News & other interesting stuff

The current Schöttmer Flashvote #15 documents current cooking habits.

Here is a brief overview of the results of the latest Schöttmer Flashvote #15/2021.

or download the paper

In our 2021 user study, we at the Schöttmer Institute in Hamburg have, in keeping with our credo "Experience. Understand. Knowledge." investigated the phenomenon of TikTok.

Please read more on marktforschung.de or in our study summary

What will happen when we can actually breathe again and thoughts become freer? What will happen to what we have saved?

Please read our management summary flashvote#13

As a Senior Research Specialist with many years of experience at the IJF Institute for Youth Research (Roland Berger Group), AC Nielsen, Partner Research and others in Munich and Hamburg, she supports us in the qualitative and quantitative field with a focus on FMCG.

If you have any questions, simply call/ email to:

Susanne Schöttmer, Managing Director
susanne.schoettmer (at) schoettmer.de , +49 40 309662 30

Management Summary available for download now.

More information: susanne.schoettmer (at) schoettmer.de , +49 40 309662 30

If you don't want to take your eyes and ear off the market right now, to be new to the market quickly and strengthened as soon as the everyday lifes re-start again: we're here!

Thanks to social networks and digital infrastructure, we are able to set up interviews, group discussion and other methods digitally - up to complex quantitative concept-use test even with home use (then as i-HUT) – as long as useful / necessary even without face contact. If you are unsure whether your topic will be heard during this time and if it is possible to do research about it, we will be happy to figure this out together.

And our current experience is: People love to change subject at least from time to time, talk about something else than Corona!

More information: susanne.schoettmer (at) schoettmer.de , +49 40 309662 30

2. Brands must take an inner stance, provide attitude – shitstorms included.

3. Brands are no longer a "lighthouse", they have to make the customer shine themselves.

More information: hans.schoettmer (at) schoettmer.de , +49 40 309662 20

* Platform * Purpose * Passion * Play

"Platform" describes the fact that modern products, for example, do not (only) consist of a thing that can be physically acquired, but open a door to a platform on which one enters a new, complex product service world. An Apple device is the door to the Apple "world," the platform on which seemingly all life can take place. The user benefit lies on a completely different level than on the level of the technical solution.

"Purpose" describes the growing pressure to legitimize, the question of the position in the background. Behind this is the fact that by using the product / service one is not exposed as a "pest" (air pest, polluter, client of antisocial and unethical productions etc.), but wants to make sure that one has made a comprehensively "good" choice.

"Passion" is the passion that drives the offer and that you want to feel. It becomes visible, for example, in emotionally charged claims that put the benefit, the feeling in context more in the foreground than the actual benefit. The energy (marketing technically) from the offer speaks, is to be transferred to the user.

And "Play" stands for the fact that brand management is elementarily important in the world of Gen Y and Z through playful, entertaining, joyful elements. Small entertaining episodes instead of tedious stories told by a brand. Playful special editions, cooperations with unusual partners, games, competitions, gadgets, presentations, events, all these are touchpoints with the brand that should be designed in such a way that they contribute to the brand.

What remains with all the digitality is that it is people who are both at the beginning of a process and at the end (of the individual loops, because an effective end to the relationship is not desired today ...). And in between, people flip the switch and decide in which direction the marketing is directed. In one direction or the other.

If it is unclear in which direction the switch should be moved, the AI should be programmed, the observation and questioning of current and potential customers (people!) at the end of the marketing chain is a good idea. Even with the newest, most experienced, most complex AI - as experience shows after several years of total AI euphoria - it is after all experienced people who give and decide substantial, visionary and opportunity-oriented advice.

On the advisor's side, good humanoid market researchers are valuable because they are not limited to digitally recordable data and their analysis, but complement them with unbeatable common sense and the joy of thinking.

* see also "The Internet requires new marketing" by Horst Wildemann, Professor at the Technical University of Munich, published in the Frankfurter Allgemeine Zeitung of 7 October 2019.

Article for download

Link to Marktforschung.de