IT‘S THE END OF THE WORLD AS WE KNOW ITCHANGES IN THE DIGITAL LANDSCAPE AND HOW RESEARCH CAN RESPOND
CHRISTOPH IRMER & FLORIAN TRESS – ROCK‘N RESEARCH EUROPEAN TOUR 2015
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VIRTUAL REALITYWELCOME TO THE VIRTUAL REALITY
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VIRTUAL REALITYMARRIOTT VIRTUAL TRAVEL EXPERIENCE
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AUGMENTED REALITYA FUSION OF THE REAL WORLD WITH THE DIGITAL WORLD
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AUGMENTED REALITYMICROSOFT HOLOLENS
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FROM DIGITAL TECHNOLOGYTO A DIGITAL SOCIETY
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vs.
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KILLED THE TV STAR?
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KILLED THE TV STAR?
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DO YOU KNOW THIS GUY?
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FELIX KJELLBERG aka PEWDIEPIE
36 MILLIONSUBSCRIBERS
350 MILLIONVIEWS PER MONTH
$4 MILLIONANNUAL INCOMEFROM YouTube ADVERTISING
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FROM
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CON SUMERS
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CON SUMING
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CON TENT
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TO
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CREATORS
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CURATORS
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CRITIZISERS
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AUDIENCES HAVE AN AUDIENCE
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#bendgate
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@ChristophMRX is currently not at home!
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RESEARCH IN THE DIGITAL WORLDIMPERATIVES FOR RESEARCH IN THE DIGITAL AGE
UNDERSTAND
APPLY
ADVISE
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TARGET GROUP
TECHNOLOGYUSE CASE
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AUTOMATIONCUSTOMIZATION
WORK
POPULATION
EDUCATION
CREATION
CURATION
COMMUNICATION
DEVICES?IS THERE A
TREND
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THE METHODNEEDS TO BE SUITABLE FOR
THE SUBJECT
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USUALLY WE PREFERASKING OVER OBSERVING
…is it, because we don’t trust the quality of our observations?
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OBSERVEASK
ACTIVE
PASSIVE
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Mobile Sampling
Mobile Data Collection
Mobile Qualitative
Cookie Tracking
Neuroscience
In Depth Interviews
Focus Groups
F2F
CATIOwn Website
User Data
Own App User Data
Own CRM Data
Social Media
Public Data Open Data
Customer Panel / Community
Survey with panel sample
Survey with external sample
MROCs
Online Focus Groups
Mobile
Behav.
Trad
itiona
l
External
Online
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Mobile Sampling
Mobile Data Collection
Mobile Qualitative
Cookie Tracking
Neuroscience
In Depth Interviews
Focus Groups
F2F
CATIOwn Website
User Data
Own App User Data
Own CRM Data
Social Media
Public Data Open Data
Customer Panel / Community
Survey with panel sample
Survey with external sample
MROCs
Online Focus Groups
Mobile
Behav.
Trad
itiona
l
External
Online
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360° validation ofwebsite audience
further profiling studies with website audience
on demand
additional information for sales of ad spaces
differentiation from competition
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ADVISE\\ RESEARCH CONSULTANTS
IN A DIGITAL WORLD
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Return on Insight =
Return * Increased Confidence * Increased Likelihood of Acting
Investment
Diane Schmalensee und A. Dawn Lesh (2012)
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CONFIDENCE ACTION
Diane Schmalensee und A. Dawn Lesh (2012)
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IT'S THE ENDOF THE WORLD AS WE KNOW IT
AND I FEEL FINE!