The entrenched mentality in market research is ancient history. Today, there is a more than friendly interest in the methods of the other side. The In-depth Implicit Research conference at the Berlin University of the Arts (UdK)

on 6 November showed what results market researchers can achieve if they link psychology and technology.

The breakthrough to new integrative market research

The basic topic for the conference: it is exactly in times like these with new and trailblazing trends that companies need high-quality focused insights rather than fragmented and cumbersome volumes of data, in order to really understand customer behaviour and market developments. concept m, the first address for psychological market research, organised the congress together with the Berlin market research institute eye-square, specialists in implicit measurement, and the Institute of Communication at UdK.

The papers covered a broad range of pioneering combinations of in-depth depth psychology and implicit measurement. In a keynote paper, Dirk Ziems and Michael Shiessl presented case studies on brands in the automotive sector showing that combining the methodologies achieved an unparallelled depth of results, with the practical added value of arriving at new and precise product and brand strategies. Thomas Ebenfeld and Felix Metger presented a case study on the effect of packaging in which the qualitative-psychological insights were expanded and deepened with electronic eye-tracking on pharmacy shelves.

In-depth implicit research is in vogue

Why is integrated in-depth implicit research in vogue? The conference included a review of the key background reasons for this. Rochus Winkler and Marco Ottawa (Telekom) spoke about their current study on the new professional requirements for market researchers. The tenor of their paper was that the self-image of market researchers is currently undergoing a major transformation, with the need for a new type of market researcher who integrates methodologies undogmatically and pragmatically into the marketing process.

The conference programme was completed by other themes. Dirk Ziems and Nadine Sawinski (Initiative Media) explored the special demands on consumption of Generation Y under the title “No story, no brand”. Robert Müller (University of the Arts) delivered a scientific paper rich in sources on the leading human images which determine the marketing and communication process.

“Deeper, faster – that could be the slogan of our meeting,” as Prof. Schulz summed up at the end of the day. What he meant by this was the unusual combination of quantitative and qualitative research. Instead of exchanges across a fence, the meeting was a new and virtually unparallelled assembly – genuine collaboration, rather than a client-contractor relationship. Schulz: “From symbolic orientation through the Chinese zodiac to the languages of product packaging and the history of insurance cover to failure at the gate of hell – ‘In-depth Implicit’ has taken us through a wide range of content, and left us with some deeper confusions and questions. So far, only one thing is certain. Faster and deeper applies to us too – and the work goes on next year.”

This matched the conclusion of many participants. A thoroughly successful conference, with content, substance and a clear common theme. In-depth Implicit Research 2015 broke new ground and revealed practical perspectives for innovative market research. We look forward with keen anticipation to the next conference next year.

Anyone wanting more information on the event should contact thomas.fuhrmann@conceptm.eu. The papers were recorded and excerpts will be made available shortly.

Prof. Jürgen Schulz, Dirk Ziems and Michael Schiessl of the host organisations UdK, concept m and eye-square

Thomas Ebenfeld talks about the right packaging strategy

Rochus Winkler (l.) in relaxed conversation

Robert Müller (UdK) on human images in advertising

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