succeet Blog

SUCCEET BLOG

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 >

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 >

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 >

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 >

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 >

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 >

70 years of BVM – and the market research industry has plenty to celebrate! In an interview with Christian Thunig, program lead for the German Market Research Congress, we take a look at the anniversary celebrations, the association's achievements, and the challenges ahead. Discover what makes BVM strong, the highlights of the upcoming congress in Berlin, and how AI is fundamentally redefining market research. A conversation about transformation, community, and the mission to ensure valid data in the midst of a tool tsunami. Read >

Ingress celebrates 20 years of innovation, challenges and successes! In this interview, co-founder Oliver Kohrmann shares insights into the company's beginnings as a university spin-off, groundbreaking milestones such as ISO certification and forward-looking visions. A highlight remains the annual participation in the industry trade show succeet, which, as the “class reunion” of market research, provides valuable customer contacts and inspiration. Find out how team spirit, innovative software and personal customer service have shaped the company's success story. Read >

Online reviews are a powerful source of customer insights, helping companies deeply understand their audiences and conduct competitive benchmarking. This report analyzes 9,480 reviews from 108 low-cost and full-service airlines across six global regions. These reviews were collected from Skytrax, an independent International air transport rating organization established in 1989, and analyzed with Caplena, an AI feedback analysis platform. Read >

Have you already identified the guiding thread for your next report or presentation? If so, you should double-check whether you’ve overlooked crucial details. Was your audience full of praise, upbeat, and emotionally charged after your last presentation? Then it’s time to critically examine your facilitation style. Heiner Junker, an experienced market researcher and facilitator, takes a nuanced look at traditional storytelling in qualitative market research. He focuses on facts that fascinate and contradictions that spark creativity. For him, storytelling in market research is far from overused - it’s full of potential. At succeet25, he will share five tips for better storytelling. Here’s a sneak peek at two essential tips. Read >

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