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Interview with Philipp Reiter, eye square GmbH "Meaningful Attention - We measure more than just attention."
eye square will be coming to succeet again with a large team. What will you be presenting to us?
Philipp Reiter: succeet, as the leading insights trade fair, is particularly important for us as market researchers. This is where industry decision-makers and idea generators come together. We bring an exciting portfolio of user experience, shopping and media topics. Carina de Lopez, Vice President User Experience, will talk about the importance of Digital Wellbeing as an increasingly important UX topic. Sven Diekmann, lead at eye square’s Business Development, will present new tools that are revolutionizing online shopping. Our Chief Scientific Officer, Dr. Matthias Rothensee, will provide insights on the latest social media research on contact quality beyond viewing time.
Your research approaches sound innovative, how is your science research changing the world of market research?
Philipp Reiter: Since the beginning of the company 25 years ago, eye square has relied on three pillars to research people's experience: Science, Technology, Art. People experience similar sensations with art as they do with advertising, media, websites and apps. We use this to research the human factor, i.e. human-machine interaction. We simulate test situations in the art setting and transform them to real brand cases. This is also how we came up with our current topic: "Meaningful Attention".
This is actually what I wanted to ask next: What does Meaningful Attention mean?
Philipp Reiter: Today, we live in digital abundance. Everyone, users and advertisers alike, is exposed to a flood of stimuli. Some see creations, others data. But where is the value in the data? We think it's in the meaning - the fulfillment of needs.
How do we have to imagine Meaningful Attention in concrete terms?
Philipp Reiter: In every interaction, both sides want to achieve something. Mere visibility, thus, is not enough. When it comes to user experience, users don't want to feel depressed because they've wasted precious time in a digital parallel world. Ideally, they want to experience something like meaningfulness, for example, joy, knowledge, closeness. Companies would be well advised to take this into account when developing technologies or websites.
Mindfulness, as appreciation, is at the core of user well-being. Without this, digital abundance quickly turns into weariness, which helps no one.
So for UX, Meaningful Attention is a very fundamental thing. What about the shopper experience?
Philipp Reiter: In the hybrid shopping context, the concept is indeed more concrete. Shoppers want to satisfy a need by buying a product. And advertisers want to sell a product. That's why “Meaning” is very concrete – and be understood and measured well. Buying is the commercial counterpart to the psychological side of meaning in digital well-being. For companies, e-commerce is always about whether a shopper journey is successfully completed from first advertising contact to the shopping cart or, i.e. avoiding an abandoned journey.
With our Ad-to-Cart toolset, we create InContext measurement of behavioral and technical data in a very realistic shopping environment. This gives incremental optimization opportunities at all stages in the marketing funnel.
Register now for the eye square presenation at succeet23:
TIME IS UP – Kontaktqualität jenseits der einfachen Betrachtungsdauer.
25 October 2023, 10:00 am
Sign up here
And, before the viewing time for the interview is over: What is behind the title of the presentation "Time is up!
Philipp Reiter: "Time is up!" deals with the relationship between quantitative and qualitative human experience - the Human Experience. In the purely technical measurement of attention duration, the real meaning of attention is often lost. Human experience is not linear with the the lapse of time. Instead, one can detect clear correlations between time and effect in people's senses, feelings and consciousness - depending on the quality of the stimuli.
Matthias Rothensee will present studies on the factors that make advertising impactful on various social media platforms: Meaningful Attention reveals the measurable value of an advertising contact. It is worthwhile to complement technical metrics such as visibility duration with “Meaningful Attention”. My team is looking forward to all guests and interesting conversations at the eye square booth.
More presenations from eye square at succeet23:
Online-Shopping revolutionieren: Nutze die Möglichkeiten von Ecommerce Insights und In-Context-Tests!
26 October 2023, 10:45 am
Sign up here
Digitales Wohlbefinden: Potenziale für die UX-Forschung
25 October 2023, 1:45 pm
Sign up here
Philipp Reiter is COO and partner at eye square market research institute. As a psychologist, he specializes in cognitive information processing, neuromarketing. Machine Learning and implicit research methods. He is responsible for the scientific cooperation with university partners, e.g. Humboldt University, Leibniz University Hannover and Helmholtz and Fraunhofer research institutes. He himself also taught business and advertising psychology, cognitive science, especially neuromarketing at various universities.
