Publications
To Suggested Citation
Suggested Citation
Schallner, R., & Kaiser, C. (2019). Mobile Detection of Visual Brand Touchpoints. Proceedings of the 21st General Online Research Conference, Cologne, Germany.
Year
2019
Authors
Dr. Carolin Kaiser
Publication title
Mobile Detection of Visual Brand Touchpoints
Publication
Peer-reviewed
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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