Germany

German marketing, consumers & brands

Germany


Volker Bilgram, Dorothée Stadler and Gabriele Stahl, ESOMAR, Qualitative, November 2014

This paper explains how online market research communities can be used by companies for product development into the often under-delivered post-processing phase.


Ruthie Brandman and Christiane Schmitz-Trebeljahr, ESOMAR, Qualitative, November 2014

This paper explains how Cognitive Interview (CI) can be applied to qualitative market research, using examples from Germany, Israel and the US which generated insights on the detailed perceptions of a retail environment.


Klaus Berkensträter and Christine Schaper, ESOMAR, Qualitative, November 2014

This paper explains how Deutsche Bahn (DB), the German national rail provider, developed focus groups in a scenario close to real life.


Nina Keller and Sebastian Prassek, ESOMAR, Qualitative, November 2014

This paper describes the effects and benefits of games in qualitative research, including increased engagement and better quality insights, using an example of research by German bank ING-DiBa to uncover new customer insights.


Gordon Euchler and Daniela Hofmann, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2014

This case study demonstrates how Deutsche Telekom, the telecommunications network, showcased its mobile internet offering in order to grow market share in Germany.


MMA Smarties, Bronze, MMA Smarties, 2014

This case study describes how Procter & Gamble developed an interactive smartphone app to promote effective brushing behaviour and technique among users of its Oral-B electric toothbrush.


Warc News, 16 September 2014
COLOGNE: Brands are not in the publishing business and those who believe that 'content is king' are missing the point, a leading industry executive has argued."Content is an enabler to what is king," said Tom Buday, global head of marketing at Nestlé.

Warc News, 10 September 2014
COLOGNE: Nearly 5% of all internet users now employ adblocking software, according to a new report which suggests it has become mainstream following a surge in installations over the past 12 months.Adblocking Goes Mainstream, a joint study from PageF.

Warc News, 26 August 2014
PARIS/BERLIN: Leading German car marques have become victims of their own success, as the likes of BMW, Audi and Mercedes-Benz have been drawn into a sales war that could undermine their brand image and create opportunities for new challengers."The G.

WARC RECOMMENDS


CASE STUDY

Chill Out: Pencil Case

Raising awareness via a tightly-targeted DM pack


RESEARCH PAPER

AUTO BILD barometer

Europe's biggest auto magazine on car connectivity


ARTICLE FOCUS

Letter from Berlin

Why being rational is key to marketing in Germany


CASE STUDY

Initiative Vermisste Kinder

Finding missing children – with help from Bayern Munich