Welcome to the #IIEX Europe Conference Series 2019. Recorded live in Amsterdam, this series is bringing interviews straight to you from exhibitors and speakers at this year’s event. In this interview, host Jamin Brazil interviews Florian Passlick, Research Consultant at eye square.
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My guest today is Florian. Thanks for being on the Happy Market Research Podcast.
Yes, sure. We are happy. Thanks.
Tell me a little bit about Eye Square.
We are a market research company based in Berlin, Germany, and our approach is to use implicit and explicit measures to get in touch with the full experience that users and consumers in the digital age have.
How long have you guys been around?
We’ve been around for 20 years this year. It’s our anniversary this year.
Thanks so much.
Two decades is remarkable.
Yes, it’s pretty much a good thing to have, and we are happy, and we’re going to celebrate it.
As well you should.
I think it’s September or October this year, so I’m excited about that.
How is IIeX going?
It’s going very well so far. We’ve got a lot of interest, some interesting talks as well. It’s been a good venue for us this year definitely.
Who is an ideal customer for you? What type of buyer?
That’s a good question. I think buyer, that would be someone who knows what he wants, and who knows how to communicate his or her needs to us. I think that’s the thing we’re all looking for right now.
Are they corporate? Are your customers primarily in the corporate space, or are they in the agency space?
Both actually, but I would say the corporate space outweighs the agency space by somewhat.
In 20 years, 20 years is a long time. 2002 you were founded. Sorry, 1998. My bad, math. 99, because we’re at 19 now. My God, what’s happening?
(Laughs.) Yes, time’s flying.
Yes, both directions apparently in my brain. Anyway, a little embarrassing. There’s been a lot of change, right? There are a lot of disruptive technologies, markets have collapsed, economic markets. What are you seeing that’s trending right now in the market research space?
What we see at least at (02:09 unclear) is that it’s especially about e-commerce, so we see that there are a lot of people actually asking us about their virtual space and whether we can test for example shelf packaging and supermax shelves in virtual environments. What I also see is data. I think big data, that’s a big point, and also trying to gather the true experience, for example, users have on social media environments. What I sell a lot is, and approach me actually stress a lot too, it’s testing in natural environments. Not having some artificial space to present an (02:46 unclear) in or something like that. It’s about true experiences in context.
I love the in context piece. You are the third person now that has talked to me about this, and it is my favorite thing.
I think it’s the term of this year, and I think it’s a pretty valid if not the valid approach.
The in context is also I believe one of the hardest things to do at scale for researchers.
It is. I have a little gong going on. What we see is that, our customers at least are very happy that we can provide an in context approach, which means that we can do ad replacements for example on live Facebook, live YouTube, live Instagram, and they’re baffled by that somewhat, but also they’re happy because it’s just a reflection of what’s really happening out there, and so I think it is very valid, and it is the only true approach maybe.
Are your customers predominantly in Europe?
Not really. I think that’s one of the things that’s changed in the last few decades. We were pretty focused on the German market, but now we are expanding a lot. We have an office in China since two years. We have a lot of customers in the US market. We actually did a study last year. No, it’s one a half years ago already. We went to seven different countries including Brazil, Australia, Indonesia, the United States to do an in-home study to accompany participants to their homes and have them watch TV for an hour. We saw pretty interesting things across very big markets, across very different markets, and I think it was until now the most interesting study I was able to do.
My guest today has been Florian with Eye Square. If someone wants to get in contact with you, how would they do that?
They would go either to our website eye-square.com, or they can contact me at Passlick, P-A-S-S-L-I-C-K, @eye-square.com.
Perfect. Florian, thanks for being on the Happy Market Research Podcast.
Thanks so much.
Enjoy the rest of the show.
You too, thanks.