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Interview with Claudia Gelbe, Toluna "The place where technology meets passion"

How is AI changing market research – and what happens when technology meets true expertise? Claudia Gelbe, Managing Director of Toluna DACH, shares insights in an interview about Toluna’s new identity as an innovation platform. She explains why AI is only as good as the people behind it – and how courage plays a role in better research. So, where exactly is the place where technology meets passion? Read >

Video Trailer for the webinar by Karolin Anderl (Mast-Jägermeister) & Florian Groth (Point Blank) Now in the Video Trailer: How Jägermeister and Point Blank Are Changing the Way We See Consumers

Everyone is talking about consumer centricity – but how can it become a lived reality within a company? Jägermeister faced the challenge of gaining a deeper understanding of younger target groups – and took a bold step together with Point Blank: moving away from PowerPoint presentations and target group data, towards real encounters with real people.Watch the trailer for the webinar now! (in German) Read >

Interview with Tomislav Djoja, Innofact "We Do Not Send AI Results Unfiltered to Our Clients"

In the WoM webinar “Ad Material Check with COM AI,” Tomislav Djoja from Innofact offers fascinating insights into the world of AI-supported communication. In the interview, he discusses his favorite AI tools such as Perplexity and Trint, and explains how COM AI plays a role in optimizing advertising materials. Read >

Interview with Christoph Fritsch, Produkt + Markt Germany’s Digitalization Types in Customer Dialogue

How do people in Germany experience digitalization? Which digital services succeed – and which fail? At succeet 2025, Christoph Fritsch will provide fascinating insights into the different digitalization types. But instead of a conventional presentation, the session features an interactive AI dialogue: The virtual persona KIRA answers questions from the perspective of the study’s participants – authentically, intuitively, and based on real data. Discover how artificial intelligence is transforming market research, making insights more accessible, and helping businesses develop smarter digital solutions. Read >

Interview with Sandra Kruse, Interrogare GmbH Brand Tracking 2.0: Why Now Is the Right Time for a Rethink

Increasing demands for deeper insights despite tighter budgets, along with new scientific findings, call for a rethink in brand tracking. "Brand Tracking 2.0" combines proven methods with innovative approaches such as implicit measurement techniques and the analysis of mental availability. The result: more precise, relevant, and action-oriented insights that help brands achieve long-term success. In this interview, Sandra Kruse from Interrogare explains how the transition works and why now is the perfect time for change. Read >

Opinion piece from Oliver Tabino, Q | Agentur für Forschung Democracy Needs Free Expression and Data – Why Freedom of Speech and Pluralism Are So Important for Us as Market Researchers

In a world shaped by diverse opinions and an overwhelming flow of information, it is more important than ever to protect the fundamental values of our democracy: freedom of speech, pluralism, and social participation. Market research plays a crucial role in this – it gives people a voice, enables fact-based decision-making, and fosters societal discourse. But how closely are democracy and market research truly connected? And what responsibility do researchers bear when their findings are used – or misused? Oliver Tabino explores the significance of diversity, neutrality, and freedom of expression in our industry – and why market research is much more than just collecting numbers and data. Read >

Whitepaper, eye square GmbH The power of attention – boosting advertising impact with innovative SEAL InContext Eye Tracking

The latest white paper from eye square explores innovative InContext Eye Tracking, which uses the SEAL (Smart Eye Tracking Algorithm) engine to measure consumer attention in digital environments. Learn why it is promising to test advertising in natural contexts to gain realistic insights into visual attention, interaction and memory. We show you how attention works in highly competitive areas such as social media. Using our innovative SEAL technology, you can explore how consumers interact with advertising on social platforms such as TikTok, Instagram or YouTube. Understand why it is crucial to take the 2.5 second window into account, in which user engagement peaks to compete for attention. We also show you which implicit and explicit metrics can be integrated into the research process and how to optimize digital advertising strategies to maximize consumer impact and increase your sales. The white paper is essential for all professionals who want to track attention as the key to better advertising effectiveness and stay ahead in the battle for more attention. Read >

Whitepaper, Caplena AG The AI Playbook für Open-Ended Feedback: A Guide for Customer Intelligence Leads

Experienced market researchers know that open-ended responses provide richer, more unbiased feedback. However, they also generate large amounts of unstructured data, often in multiple languages. To unlock the full potential of open-ended responses, a combination of art and science is required. They offer valuable insights into customer experiences, key drivers of satisfaction, loyalty, and customer lifetime value.Thanks to AI technology, CX and market research professionals are experiencing a revolution in open feedback analysis. While many researchers believe AI will take market research to the next level, opinions on acceptance and expectations remain mixed. This guide demonstrates how AI, combined with proven market research methods, can fully harness the potential of open-ended responses. Read >

Interview with Dirk Ziems, Thomas Ebenfeld & Steffen Schmidt, concept m AI kisses market research - AI can already do things today that many only expect the day after tomorrow

How are AI-powered digital twins revolutionizing advertising and election research? At succeet25, concept m AI will unveil groundbreaking insights into the future of market research. In this exclusive interview, Dirk Ziems, Steffen Schmidt, and Thomas Ebenfeld explain how their AI personas simulate human decision-making processes and why this technology is a true game-changer for businesses. From real-time consumer dialogues to precise behavioral predictions, discover how AI is transforming insights—and what exciting advancements the experts will showcase live in Wiesbaden. Read >

Interview with Sebastian Wezel, PureSpectrum PureSpectrum at succeet 2025: Innovation, Quality, and the Future of Market Research

Sebastian Wezel, Sales Director Central Europe at PureSpectrum, discusses the importance of data quality, the role of AI, and why succeet is a key milestone for the industry. Discover how PureSpectrum combines technology and human expertise to future-proof market research. Read >
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