Which digital services thrive – and which fail?
At succeet25, Christoph Fritsch from Produkt + Markt provides exciting insights into the various types of digitalization. Instead of dry presentations, there will be an interactive AI dialogue: the virtual persona KIRA offers responses from the respondents' perspective – authentic, intuitive, and data-driven. Discover how Artificial Intelligence is revolutionizing market research, making research findings more tangible, and helping companies design smarter digital solutions.
Germany's Digitalization Types in Customer Dialogue
How do people in Germany experience digitalization?
Interview | Published on MarketResearch.com on February 10, 2025
What can I learn about the types of digitalization in Germany in your workshop?
Christoph Fritsch: We explored how people in Germany experience digitalization. The results provide fascinating insights into attitudes, behavior patterns, and the digital maturity of different types. In the workshop, you will learn which target groups have which expectations. Additionally, there are tips on how to use this knowledge to make digital solutions even more successful.
Instead of presenting the results, you engage in an AI dialogue with the target group during the workshop. What is the AI dialogue?
Christoph Fritsch: AI dialogue means we simply bring the target groups of our study to the workshop and ask them the questions that interest our visitors. KIRA|yourPersona assists us in this process. It responds from the perspective of digitalization types – with authentic language and tone, almost like a conversation with real people. The special aspect: KIRA is intuitive. It provides a playful access to the data while ensuring that the results remain reliable. No misinterpretations, no overemphasizing. Whether a market research professional or a newcomer. As one user put it: "KIRA delivers aha insights you can count on." How it all works, we demonstrate in our live demo at the workshop.
Long before ChatGPT, Produkt + Markt was experimenting with AI in market research. How much of the craft of market research will the attendees experience in your presentation?
Christoph Fritsch: Fortunately, there's still a lot of classic market research expertise embedded in our work. Research competence and data quality are part of our DNA—we are researchers through and through. This applies to our study on digitalization as well. We employ proven, data-driven methods like factor and cluster analyses. Everything that KIRA communicates to us is based on valid market research data. It helps our clients achieve even more with high-quality market research: faster, easier, more authentically, and more creatively.
Who is your presentation particularly recommended for?
Christoph Fritsch: Our presentation is aimed at professionals in market research and marketing – but not exclusively. Innovation managers, developers, and decision-makers who actively shape digital solutions will also gain valuable insights. At the core are specific questions and challenges posed by our clients:
- How can I enhance the impact of research findings within the company while ensuring they are not misinterpreted?
- How can I quickly and intuitively get answers to my questions and still dive deep into the data without being a statistics expert?
- How can I profitably leverage AI, and how can I deliberately use "hallucinations"?
- How do I turn personas with their desires, attitudes, and behavior patterns into genuine sparring partners for innovation – using the example of digital archetypes?
So there's no sales pitch for KIRA or your study data?
Christoph Fritsch: Certainly, it's great when our solutions convince and spark interest. However, at succeet 2025, we're focusing on a greater objective: the shared goal of institutes and research departments. Market research should not end with data collection. It should provide guidance, support decision-making processes, and continue to receive the recognition within the company that its contribution deserves. At succeet 2025, we will engage in personal dialogue to achieve this. We are looking forward to it.
Christoph Fritsch
Christoph Fritsch is Group Manager Data Science and Senior Research Consultant at Produkt + Markt. He specializes in AI driven applications and oversees projects across sectors including energy, automotive, and insurance.
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