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Interview with Natali Pohlschneider, Produkt + Markt, Premium Partner succeet22 "Research quality must be at the core of every innovation in our industry"
succeet: What can visitors expect from Produkt + Markt this year?
Natali Pohlschneider: We are delighted to be back in Munich this year and to be able to engage in personal exchange with market researchers. In our workshops, lectures and on our stand, visitors will experience a mixture of technology, emotions and speed. Above all, we will show that research quality must be at the core of every innovation in our industry. As researchers, we are committed to science and precision, and our customers need this reliability more than ever. In a world where data seems to be abundant, professionals are needed who do not hide complexity, but provide a reliable basis for decision-making in a complex world.
succeet: Can you give an example of how Produkt + Markt helps to derive better decisions from complex data?
Natali Pohlschneider: Voice data, e.g. in the form of audio files, interview recordings or videos, are an almost inexhaustible source of customer wishes, opinions, attitudes, feedback and insights. Disadvantage: The analysis of this unstructured data is very time-consuming. We have therefore worked intensively on the question of how we can accelerate the analysis process and ensure even more depth and fewer biases in the interpretation. Along the way, we involved experts in artificial intelligence and NLP in particular at an early stage and created the QUA|LYTIS platform together with them, which offers this added value. In our workshop, we will present QUA|LYTIS and explain how anyone can use it to benefit from Natural Language Processing.
► Sign up now for the Intensive Workshop (in German): “Mehr Speed, mehr Tiefe: Wie KI die qualitative Marktforschung umkrempelt.“ 1 topic, 2 identical sessions:
succeet: You were one of the first agencies in Germany to use Market Research Online Communities. What has happened at Produkt + Markt?
Natali Pohlschneider: We are introducing various community formats this year. They range from the long-running Insight Lounge for B2B and other high-profile target groups to the IN|SPIARY Innovation Community and the virtual Design Thinking Journey. All communities have one thing in common. The teams can get in touch with the target group at any time and immerse themselves in their world, get feedback or use the creative potential of the users and expert users. Together with my colleague Dr Jessica Schomberg, we will show in our session how platform, research, consulting and agile coaching interact and how substantial change and innovation emerge from this.
succeet: Keyword agile coaching. You are presenting the role model of agile research in Munich. What is it all about?
Natali Pohlschneider: We talked to clients and coaches about their experiences with research in agile projects. One result: agile projects can also get bogged down and lead to solutions that are anything but user-centred. If agile teams lose sight of users and biases and team dynamics break out, this endangers the success of the project. To prevent this from happening, researchers should know at every stage how to keep the teams on course towards the user. At Succeet, we present our role model of agile user research. Visitors will learn from our researchers and Agile coaches which roles they have in typical situations and how they should fill them so that Agile teams don't lose sight of the target groups and develop solutions that are really relevant for the users. The model is not a theoretical construct, but practical and applicable at any time. In his session, Heiner Junker will show how it works.
succeet. It will be implicit and emotional at your stand. What makes PIC|MOTION different from typical brand tools?
Natali Pohlschneider: We have been looking for a solution for all those who want to measure and control the emotional impact of their brand and do so with little effort, scientifically sound and without monotonous scale queries. Our mathematicians and psychologists have worked hard to find a solution for this really tricky challenge. The result is PIC|MOTION. Where respondents lack the words to express their emotions, PIC|MOTION relies on images. They give voice to the inner self and make hidden emotions visible. PIC|MOTION maps the emotional space in a differentiated way with an image gallery of around 40 validated images. The basis for this: The scientific model of the emotional circumplex for quantitative emotion research according to Russell and Scherer. Visitors to our stand can see for themselves how intuitively PIC|MOTION works and how easily it can be integrated into almost any study.
Natali Pohlschneider has a Master's degree with a focus on product and innovation management and, after holding positions in marketing, product research, development and management, now oversees the Market Research Online Communities in the FMCG sector as Research Manager at Produkt + Markt.
