Our webinars this autumn!
The perfect year-end event for insights professionals:
Produkt + Markt will be live at two more events on marktforschung.de. On November 2nd, join us for the dossier "Vision: The Insights Industry 2035," and on November 12th for a "Deeper Insights Day." Register now!
Produkt + Markt will be live at two more events on marktforschung.de. On November 2nd, join us for the dossier "Vision: The Insights Industry 2035," and on November 12th for a "Deeper Insights Day." Register now!
Monday, November 2, 2026 | 11.00 - 11.30 am
Uncertain future. Secure preparation. Scenario planning in practice: Outpatient care in 2035
How we prepare companies for the future.
The future is becoming increasingly difficult to predict. This is precisely where scenario planning comes in: It serves as a litmus test for the substance of strategies, business models, and product orientation, and as a catalyst for future-proof decisions. In this presentation, we will demonstrate how this works in practice – using a study on outpatient healthcare in 2035 as an example: from identifying key factors and developing scenarios through scenario definition and consistency analysis to robust strategies for well-founded future visions. This presentation is for anyone interested in the topic, the methodology, or both.
The future is becoming increasingly difficult to predict. This is precisely where scenario planning comes in: It serves as a litmus test for the substance of strategies, business models, and product orientation, and as a catalyst for future-proof decisions. In this presentation, we will demonstrate how this works in practice – using a study on outpatient healthcare in 2035 as an example: from identifying key factors and developing scenarios through scenario definition and consistency analysis to robust strategies for well-founded future visions. This presentation is for anyone interested in the topic, the methodology, or both.
Axel Schomborg | CEO + Dr. Sandra Klee-Patsavas | Senior Research Consultant | Produkt + Markt
Thursday, November 12, 2026 | 11.00 - 11.30 am
Open answers. Open to all. Systematically explore verbatims and make them usable for your work!
Open-ended responses contain insights that standardized metrics don't provide. In practice, however, this potential is often only partially utilized.
With each open-ended question and each wave of surveys, the amount of text grows. The responses are read, coded, condensed, and ultimately reduced to frequencies and selected quotes. This creates an overview, but it deprives those who will later work with the results of some direct access to the respondents' voices.
This becomes particularly clear in studies whose results are intended for use by many different departments or units. How do you find precisely what is relevant to your own research question within a large number of open-ended responses? How do you recognize patterns, differences, or concrete starting points without being a market researcher yourself?
This is exactly where we come in. With OPEN|MINER, we can ask targeted follow-up questions during the survey itself, where an initial response can reveal even more. With OPEN|LENS, we go a step further: The collected verbatims become a knowledge resource that can be systematically explored. This allows not only market researchers, but also those working with the results, to access the open-ended responses themselves.
Here's what you can expect:
With each open-ended question and each wave of surveys, the amount of text grows. The responses are read, coded, condensed, and ultimately reduced to frequencies and selected quotes. This creates an overview, but it deprives those who will later work with the results of some direct access to the respondents' voices.
This becomes particularly clear in studies whose results are intended for use by many different departments or units. How do you find precisely what is relevant to your own research question within a large number of open-ended responses? How do you recognize patterns, differences, or concrete starting points without being a market researcher yourself?
This is exactly where we come in. With OPEN|MINER, we can ask targeted follow-up questions during the survey itself, where an initial response can reveal even more. With OPEN|LENS, we go a step further: The collected verbatims become a knowledge resource that can be systematically explored. This allows not only market researchers, but also those working with the results, to access the open-ended responses themselves.
Here's what you can expect:
Concrete application scenarios – we're primarily interested in exchanging ideas: How do you currently handle open-ended responses, and what would make your work easier with them?
Join us. We look forward to the exchange.
Join us. We look forward to the exchange.
Christoph Fritsch | Group Manager Data Science + Evelyn Fellhölter | Research Consultant | Produkt + Markt
