succeet Blog


In 2023, the trade show for the insights industry will move from Munich to Wiesbaden, near Frankfurt. Find out about the background to the change of location in this interview with Heinrich Fischer and Simone Waller-Klink. They also give a positive summary of succeet22, which took place in Munich at the end of October 2022. Read >

In marketing, the name of Byron Sharp is nowhere to be missed. His rule for brand growth: brands must be mentally and physically available. But how can brands achieve mental availability? And how can market research provide insights that show marketing the status quo as well as strategies for action? At succeet22, Sören Scholz will be presenting the results of a study that Interrogare conducted to compare the impact of various methods. He will introduce a mix of methods that pave the way for successful brand growth through availability. Here you’ll find out more. Read >

Most companies have recognised the importance of customer experience for sustainable growth. But designing CX successfully can be challenging – says CX expert Nicolas Riedle, Director Pre-Sales CX at our premium partner Kantar. In his presentation at the succeet22, he will show what is important and how to cope with barriers. Here’s an overview. Read >

Why is the trade show important for our exhibitors? What topics do they focus on, what is particularly relevant to them? A number of companies have sent us their statements on this. We have gathered some of the quotes for you here. Take a look right now! You can find all company quotes online in our list of exhibitors. Read >

A mixture of technology, emotions and speed can be experienced this year at our Premium Partner Produkt + Markt: the market research agency will be represented at succeet22 with an exhibition stand as well as several presentations and intensive workshops. Produkt + Markt will bring exciting topics to the event – find out more here. Read >

succeet22 is one of the best platforms in Germany – a place for exchange and fruitful ideas. Says Manfred Tautscher, Managing Director at SINUS-Institut, in this interview. The market research agency supports the trade show as a cooperation partner. We also talked about their Sinus-Milieus. Read on to find out which customer studies can be enriched with them and what is important. Read >

Walter Freese (Interrogare) about sustainability
For some years now, the term sustainability has been on everyone's lips and is omnipresent in technical papers and at events – at succeet22, our premium partner Interrogare will be presenting on outsmarting the do/say gap. Depending on one's point of view, sustainability is commonly interpreted as an important distinguishing feature or as a green-washing measure. But what exactly is meant by sustainability? Walter Freese puts the topic into context. Read >

With his presentation "Social Media Market Research with AI Text Analysis for more successful products (with examples from the automotive and electronics industry)" Marc Trömel, Managing Director VICO Research & Consulting, will be attending succeet22. We talked to him about new approaches and method combinations of AI and web monitoring. In this interview, he provides insights into how large-scale social media market research can be automated in human quality. Read >

With Expert Insight Lounge and IN|SPIARY Innovation Community, our Premium Partner Produkt + Markt presents two community formats at the trade show. They allow to get in touch with the target group, get their feedback and use their creative potential. What is the difference between the formats? For which research needs are they suitable? This is what Dr Jessica Schomberg and Natali Pohlschneider will be talking about at succeet22. Here they reveal more. Read >

Would you like to conduct a panel study? Our cooperation partner Rogator provides a free whitepaper with valuable information, tips and insights on the topic of customer panels in online and mobile market research. Also visit Rogator‘s presentation at succeet22: "In three steps to a successful target group panel and online community" Click here to get to the Rogator website where you'll find plenty of info on panels – and the whitepaper for download (in German): Read >

Personas are a great way of bringing customers and target groups or segments to life. But how to create and implement personas - so they really inspire innovation and communication projects? That’s the topic that our Cooperation Partner Happy Thinking People will be exploring and presenting at succeet22. Read on for what’s essential when it comes to personas plus what to look out for – an overview by Edward Appleton. Read >

A powerful market research platform – that’s what Kantar Marketplace aims to be, combining the best of technology, the validated brand strength and innovation models of our Premium Partner Kantar and the expertise of their consultants. At succeet22, Daniela Blenke and Dr. Lisa Stoll will present the tool in a case study from the sweet world of chocolate bars. Their presentation will take place on 20 October, from 10:50-11:20 am (in German). Get a taste of Kantar Marketplace now. Read >

