"The internet crisis was part of our motivation"
Markus Britschgi defends himself against accusations of copying
Markus Britschgi defends himself against accusations of copyingWith his psychographic test, former Demoscope researcher Markus Britschgi wants to go on the offensive, and not just in Internet research. If nobody wants to advertise on the Internet, there is hardly any demand for additional research. Hasn't Bluemind come at the worst possible time?
Markus Britschgi: Not at all. The crisis of the Internet was a major part of our motivation for launching Bluemind now. Internet offerings cannot sell themselves convincingly enough to the advertising industry because they don't have any suitable research tools. The figures reported today are of no interest to advertisers because they say too little about the target group. Online advertising has a future, but it needs more differentiated research.
But the sites don't have the money for expensive research at the moment. Have you done the math without your customers?
Britschgi: A lot of persuasion is now needed to convince website operators that they have more opportunities in the advertising market with Bluemind. As far as costs are concerned, we are extremely inexpensive. An online test on this scale used to cost a site operator between 8,000 and 9,000 francs. Together with the Igem offer, you can get it from us for half that price. I am convinced that the others will follow suit as soon as some sites join in, otherwise they would quickly lose competitiveness.
How many sites do you need to launch the tool and cover your costs?
Britschgi: We should have twenty sites for the first wave in October. That would be my dream. But of course that's the case: The more people take part, the more interesting it gets. Only with an appropriate selection of sites does the comparison make sense. Bluemind would be able to cover its costs with around 30 participating sites. But our ideas go further. We want to export the tool to Germany as soon as possible, and we are already talking to interested parties about this. The special thing about our psychographic test is that it can be used for any kind of market research. No matter which institute is conducting the study.
Other market research institutes will be less than pleased with the new competition. What distinguishes Bluemind from Demoscope-Marketradar, which you worked for until a year and a half ago?
Britschgi: Bluemind is a completely new product, with a completely different approach to that of Demoscope. We are pursuing two main goals: The online suitability and the free usability of our tool that I just mentioned. Admittedly, there are also parallels with other market research. But this has nothing to do with copying. All studies with psychographic segmentation are similar in a certain sense, that is the nature of the approach.
What special effect do you expect Bluemind to have on Internet advertising?
Britschgi: When the first wave of Bluemind comes through next November, there won't be an advertising boom on the Internet. We realize that too. But our tool makes the target groups on the Internet transparent, and that is a necessary first step so that the Internet can be used in a targeted and efficient manner.
Interview: Daniel Schifferle
Markus Britschgi: Not at all. The crisis of the Internet was a major part of our motivation for launching Bluemind now. Internet offerings cannot sell themselves convincingly enough to the advertising industry because they don't have any suitable research tools. The figures reported today are of no interest to advertisers because they say too little about the target group. Online advertising has a future, but it needs more differentiated research.
But the sites don't have the money for expensive research at the moment. Have you done the math without your customers?
Britschgi: A lot of persuasion is now needed to convince website operators that they have more opportunities in the advertising market with Bluemind. As far as costs are concerned, we are extremely inexpensive. An online test on this scale used to cost a site operator between 8,000 and 9,000 francs. Together with the Igem offer, you can get it from us for half that price. I am convinced that the others will follow suit as soon as some sites join in, otherwise they would quickly lose competitiveness.
How many sites do you need to launch the tool and cover your costs?
Britschgi: We should have twenty sites for the first wave in October. That would be my dream. But of course that's the case: The more people take part, the more interesting it gets. Only with an appropriate selection of sites does the comparison make sense. Bluemind would be able to cover its costs with around 30 participating sites. But our ideas go further. We want to export the tool to Germany as soon as possible, and we are already talking to interested parties about this. The special thing about our psychographic test is that it can be used for any kind of market research. No matter which institute is conducting the study.
Other market research institutes will be less than pleased with the new competition. What distinguishes Bluemind from Demoscope-Marketradar, which you worked for until a year and a half ago?
Britschgi: Bluemind is a completely new product, with a completely different approach to that of Demoscope. We are pursuing two main goals: The online suitability and the free usability of our tool that I just mentioned. Admittedly, there are also parallels with other market research. But this has nothing to do with copying. All studies with psychographic segmentation are similar in a certain sense, that is the nature of the approach.
What special effect do you expect Bluemind to have on Internet advertising?
Britschgi: When the first wave of Bluemind comes through next November, there won't be an advertising boom on the Internet. We realize that too. But our tool makes the target groups on the Internet transparent, and that is a necessary first step so that the Internet can be used in a targeted and efficient manner.
Interview: Daniel Schifferle
