Videoaufzeichnung Der tragische Disconnect zwischen Marktforschung & Psychologie?

Ist die Marktforschung, die ihren Kunden ja gerne echte „Insights“ verspricht, viel zu weit weg von der Psychologie, also der Disziplin, die genau dieses „Erleben und Verhalten der Menschen“ wissenschaftlich erforscht?

Sind die Methoden der Marktforschung demnach zu oberflächlich und die Interpretationen zu naiv? Oder liegt ihr gar eine „falsche“ Psychologie zugrunde, indem veraltete Theorien und Forschungsmethoden zum Einsatz kommen?

„Viele Theorien, die sich in der Marktforschung heute finden, sind psychologisch betrachtet längst überholt“ lautet ein aktuelles Zitat auf marktforschung.de.

Ist also etwas dran am bekannten Bonmot, die Institute seien immer auf dem Stand, auf dem ihre Gründer die Hochschule verlassen haben?

Zum Stand der Psychologie in der Marktforschung und ihrer Bedeutung zur Gewinnung echter „Insights“ diskutieren

• Florian Klaus, Director BrandPsychology und Mitglied der Geschäftsleitung bei K&A BrandResearch, der sich als Buchautor kritisch mit dem Stand der Psychologie in der Marktforschung auseinandergesetzt hat.
• Michael Schießl, Diplom-Psychologe, Gründer und Geschäftsführer von eye square, ein Institut, das nach eigener Aussage Psychologie und Technologie verbindet, um Erkenntnisse über die Human Experience zu liefern,
• Prof. Gabriele Naderer, selber über viele Jahre in der psychologischen Marktforschung aktiv und heute Dozentin für Marktpsychologie und Käuferverhalten im Studiengang Marktforschung und Konsumentenpsychologie an der Hochschule Pforzheim.

Moderator ist Prof. Horst Müller-Peters, Mitgründer und Herausgeber von marktforschung.de und zuvor Gründer und Leiter eines ebenfalls markt-psychologisch ausgerichteten Instituts.

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<u4:LsdException Locked="false" Priority="70" Name="Dark List Accent 4"/>

<u4:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 4"/>

<u4:LsdException Locked="false" Priority="72" Name="Colorful List Accent 4"/>

<u4:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 4"/>

<u4:LsdException Locked="false" Priority="60" Name="Light Shading Accent 5"/>

<u4:LsdException Locked="false" Priority="61" Name="Light List Accent 5"/>

<u4:LsdException Locked="false" Priority="62" Name="Light Grid Accent 5"/>

<u4:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 5"/>

<u4:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 5"/>

<u4:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 5"/>

<u4:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 5"/>

<u4:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 5"/>

<u4:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 5"/>

<u4:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 5"/>

<u4:LsdException Locked="false" Priority="70" Name="Dark List Accent 5"/>

<u4:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 5"/>

<u4:LsdException Locked="false" Priority="72" Name="Colorful List Accent 5"/>

<u4:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 5"/>

<u4:LsdException Locked="false" Priority="60" Name="Light Shading Accent 6"/>

<u4:LsdException Locked="false" Priority="61" Name="Light List Accent 6"/>

<u4:LsdException Locked="false" Priority="62" Name="Light Grid Accent 6"/>

<u4:LsdException Locked="false" Priority="63" Name="Medium Shading 1 Accent 6"/>

<u4:LsdException Locked="false" Priority="64" Name="Medium Shading 2 Accent 6"/>

<u4:LsdException Locked="false" Priority="65" Name="Medium List 1 Accent 6"/>

<u4:LsdException Locked="false" Priority="66" Name="Medium List 2 Accent 6"/>

<u4:LsdException Locked="false" Priority="67" Name="Medium Grid 1 Accent 6"/>

<u4:LsdException Locked="false" Priority="68" Name="Medium Grid 2 Accent 6"/>

<u4:LsdException Locked="false" Priority="69" Name="Medium Grid 3 Accent 6"/>

<u4:LsdException Locked="false" Priority="70" Name="Dark List Accent 6"/>

<u4:LsdException Locked="false" Priority="71" Name="Colorful Shading Accent 6"/>

<u4:LsdException Locked="false" Priority="72" Name="Colorful List Accent 6"/>

<u4:LsdException Locked="false" Priority="73" Name="Colorful Grid Accent 6"/>

<u4:LsdException Locked="false" Priority="19" QFormat="true" Name="Subtle Emphasis"/>

<u4:LsdException Locked="false" Priority="21" QFormat="true" Name="Intense Emphasis"/>

<u4:LsdException Locked="false" Priority="31" QFormat="true" Name="Subtle Reference"/>

<u4:LsdException Locked="false" Priority="32" QFormat="true" Name="Intense Reference"/>

<u4:LsdException Locked="false" Priority="33" QFormat="true" Name="Book Title"/>

<u4:LsdException Locked="false" Priority="37" SemiHidden="true" UnhideWhenUsed="true" Name="Bibliography"/>

<u4:LsdException Locked="false" Priority="39" SemiHidden="true" UnhideWhenUsed="true" QFormat="true" Name="TOC Heading"/>