What does it take to build your own online panel or community? Our cooperation partner spidermetrix, a panel provider based in Melbourne, knows. They will travel all the way from Australia to present their services at succeet22. Be sure to stop by their stand 313. And now read their step-by-step recipe for a healthy community / panel – as easy as baking a cake. Or is it...? Read >

Client-side businesses need a new type of data expert – an insight alchemist. Says Dr Parves Khan, CEO of ESOMAR. Are you curious to learn? Come and join the live presentation of our cooperation partner ESOMAR. We are delighted that Parves will be speaking on the second day of succeet22 in Munich. Here she reveals more about her topic. Read >

Interview DGOF
Just recently, the GOR Best Practice Award was celebrated, and at succeet22, the winners from aimpower and Henkel will be presenting their award-winning study – in a DGOF session. And our cooperation partner has even more in store: look forward to the first WeLoveResearch plus in Munich, the new joint networking event of DGOF and moweb, on the evening before the trade show. Find out more here: in the interview with Anna-Lena Kemper from the DGOF office and DGOF Board Chairman Otto Hellwig. Read >

A very moving event took place on the last day of Week of Market Research: “Support Ukraine”, hosted by Oliver Tabino, Q Agentur. Here Oliver describes how he experienced the extraordinary session – the live connection to a participant in a Ukrainian forest near the frontline e.g. –, what particularly impressed him, and he outlines three initiatives from the research sector. Read >

Market, competitor, trend or technology analyses up to date or out of date? Thomas Allgeyer from the market research institute Frenus emphasises the importance of those analyses for the B2B sector and shows what opportunities and challenges the industry is facing. Read >

Advertising is often supposed to be particularly creative. However, there is often a gap between the fancy advertising creation and the actual product presented. Kirsten Fischer and Dr Jens Wernecken from INNOFACT reveal in advance of their WoM event why this damages the advertising impact and how the COM@Test can prevent this. Read >

Contrary to the frequent assumption that online communities are a purely qualitative solution, QuestionPro points out the quantitative potential of the method. With enthusiasm, Marcus Schatilow and Thomas Maiwald-Immer present their software for online communities and show how the technology provides real-life insights. Read >

Advertising campaigns that catch on here at home do not necessarily do so in other countries. This was the finding of DVJ Insights in their recent cross-national study on advertising impact. What do these results mean for international advertising campaigns and what differences were found in attitudes to advertising in the 30 countries considered? Read >

Consumer panels certainly have their uses when it comes to better understanding consumer opinions and trends among customers or shoppers - but some target groups are much harder to identify and engage in research projects. Week of Market Research sponsor RONIN combines new, digital processes based on established methods to maximise the reach and response to studies that are tailored to participants from the B2B and healthcare sectors, or that are designed to target opinion leaders. Read >

Research Communities, River sampling and VR - topics that are currently occupying the market research industry, among others. What has happened in these areas, what is new? Dirk Wieseke from KERNWERT, Thomas Donath from NORDLIGHT and Dr. Holger Liljeberg from INFO GmbH will provide insights into their research fields and an outlook on their events at Week pf Market Research. Read >

Customer journeys are becoming increasingly complex and difficult to disentangle. Conventional methods can hardly cope with this complexity. How do we get out of this dilemma? Julia Görnandt, SKIM, wants to have found the solution to make customer journeys comprehensible again. Read >

In this interview, this year's Week of Market Research sponsors Bilendi and Survalyzer give us their first exciting insights into their events around the topics of dashboards and DIY-Qual. They also tell us what they see as the top trends in market research and what the "new normal" looks like at their companies. Read >

