succeet: Your institute is celebrating its 50th birthday this year. What do you see as the prerequisite for full-service institutes to continue to exist in the future?

Dr. Jessica Schomberg: The decisive factor is quality. Sounds unspectacular at first, but it is what our customers expect from us and what they trust. Quality on many levels: Data collection, analysis and interpretation, right through to quality in consulting. We are therefore involved in associations such as ADM, ESOMAR or WIN in working groups with other institutes for quality assurance. In addition, we have established the P+M Academy. In this we offer training measures, workshops and impulse lectures. Often, the focus is on innovations, but always on quality assurance. Originally designed in 2014 for internal educational purposes, the Academy now attracts more and more researchers, consultants and trainers from external organizations. This pleases us, as it makes clear that our central concern is shared by many.

To put it in a nutshell: You can only survive as a full-service institute if every project, every innovation, and every technology delivers top quality and thus reliability for customers.

succeet: Keyword innovation. How do you see the future of topics such as AI, agile research, storytelling and data science in market research?

Dr. Jessica Schomberg: Each of these topics is a game changer in its own right. AI provides depth and speed, agile allows us to stay relevant in an ever-changing market environment, and storytelling and results workshops enable us to make our findings more tangible and memorable. In combination, these aspects open up new dimensions in market research, which we at Produkt + Markt use intensively and develop further.

succeet: And what can visitors expect from your upcoming presentations at succeet?

Dr. Jessica Schomberg: Our presentations are designed to shed light on methodological aspects as well as bring practical applications to life. From rediscovering CATI in combination with AI to interactive results workshops: Our participants receive tools and methods that they can integrate directly into their own projects.

succeet: One of the focal points of Produkt + Markt is in the area of health research. Now you are presenting a platform for home care at the fair. Why is this particular topic relevant at a market research trade show and why should researchers outside the healthcare industry attend?

Dr. Jessica Schomberg: Produkt + Markt's "p+m care.monitor" is a knowledge platform that provides a comprehensive insight into home care. Axel Schomborg will show how players are using it to effectively support family caregivers. Away from the healthcare sector, other companies are also recognizing the commercial opportunities in the growing home care market and are using Produkt + Markt care.monitor to explore these opportunities.

Register now for the Produkt + Markt presenation at succeet23:
Zielgruppe Pflegende: Der p+m care.monitor zeigt Potenziale über den Gesundheitssektor hinaus
25 October 2023, 3:15 pm
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succeet: In one of your workshops, you show the changes AI is bringing to qualitative research. What is this about?

Dr. Jessica Schomberg: With the use of Natural Language Processing (NLP), we see a revolution in the analysis of qualitative interviews. What used to take days or weeks can now be done in almost real time and with exceptionally high quality. But it's not just about speed. AI also allows us to discover hidden insights in the data and offers the opportunity to make the entire research process more agile and collaborative. We'll show how this works in practice in the workshop.

Register now for the Produkt + Markt workshop at succeet23:
Mensch und KI Hand in Hand: Die perfekte Symbiose für die Qualitative Marktforschung
26 October 2023, 10 am
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succeet: Thank you for this insightful conversation. We are looking forward to the upcoming workshops and talks.

Dr. Jessica Schomberg: Thank you. It's an exciting time for our industry, and I look forward to sharing our insights and developments.