Big data, social media and the competition from the internet giants Facebook & Co. challenge market research companies. In the specialist book “Zukunft der Marktforschung”, renowned experts describe how it is possible not only to adapt to the market, but also to be ahead again. Knowledge and experience from market research institutes, marketing and communication agencies, scientific institutions and business practice are presented in a practice-oriented manner. The first edition had already established itself as a standard work for the industry, and now the second, updated version is available.
With Thorsten Unger and Hans-Werner Klein, there are two experts at the same time wegesrand-Group represented among the authors.
Co-editor Hans-Werner Klein, data scientist and scientific director of the consultant network wegesrand shows how a consistent analysis of one's own processes and competencies can lay the foundation for successful digitization: The goals of modern quantitative and qualitative market research have always been knowledge, knowledge transfer and recommendations for action. If the database is correct, and market researchers are experts with decades of experience, then it is also possible to gain information, knowledge and very often the wisdom for making the right decisions from data. From Klein's point of view, the most important benefit of market research is "advice, the ability to seamlessly support a client in dialogue with the acquisition and use of the results."
Digital pioneer Thorsten Unger, CEO of , describes how the use of games can be developed into an important instrument of modern market research wegesrand. He shows the potential of computer games as a data generator for digital market research and makes it clear that with an effective conception as a key success factor - but also by addressing the play instinct, authentic and imperceptible data collection in the sense of market research is possible. Unger knows: The successful methods and mechanisms from the gaming world pave the way into people's world of thought, be it in the area of easier learning or the easy and pleasant design of survey instruments.
future of market research. Opportunities for development in times of social media and big data
(Springer Gabler, Wiesbaden, 2nd edition, 2019)
Editors: Bernhard Keller, Hans-Werner Klein, Stefan Tuschl
With contributions from the experts wegesrand Group