How can I successfully retain customers in the long term - that's the "one-million-euro question" that marketeers are asking themselves these days. The solution: knowing the needs and motives of the target group and meeting them with empathy. That's the approach recommended by brand relationship analyst Axel Schomborg, Produkt + Markt. Read >

Mental Health - a topic that has come into focus with the trend towards mindfulness in recent years and forms the core of the MindDoc app. Together with MindDoc, the research agency eye square conducted a study on the use of mental health apps. How was the project approached, what challenges does such a sensitive topic bring with it? And how is the app for online therapies accepted? Read >

The choice of method increasingly falls on experiments - why? For Laura Kern, GIM, the greatest advantage of the method lies in the possibility of ascertaining causalities. The typical question-and-answer game has come to an end, and questions to which the respondent cannot know the answer find answers. Read >

As part of succeet22, there will be the CX-Summit again – this year for the second time. What topics can be expected? And what skills do market researchers usually lack when they want to move to the CX side? talked with CX expert Peter Pirner, who will host the CX-Summit for the first time at the Munich trade show in October. Read >

What moves people when they come into contact with brands and services from the mobility industry? What expectations do customers have? Together with Silvana Buljan and Anika Spliethoff, we take a look behind the scenes and get exciting insights from their multinational mobility study. Read >

Agile projects can get bogged down and lead to solutions that are anything but user-centred. To prevent this from happening, Axel Schomborg has developed a series of "Nine Recommendations for Agile Teams". He shares four of his tips for agile teams Read >

AI-based translation tools are a great help in everyday life and are unrivalled in terms of speed and price. But can such translations also be used for questionnaires or presentations without further verification? Check out this advertorial from the translation agency wordzz – a sponsor of this year's Week of Market Research. Read >

What happens in the Ipsos hothouse of ideation, Instant*Lab? Lydia Neumann and Isabelle Jacob explain what a research process in the Instant*Lab is like and how they manage to deliver clear interpretations and recommendations for action within just one day. Read >

Presenting important data in an appealing way is of the utmost relevance in market research. Not yet familiar with data visualisation tools like Tableau? Perhaps you could use a few tips and tricks. SKOPOS ELEMENTS now offers help with their interactive workshops. Sebastian Schmidt reveals what you can expect. Read >

How can the growth of a brand be secured in the short and long term? Catherine Gibson and Britta Schmitz, GfK, are convinced: neither targeting nor mass marketing is to be neglected. Anticipating their session at Week of Market Research, they give first tips on how to develop a successful dual growth strategy. Read >

What is the significance of emotions in the brand context? How can emotions be measured and what are the challenges? Sarah Helmich gives first exciting insights in her webinar at Week of Market Research. Read >

Those interested in a news offer for young people in app format might find what they are looking for in SWR NEWSZONE. During a design sprint lasting only five days, the entire basic framework for the NEWSZONE news app was developed in cooperation between broadcaster SWR and market research agency Q | Agentur. What was the result of the case study? And how can a case study like this succeed in such a short time? Read >

There is no way around consumer insights when it comes to customer journeys. Dirk Mörsdorf, Ipsos, reveals details of his session at Week of Market Research and provides some exciting insights into the topic. Read >

How are purchasing decisions made? Why do consumers decide to buy certain products? These are questions that every brand should be interested in answering. With Shelf Test 2.0, Interrogare presents a method to get to the bottom of shoppers' motives at the POS. Read >

Talking to users instead of talking about them - a key aspect in agile market research. What else is behind that field of research that advertises efficiency and seems to be on everyone's lips? What exactly makes agile market research so attractive? Read >

When making decisions about buying sustainable products, on the one hand there is the positive feeling of doing something good. On the other hand, there is the negative feeling of spending more money than on products that are not sustainable. Moreover, the actual attitude often does not match the actual action. How to deal with these aspects? Read >

