Peter Krause

Co-Founder and Managing Director at aimpower GmbH, Lecturer at Wiesbaden Business School.

[Peter Krause @peterkrause]

@philbarden @philbarden That does sound familiar :) I confess: my day was ruined, too!

[Peter Krause @peterkrause]

Yes, time to get nervous :)

[aimpower @aimpower_gmbh]

AI is capable of writing copy for you in seconds - presented by @CognitiveTwo of @Neuro_Flash and Dr. Steffen Schmidt (LINK Marketing Services). Optimizing slogans, headlines, subject lines etc. Advertising traditionalists in the audience get nervous. #WWG21

[Peter Krause @peterkrause]

As David Ogilvy said: „The customer is not a moron (she‘s your wife)“. Consumers are sensible for what‘s happening around them. #WWG21

[aimpower @aimpower_gmbh]

@rheingoldkoeln and FAW present interesting findings from a recent research study on OOH in the „new normal“, influenced by COVID effects. „Empty OOH placements tell the consumer: your hood is not valuable enough for brands.“ #WWG21 //pkr

[Peter Krause @peterkrause]

Great approach to evaluate invests in influencer marketing. #Insights21

[aimpower @aimpower_gmbh]

Our colleague Johannes Schneider from DECODE and Andrea Wielpütz from congstar showcase how implicit research methodologies (launched via the @quantilope platform) help to assess influencer-brand-fit. With two key metrics: fit and change potential. #Insights21 // pkr

[Peter Krause @peterkrause]

Interesting approach to avoid comparing apples to oranges… #WWG21

[aimpower @aimpower_gmbh]

According to Dirk Ziems (@conceptm_ ) and Dr. Steffen Egner (MediaAnalyzer) there are nine persuasion archetypes for tv spots (BUZZ!Types). Used for integrated qual-quant pre-testing and benchmarking within an archetype. #WWG21 //pkr

[Peter Krause @peterkrause]

Brands need to excel at category entry points and to reach a high mental market share. #WWG21

[aimpower @aimpower_gmbh]

Dr. Martin Bergmann (Beiersdorf), Alexander Falser (Tchibo) and Stephan Knaeble (@dvjinsights) explain how penetration is formed by physical (presence, relevance, prominence) AND mental availability (mental reach, anchoring, emotional priming & relevance). #WWG21

[Peter Krause @peterkrause]

Great example of a long-term client-supplier relationship (> 11 years) and agile sprint-like processes. #Insights21 #Telekom

[aimpower @aimpower_gmbh]

Telekom’s Imcke Gribbohm and september’s Carmen Schenkel present how agile consumer-centric tools help to understand and to optimize ad performance - along the 3 criteria Liking, Relevance, Cognitive Effort. Results in 24h. Show-cased with a radio spot - good stuff! #Insights21

[Peter Krause @peterkrause]

Go, Koreans! Booo, Europeans! ;-) #Insights21

[aimpower @aimpower_gmbh]

Culture matters in UX: Europeans need more attempts and take longer to find orientation when asked to perform a specific task on mobile phones - vs. Koreans. Koreans are up to 5 times faster. Says Carina de López from @eyesquare . #Insights21

[Peter Krause @peterkrause]

The recipe for long-term brand building on Facebook and Insta. #WWK21

[aimpower @aimpower_gmbh]

What‘s important for long-term brand building on Facebook? Visibility (broad reach, consistency, persistency), Connection (meaningful experiences, compelling creatives) and Discovery (personalized offering). Says Facebook‘s research presented by Konstanze Fichtner. #WWK21 // pkr

[aimpower @aimpower_gmbh]

SevenOne Media‘s Guido Modenbach argues in favor of looking deep into the impact that advertising has on consumers, instead of just counting ad recall yes/no. The ‚what’ being more important than the ‚if’. I tend to agree :) #WWG21 // pkr

[Peter Krause @peterkrause]

Advantage Leifheit: They found a way to keep production costs low. #WWG21

[aimpower @aimpower_gmbh]

„We prefer to test the final version of a TVC (and not concepts or animatics)“, says Henner Rische, Leifheit CEO. He‘s seen quite a few examples where concept tests were great, but the final version performed poorly in tests. #WWG21

[Peter Krause @peterkrause]

Yes, I‘m here! :)

[aimpower @aimpower_gmbh]

Incredible - finally we‘re back at real-life conferences! Today @peterkrause and Julia Saswito checked in at Werbewirkungsgipfel and planung&analyse insights in Frankfurt. #wwg21 #insights21

[Peter Krause @peterkrause]

My colleague @philbarden recently checked in at the "Call to Action" podcast. Excellent stuff to dive into the world of decision science and the drives of human behaviour. Grab you headphones and listen at https://t.co/KrRlfvsMPs . #DECODE

[aimpower @aimpower_gmbh]

Natalia Lumpkin of Mars Petcare and @TugceBulut of @streetbees let the dogs out with their PEGGY platform. #AI included. It delivers many more insights to the business than before. #BeyondTheSurvey #iiex

[aimpower @aimpower_gmbh]

‚Only real trade-offs will bring real behavioural data to the surface‘, Anouar says. For him, that‘s the inevitable future of behavioural research. More skin! #iiex

[aimpower @aimpower_gmbh]

Emilie Boutes Eberly interviews Matt Michaud (both from @PRSINVIVO ) on the evolution of qualitative research. The brought Ramsey Bolton along ;) Quant vs. Qual - a fight club? Matt says: put behaviour first to make the most of the time you have with the consumer. #iiex

[aimpower @aimpower_gmbh]

Patricia Ika Mutiarra (IFF) and Richard Heath (Blue Yonder Research) point out that liking does not equal wanting (at least not in fragrance). They used Clickscape‘s 2click button for research in the real world. #iiex

[aimpower @aimpower_gmbh]

Day One and Phebi are using voice tech and #AI for surveys. They say: richer responses, better experiences, identifiable emotion, predictable behaviour, gender identification etc. #iiex

[Peter Krause @peterkrause]

Excellent job, @philbarden ! :)

[aimpower @aimpower_gmbh]

Here‘s @philbarden of our friends from #DECODE showcasing how #AI enables brand teams at @otto_de to efficiently manage their assets to obtain brand consistency . And to bring a new positioning to life. #iiex

[aimpower @aimpower_gmbh]

Jack Wilson of @2CV praises the power of voice in and for research. It‘s quite natural, is able to capture also sensitive subjects, works well OOH and also with hard-to-reach audiences. Plus: Speech2Text makes it easy to process (fill in #AI here). #iiex