Glass is the psyche of the web user
New Internet research by Igem and Blue Eyes Marketing provides greater transparency for advertisers
New Internet research from Igem and Blue Eyes Marketing provides more transparency for advertisersBy Daniel Schifferle Psychographic and qualitative segmentation is making its way into Swiss Internet research. The tool launched by the Interessengemeinschaft elektronische Medien (Igem) and Blue Eyes Marketing is to be promoted for offline market research at the same time.
Internet studies are becoming more differentiated. Just last week, Nielsen/Netratings presented work panels for the first time, which record Internet use in the workplace (WW 29/02). Now Igem, together with Lucerne-based Blue Eyes Marketing, is launching a strategy tool for online advertising that is the first standardized Internet research to include psychographics.
The aim is to remedy a shortcoming of the purely quantitative research conducted to date, which only records reach but does not provide any information on the qualitative characteristics of users. The tool with the promising name Bluemind was initiated by Igem, whose internal "Internet Research" working group launched the project around a year ago. Blue Eyes Marketing, run by former Demoscope researcher Markus Britschgi, was brought on board as a partner. The Lucerne-based company, which was founded around one and a half years ago, specializes in psychographic, qualitative and quantitative market research. The Klosters-based software company Datavision AG, whose core competence lies in the field of software and programming for psychographic market research, is also involved.
Psychographic test especially for online evaluation
Bluemind will analyze visitors to the participating websites at regular intervals from October. In addition to the psychographic characteristics, the tool will also determine the socio-demographic characteristics, interests, media behavior and advertising attention of the site visitors.
Customers receive the evaluations electronically and the results are supplied in visualized form. A model in the form of an octagon is used to present the psychographic data (see illustration). This initially shows three axes: "Change (innovation) versus Roots (persistence)", "Extraversion versus Intraversion" and "Rationality versus Emotionality".
"As we gain more experience, we will add further axes over time," announces Britschgi. For example, an additional dimension with the characteristics "ecologically oriented versus not ecologically oriented" is conceivable.
What is particularly new about Bluemind is the method used to survey users' attitudes and psychological characteristics. To enable these values to be recorded online, Bluemind uses a self-designed image test. A total of 18 test images have to be evaluated. "This is a time-saving method. In addition, the respondents are additionally motivated to keep taking the test until the end thanks to the visual variety," says Britschgi.
Bluemind's rates are well below the usual costs for Internet research (see also interview). The inclusion of a website costs 4,000 francs, for each additional site from the same provider this amount is reduced to 900 francs. For online access to the data records, customers pay CHF 1,000 or CHF 500 if they are also represented with one or more sites in the Bluemind panel. There is also a special discount on login fees for Igem members. They only pay half the price.
Despite the low price offer, the question arises as to whether the new tool will meet demand. "At the moment, customers are turning away when it comes to the Internet," says Peter Döbeli, co-owner of media agency Konnex AG. "Nevertheless, any new planning tool that creates additional transparency is welcome. Even if it's not used much at the moment," he adds.
Internet studies are becoming more differentiated. Just last week, Nielsen/Netratings presented work panels for the first time, which record Internet use in the workplace (WW 29/02). Now Igem, together with Lucerne-based Blue Eyes Marketing, is launching a strategy tool for online advertising that is the first standardized Internet research to include psychographics.
The aim is to remedy a shortcoming of the purely quantitative research conducted to date, which only records reach but does not provide any information on the qualitative characteristics of users. The tool with the promising name Bluemind was initiated by Igem, whose internal "Internet Research" working group launched the project around a year ago. Blue Eyes Marketing, run by former Demoscope researcher Markus Britschgi, was brought on board as a partner. The Lucerne-based company, which was founded around one and a half years ago, specializes in psychographic, qualitative and quantitative market research. The Klosters-based software company Datavision AG, whose core competence lies in the field of software and programming for psychographic market research, is also involved.
Psychographic test especially for online evaluation
Bluemind will analyze visitors to the participating websites at regular intervals from October. In addition to the psychographic characteristics, the tool will also determine the socio-demographic characteristics, interests, media behavior and advertising attention of the site visitors.
Customers receive the evaluations electronically and the results are supplied in visualized form. A model in the form of an octagon is used to present the psychographic data (see illustration). This initially shows three axes: "Change (innovation) versus Roots (persistence)", "Extraversion versus Intraversion" and "Rationality versus Emotionality".
"As we gain more experience, we will add further axes over time," announces Britschgi. For example, an additional dimension with the characteristics "ecologically oriented versus not ecologically oriented" is conceivable.
What is particularly new about Bluemind is the method used to survey users' attitudes and psychological characteristics. To enable these values to be recorded online, Bluemind uses a self-designed image test. A total of 18 test images have to be evaluated. "This is a time-saving method. In addition, the respondents are additionally motivated to keep taking the test until the end thanks to the visual variety," says Britschgi.
Bluemind's rates are well below the usual costs for Internet research (see also interview). The inclusion of a website costs 4,000 francs, for each additional site from the same provider this amount is reduced to 900 francs. For online access to the data records, customers pay CHF 1,000 or CHF 500 if they are also represented with one or more sites in the Bluemind panel. There is also a special discount on login fees for Igem members. They only pay half the price.
Despite the low price offer, the question arises as to whether the new tool will meet demand. "At the moment, customers are turning away when it comes to the Internet," says Peter Döbeli, co-owner of media agency Konnex AG. "Nevertheless, any new planning tool that creates additional transparency is welcome. Even if it's not used much at the moment," he adds.
