The stage is the encore. The research is the main act.
What Herbert Höckel talks about on stage comes from real studies. His institute moweb has surveyed customers since 2004: digital, international, with its own panels instead of bought-in address lists.
Numbers alone don't answer questions.
Many companies have data in abundance and still don't understand their customers. Usually for three reasons:
Measuring is not understanding.
Standard surveys deliver averages, not insight. Emotions, motivations and unspoken needs stay invisible.
Always looking back, never ahead.
Most analysis explains past behavior and does little to predict how customers will decide tomorrow.
Quant here, qual there.
Quantitative and qualitative data get looked at in isolation. Real customer understanding only happens once both come together.
moweb research, Düsseldorf.
moweb means: its own panels with more than three million verified members, full service from the research question to the analysis. Quantitative and qualitative, B2C and B2B.
Clients include brands such as Edeka, Bayer, Zalando, Vodafone, Mercedes-Benz and McKinsey. moweb is a member of ESOMAR, BVM, DGOF and ADM.
Planning a study? Or looking for an impulse for your team first?
For research projects, head to moweb. For talks and workshops, come straight to Herbert.