It's the end of the world as we know it
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Transcript of It's the end of the world as we know it
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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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2#ROCKNRESEARCH
VIRTUAL REALITYWELCOME TO THE VIRTUAL REALITY
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3#ROCKNRESEARCH
VIRTUAL REALITYMARRIOTT VIRTUAL TRAVEL EXPERIENCE
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4#ROCKNRESEARCH
AUGMENTED REALITYA FUSION OF THE REAL WORLD WITH THE DIGITAL WORLD
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5#ROCKNRESEARCH
AUGMENTED REALITYMICROSOFT HOLOLENS
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6#ROCKNRESEARCH
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7#ROCKNRESEARCH
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8#ROCKNRESEARCH
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9#ROCKNRESEARCH
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10#ROCKNRESEARCH
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11#ROCKNRESEARCH
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12#ROCKNRESEARCH
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13#ROCKNRESEARCH
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14#ROCKNRESEARCH
FROM DIGITAL TECHNOLOGYTO A DIGITAL SOCIETY
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15#ROCKNRESEARCH
vs.
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16#ROCKNRESEARCH
KILLED THE TV STAR?
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17#ROCKNRESEARCH
KILLED THE TV STAR?
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18#ROCKNRESEARCH
DO YOU KNOW THIS GUY?
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19#ROCKNRESEARCH
FELIX KJELLBERG aka PEWDIEPIE
36 MILLIONSUBSCRIBERS
350 MILLIONVIEWS PER MONTH
$4 MILLIONANNUAL INCOMEFROM YouTube ADVERTISING
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20#ROCKNRESEARCH
FROM
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21#ROCKNRESEARCH
CON SUMERS
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22#ROCKNRESEARCH
CON SUMING
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23#ROCKNRESEARCH
CON TENT
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24#ROCKNRESEARCH
TO
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25#ROCKNRESEARCH
CREATORS
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26#ROCKNRESEARCH
CURATORS
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27#ROCKNRESEARCH
CRITIZISERS
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28#ROCKNRESEARCH
AUDIENCES HAVE AN AUDIENCE
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29#ROCKNRESEARCH
#bendgate
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30#ROCKNRESEARCH
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31#ROCKNRESEARCH
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32#ROCKNRESEARCH
@ChristophMRX is currently not at home!
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33#ROCKNRESEARCH
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34#ROCKNRESEARCH
RESEARCH IN THE DIGITAL WORLDIMPERATIVES FOR RESEARCH IN THE DIGITAL AGE
UNDERSTAND
APPLY
ADVISE
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35#ROCKNRESEARCH
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36#ROCKNRESEARCH
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37#ROCKNRESEARCH
TARGET GROUP
TECHNOLOGYUSE CASE
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38#ROCKNRESEARCH
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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40#ROCKNRESEARCH
USUALLY WE PREFERASKING OVER OBSERVING
…is it, because we don’t trust the quality of our observations?
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41#ROCKNRESEARCH
OBSERVEASK
ACTIVE
PASSIVE
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42#ROCKNRESEARCH
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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43#ROCKNRESEARCH
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44#ROCKNRESEARCH
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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45#ROCKNRESEARCH
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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46#ROCKNRESEARCH
ADVISE\\ RESEARCH CONSULTANTS
IN A DIGITAL WORLD
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47#ROCKNRESEARCH
Return on Insight =
Return * Increased Confidence * Increased Likelihood of Acting
Investment
Diane Schmalensee und A. Dawn Lesh (2012)
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48#ROCKNRESEARCH
CONFIDENCE ACTION
Diane Schmalensee und A. Dawn Lesh (2012)
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49#ROCKNRESEARCH
IT'S THE ENDOF THE WORLD AS WE KNOW IT
AND I FEEL FINE!