Publications
Schallner, R., & Kaiser, C. (2019). Mobile Detection of Visual Brand Touchpoints. Proceedings of the 21st General Online Research Conference, Cologne, Germany.
2019
Mobile Detection of Visual Brand Touchpoints
Abstract:
Consumers encounter contacts with brands frequently in everyday life: when opening the refrigerator, passing billboards on a tram ride, viewing ads in print/TV/online media, etc. Measuring such brand touchpoints can both be a valuable feedback channel for marketing and a great source for market research. However, measuring all touchpoints of a single consumer requires many sources and often only delivers incomplete or indirect data. We address the question of how visual brand touchpoints can be measured with a single-source approach and we compare our results to a traditional questionnaire.
Authors
- Dr. Carolin Kaiser, Head of Artificial Intelligence, NIM, carolin.kaiser@nim.org
Contact
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