New Segmentation Approach based on our Product Experience Model
Spiegel Institut Mannheim has developed a new consumer typology for market segmentation based on an innovative approach. The basis for this segmentation constitutes the Product Experience Model, also developed by us, which initially directs attention to products. Within the scope of this model it comes down to how a product is classified with regard to a variety of domains. These domains are functionality, practicality, interaction, emotionality, status and effectiveness. Aside from that,...
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To know about it does not mean using it: Phenomena in internet-based social networks.
A recent survey by Spiegel Institut Mannheim covered social networks and internet communities, reasons for professional use and users’ strategies to protect personal data.
In March 2010 Spiegel Institut Mannheim conducted an online survey with 402 internet users between ages 18 to 65. Main objectives were knowledge and awareness of networks, usage of networks, specific reasons for professional use and users’ strategies to protect one’s own personal data.
A total of 16...
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Do you know the meaning of the red light flashing on your dash?
Closing the gap between consumer and engineer thinking.
A study recently conducted among car drivers in Germany demonstrates impressively how important it is to close the gap between the manufacturers’ and engineers’ ideas and intentions and the consumers’ perception by appropriate market research approaches.
Warning lights and control lamps inside the car have a long tradition. Manufacturers assume that consumers grew up with the meaning of these control lamps and...
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Key issues in the Automotive Industry
Results of two surveys - conducted in January and July 2009 by Spiegel Institut Mannheim
We were curious about expert opinions on current key issues concerning the development of Germany´s automotive industry. Therefore we carried out a computer-aided two-minute interview with attendees of the 9th CAR-Symposium, RuhrCongress Bochum in January 2009.
In July all participants were recontacted and asked to fill in an online questionnaire containing similar questions. Participants of the...
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Love affairs between brands?
Birds of a feather flock together – this applies to humans as well as to brand philosophy. In a current consumer study Spiegel Institut Mannheim closely examined the degree of sympathy among several brands and revealed that throughout a wide product range strong brands have a similar great appeal to consumers.
Aiming to reveal the degree of sympathy of brands and the interrelations concerning their sympathy, Spiegel Institut conducted a nationwide online-survey, in which 441 men and...
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