Technology and skills are often limiting factors when it comes to data visualisation. A frequent response when talking to service providers is “it can't be done”. But there are a lot more possibilities than many people realise. And some small things and clever gadgets applied to displaying data, UX and interactivity can make the decisive difference needed to convince even the very last, usually important naysayers. Read >

A lot has changed in the last two years. As a result, consumers have adapted their purchasing behavior and developed preferences that will continue to play a major role this year. How can businesses make sense of these changes, especially when behaviors are continuously evolving and adapting? Read >

What's hot in the market research industry? What does the "new normal" look like in agencies? This year's WoM sponsors eye square and GfK give their perspective and reveal more about their presentations that await us at the Week of Market Research in May. What will the two agencies be presenting there? Read >

Choosing a supplier for qualitative research may be challenging. There is plenty of choice and options. How do you identify a good partner? Here are some tips from Oksana Bandurovych and Natacha Dagneaud, Séissmo, with checklists and criteria to help you find the perfect match. Read >

What are the advantages of using artificial intelligence (AI) in market research? Dr. Jessica Schomberg from Produkt+Markt presents how the agency uses AI, what influence that has on projects and in which industries their approach is particularly useful. Read >

How will the market research industry develop over the next ten years? This is the question Forsta asked the winners of the Forsta AIR Awards. In addition to the ongoing trends towards modern technology and AI, developments on the human level also play a significant role for the future for many. Read >

Germans often still have inhibitions when it comes to participating in the stock market. Besides a frequently existing scepticism, a lack of knowledge about the financial market plays a role. Natacha Dagneaud provides insights into why many people are still reluctant to invest in shares and what contribution qualitative methods can make to financial market research in the run-up to her web seminar on 11 May at Week of Market Research. Read >

This year's Week of Market Research sponsors GIM and Interrogare reveal some details concerning their sessions at WoM in May. They also answer questions about the "New Normal" in their agencies as well as current trends in the market research industry. Read >

Personas can transform target groups into tangible human beings. How to work with them? What are the pros and cons? This is what SKOPOS NOVA is discussing – in this interview and in their session at Week of Market Research. Read >

Understanding customers and meeting them emotionally and empathically is a great art. Especially with the multitude of touchpoints that have been added by the digitalisation push in the last two years. Christoph Spengler, Accelerom, sheds light on this and provides recommendations on how to deal with touchpoints along the customer journey. Read >

The third Week of Market Research will take place in May! moweb and Talk Online Panel will be there as sponsors. In the interview, the companies talk about their "New Normal", top trends in market research and other topics – such as moweb's live WeLoveResearch networking event on May 12! Read >

Chocolaty, creamy, tasty – consumer researcher Dr Sonja Schwarz reveals the power that sensory claims have on consumers. What exactly is behind the food industry's sensory advertising slogans and what needs to be taken into account? Read >

This year's Week of Market Research sponsors INNOFACT and advise research reveal details about the exciting topics they and their colleagues will be presenting at the online festival WoM22 in May. They also answer questions about the "new normal" in their agencies as well as current trends in the market research industry. Read >

Smartphone tracking is becoming increasingly popular in market research. The Swiss agency intervista uses the tool to drive mobility research. What is happening in the field and what challenges will the industry face in the future? Let's talk to Beat Fischer, intervista. Beat will also tell you more about his WoM22 session on the topic. Read >

Week of Market Research WoM22 kicks off in May – with numerous presenations, webinars, events and pitches. The agencies Toluna and Norstat will also be there as sponsors. Frank Drewes, Toluna / Harris Interactive (pictured left) and Sebastian Sorger, Norstat (right) talk about what's going on in their companies, about current topics in the industry and about their WoM22 sessions. Read >

The second succeet in-person trade show will take place in Munich on 20 and 21 October. Simone Waller-Klink and Heinrich Fischer, succeet GmbH, talk about: the status of planning and booking, important innovations and how the insights industry will be able to satisfy its thirst for face-to-face encounters in Munich. Read >