WoM22 topics, highlights, interviews

Newsletter • 6 April 2022

WoM22: 90+ sessions from the entire spectrum of the insights industry at our online festival Week of Market Research in May
Exploring barriers (financial market, B2B) · Sensory claims · UX personas · Key touchpoints · Mobility tracking ... Again we are presenting a number of WoM22 agenda highlights – sign up for free
Current trends in the industry and companies, as well as info on their WoM sessions – our sponsors interviewed, today: advise, GIM, INNOFACT, Interrogare, moweb, Talk Online.
succeet22: book your stand and presentations now

? Our events 2022:
◾️ 9–17 May: Week of Market Research WoM22, online festival
◾️ 20–21 October: succeet22, in-person trade show in Munich

Great topics at WoM22 – sign up

Exploring barriers – in the financial market and in B2B target groups

Natacha Dagneaud, Séissmo

"It is difficult to grasp how the capital market works. Many people already fail at a cognitive level: whom should one approach with trust? How does buying stocks work – is it like buying groceries? What are you supposed to buy then and how do you pick a 'ripe fruit'? How long should one keep it? How much investment is necessary?"

read the interview in English
sign up for free ❕ (2 sessions in German)
Sparst du noch oder investierst du schon – Wie qualitative Forschung die traditionelle Finanzmarktforschung bereichert
May 11, at 13:00

Bitte nicht drängeln – Do‘s & Dont’s, um B2B Zielgruppen von der Teilnahme an qualitativen Studien zu überzeugen
May 12, at 13:00

Chocolaty, creamy, yummy – sensory claims in product advertising

Dr Sonja Schwarz, arotop sensory insights at Limbach Analytics GmbH

"Sensory claims can now be used better and more safely in advertising thanks to new guidelines. In my opinion, this will change food advertising. And no manufacturer should miss out on this opportunity, otherwise the competitor will do it."

read the interview in English
sign up for free ❕ (session in German)
Sensory Claims – das neue Tool zur erfolgreichen und sinnlichen Produktwerbung
May 10, at 14:00

Customer journeys and key touchpoints – why less is often more

Christoph Spengler, Accelerom

"It is simply impossible to use pure intuition to determine the central touchpoints. Data-based decision-making or objectification can help to make better decisions."

read the interview in English
sign up for free ❕ (session in German)
Wie Sie Customer Journeys validieren und Schlüssel-Touchpoints identifizieren
May 16, at 14:00

Personas in the UX context – navigation system or compass?

Pia Blumauer, SKOPOS NOVA

"It is always problematic when personas are developed without collecting data. (...) So it can happen that you run in the ‘wrong direction’ and develop a product for a person who is not part of the target group at all."

Florian Tress, SKOPOS NOVA

"A navigaton system is better than a compass, but a compass is better than nothing. (...) In the end, personas cannot replace user research, just as a compass cannot replace a navigaton system."

read the interview in English
sign up for free ❕ (session in German)
NOVA diskutiert – Personas sind nutzlos!
May 12, at 11:00

Capturing mobility in detail – via smartphone tracking

Beat Fischer, Intervista

"The method has such weighty advantages that, in our view, it will become even more important in the near future and replace, for example, other classic mobility diary studies. The development of the technological possibilities will continue to advance, which will also allow the measurement quality to be increased even further. And the data will also be in greater demand in many applied areas such as billboard, consumer and tourism research."

read the interview in English
sign up for free ❕ (session in German)
Mobilitätsforschung mit Smartphone-Tracking-Daten
May 9, at 14:00

A selection from the wide range of WoM22 topics:

The WoM22 sponsors – thank you all very much!

Check out the interviews with WoM22 sponsors

exciting WoM22 topics
the "New Normal" in their companies
current trends in the insights industry

Have we really arrived at the 'New Normal' yet?

Dr. Jörg Munkes, GIM & Walter Freese, Interrogare

Read the interview in English >

❕ Sign up for free ❕
The sessions will be held in German.

May 9, at 12:00, Interrogare:
Lernen von den Besten: Was dm, Lego und Milka gemeinsam haben
May 10, at 11:00, GIM:
Weniger Fragen – mehr Wissen: experimentelle Ansätze in der Marktforschung
May 11, at 10:00, Interrogare:
Wir entschlüsseln die Kaufentscheidung am Regal - damit Sie Ihre Marken, Produkte und Preise optimieren können
May 12, at 11:00, GIM:
Lieber Wahrheit als Dichtung: 6 Goldene Regeln für 'grünes Marketing'

"Managing growth is the biggest task at the moment"

Christian Thunig (INNOFACT) and

Tanja Woppmann & Andreas Woppmann (advise)

Read the interview in English >

❕ Sign up for free ❕
The sessions will be held in German.

May 11, at 10:00, advise:
Next Step DIY – Effiziente Projektdurchführung mit advise ROBOT
May 11, at 15:00, INNOFACT:
Wenn die Kreation dem Produkt wegläuft! - Und wie man das mit dem COM@Test verhindern kann
May 12, at 14:00, advise:
Match me if you can – Mit Influencerforschung den Impact auf Marken erhöhen

"As much flexibility and autonomy as possible"

Herbert Höckel (moweb) & Dominic Fumelli (Talk Online Panel)

Read the interview in English >

❕ Sign up for free ❕

May 12, 20:00-23:00, moweb:
WeLoveResearch NRW
Live Networking Event
in Düsseldorf, Germany

Real people, real conversations, plus real catering, bar, live music – exclusive and free of charge.
Registration required!
Programme and special guests to be announced shortly.

Providers that have joined WoM22 so far (as of April 4, 2022)

Find out more >

succeet22 · Munich trade show

Book your stand and sessions

Exhibitor info for the succeet22 in-person trade show is available on our website – here.

We will be happy to advise you on all matters relating to your participation in the event. And we look forward to your booking enquiries – get in touch.