excitement. Read >

Advertorial, Qlixta Is AI the Solution to the Current Challenges of Everyday Dashboard Use?

The world in which business decisions are made is becoming increasingly complex. Situations not only need to be analyzed more quickly, but also understood and assessed in ever greater depth. To meet these challenges, companies are increasingly relying on dashboard applications that condense data and present actionable information. Read >

Interview with Heinrich Fischer, succeet GmbH "The COVID crisis mobilized new strength in me. I didn’t want to stop like that."

Heinrich Fischer has organized eighteen market research trade shows over the years, first as Managing Director of Research & Results, and after the COVID crisis with succeet GmbH. In an interview with marktforschung.de, he looks back at the early days, the changes in the trade show business, and what makes the market research industry so special to him. Read >

Advertorial, Ströer X GmbH Ströer X – We Provide Reliable and Scalable Market Research Support

Market research is not a one-size-fits-all solution. Every company has its own unique needs that can only be met through customized support and in-depth analysis. A reliable market research service ensures that you receive not only the right data but also precise and well-prepared results that serve as a solid foundation for your decisions. Read >

Advertorial, Produkt + Markt GmbH & Co. KG Synthetic Data Put to the Test: A Method with a Future – or Overhyped?

Synthetic data – currently the subject of much debate. While some see it as a game changer for market research, many questions remain: How are such data generated? How reliable are they? And what realistic role can they play in the methodological toolbox of corporate research? A factual assessment with a critical look at their potential and limitations. Read >

Lena Kurzmann & Dr. Anne Katrin Lensch, Dialego GmbH The customer as co-innovator: How to develop innovations that are really needed

Sometimes you stand in front of a new product on the shelf - and ask yourself: Why did someone actually make it that way? It seems well-intentioned, but somehow off the mark. Not practical. Not understandable. Not needed. Now turn the tables: You're in a team that wants to develop something new. A fresh idea, a new product, something that really helps people. But how do you know if you're on the right track? Read >

Interview with Irina Ermak, Ipsos & Caroline Zimmer, Hochland "Social listening complemented traditional data sources such as surveys and market data."

With a shared framework and a deep understanding of consumer needs, Hochland and Ipsos have taken an innovative path. Discover the role that social listening, AI, and surprising insights play in an exclusive interview. Read >
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