<u4:LsdException Locked="false" Priority="41" Name="Plain Table 1"/>

<u4:LsdException Locked="false" Priority="42" Name="Plain Table 2"/>

<u4:LsdException Locked="false" Priority="43" Name="Plain Table 3"/>

<u4:LsdException Locked="false" Priority="44" Name="Plain Table 4"/>

<u4:LsdException Locked="false" Priority="45" Name="Plain Table 5"/>

<u4:LsdException Locked="false" Priority="40" Name="Grid Table Light"/>

<u4:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light"/>

<u4:LsdException Locked="false" Priority="47" Name="Grid Table 2"/>

<u4:LsdException Locked="false" Priority="48" Name="Grid Table 3"/>

<u4:LsdException Locked="false" Priority="49" Name="Grid Table 4"/>

<u4:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark"/>

<u4:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful"/>

<u4:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful"/>

<u4:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light Accent 1"/>

<u4:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 1"/>

<u4:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 1"/>

<u4:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 1"/>

<u4:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 1"/>

<u4:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful Accent 1"/>

<u4:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful Accent 1"/>

<u4:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light Accent 2"/>

<u4:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 2"/>

<u4:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 2"/>

<u4:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 2"/>

<u4:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 2"/>

<u4:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful Accent 2"/>

<u4:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful Accent 2"/>

<u4:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light Accent 3"/>

<u4:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 3"/>

<u4:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 3"/>

<u4:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 3"/>

<u4:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 3"/>

<u4:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful Accent 3"/>

<u4:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful Accent 3"/>

<u4:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light Accent 4"/>

<u4:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 4"/>

<u4:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 4"/>

<u4:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 4"/>

<u4:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 4"/>

<u4:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful Accent 4"/>

<u4:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful Accent 4"/>

<u4:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light Accent 5"/>

<u4:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 5"/>

<u4:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 5"/>

<u4:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 5"/>

<u4:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 5"/>

<u4:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful Accent 5"/>

<u4:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful Accent 5"/>

<u4:LsdException Locked="false" Priority="46" Name="Grid Table 1 Light Accent 6"/>

<u4:LsdException Locked="false" Priority="47" Name="Grid Table 2 Accent 6"/>

<u4:LsdException Locked="false" Priority="48" Name="Grid Table 3 Accent 6"/>

<u4:LsdException Locked="false" Priority="49" Name="Grid Table 4 Accent 6"/>

<u4:LsdException Locked="false" Priority="50" Name="Grid Table 5 Dark Accent 6"/>

<u4:LsdException Locked="false" Priority="51" Name="Grid Table 6 Colorful Accent 6"/>

<u4:LsdException Locked="false" Priority="52" Name="Grid Table 7 Colorful Accent 6"/>

<u4:LsdException Locked="false" Priority="46" Name="List Table 1 Light"/>

<u4:LsdException Locked="false" Priority="47" Name="List Table 2"/>

<u4:LsdException Locked="false" Priority="48" Name="List Table 3"/>

<u4:LsdException Locked="false" Priority="49" Name="List Table 4"/>

<u4:LsdException Locked="false" Priority="50" Name="List Table 5 Dark"/>

<u4:LsdException Locked="false" Priority="51" Name="List Table 6 Colorful"/>

<u4:LsdException Locked="false" Priority="52" Name="List Table 7 Colorful"/>

<u4:LsdException Locked="false" Priority="46" Name="List Table 1 Light Accent 1"/>

<u4:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 1"/>

<u4:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 1"/>

<u4:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 1"/>

<u4:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 1"/>

<u4:LsdException Locked="false" Priority="51" Name="List Table 6 Colorful Accent 1"/>

<u4:LsdException Locked="false" Priority="52" Name="List Table 7 Colorful Accent 1"/>

<u4:LsdException Locked="false" Priority="46" Name="List Table 1 Light Accent 2"/>

<u4:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 2"/>

<u4:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 2"/>

<u4:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 2"/>

<u4:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 2"/>

<u4:LsdException Locked="false" Priority="51" Name="List Table 6 Colorful Accent 2"/>

<u4:LsdException Locked="false" Priority="52" Name="List Table 7 Colorful Accent 2"/>

<u4:LsdException Locked="false" Priority="46" Name="List Table 1 Light Accent 3"/>

<u4:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 3"/>

<u4:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 3"/>

<u4:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 3"/>

<u4:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 3"/>

<u4:LsdException Locked="false" Priority="51" Name="List Table 6 Colorful Accent 3"/>

<u4:LsdException Locked="false" Priority="52" Name="List Table 7 Colorful Accent 3"/>

<u4:LsdException Locked="false" Priority="46" Name="List Table 1 Light Accent 4"/>

<u4:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 4"/>

<u4:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 4"/>

<u4:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 4"/>

<u4:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 4"/>

<u4:LsdException Locked="false" Priority="51" Name="List Table 6 Colorful Accent 4"/>

<u4:LsdException Locked="false" Priority="52" Name="List Table 7 Colorful Accent 4"/>

<u4:LsdException Locked="false" Priority="46" Name="List Table 1 Light Accent 5"/>

<u4:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 5"/>

<u4:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 5"/>

<u4:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 5"/>

<u4:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 5"/>

<u4:LsdException Locked="false" Priority="51" Name="List Table 6 Colorful Accent 5"/>

<u4:LsdException Locked="false" Priority="52" Name="List Table 7 Colorful Accent 5"/>

<u4:LsdException Locked="false" Priority="46" Name="List Table 1 Light Accent 6"/>

<u4:LsdException Locked="false" Priority="47" Name="List Table 2 Accent 6"/>

<u4:LsdException Locked="false" Priority="48" Name="List Table 3 Accent 6"/>

<u4:LsdException Locked="false" Priority="49" Name="List Table 4 Accent 6"/>

<u4:LsdException Locked="false" Priority="50" Name="List Table 5 Dark Accent 6"/>

<u4:LsdException Locked="false" Priority="51" Name="List Table 6 Colorful Accent 6"/>

<u4:LsdException Locked="false" Priority="52" Name="List Table 7 Colorful Accent 6"/>

</u4:LatentStyles>

</xml>