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Research meets practice
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In the past few years, our society faced unprecedented challenges. Due to massive disruptions, all population groups have had to change their habits. Teleworking had a massive impact on mobility. The energy crisis calls for swift action and sustainable changes.
This results in a shift of our values. Last but not least, inflation is making consumers focus on different products than before. All these and probably many more influencing factors have changed advertising behaviour.
The students tackled this problem in the sixth round of "Research meets practice". A total of 8 projects dealt with the research question "How has advertising behaviour changed due to the influencing factors in the New Normal?" and provided exciting insights.
The presentations took place on 1 June as part of an internal expert jury vote at the company headquarters. The projects were presented in 5-minute pitches and evaluated on the basis of various criteria.
We thank all project groups for their great dedication and congratulate the winners of "Research meets practice" 2023:
1st place: University of Applied Sciences Kufstein & Reisebüro Idealtours GmbH with the project: Digital marketing measures and recommendations for action for Idealtours
Have a look at all projects in detail:
PROJECT LEADER: Astrid Oberzaucher PROBLEM DEFINITION:
To what extent has the customer journey and the associated advertising perception (channel and content-related) changed among the target group of Millenials (born 81-95) in view of changes in the general conditions (shift in the value set, inflation, teleworking, etc.) with regard to the "Home and living" industry?
OPERATIONALISATION & RESEARCH PLAN:
PROJECT LEADER: Georg Jungwirth PROBLEM DEFINITION: How can Kleine Zeitung remain attractive in the modern age and under changing customer needs in the field of advertising?
The survey was carried out among Styrian, medium-sized companies no later than 31 May 2023:
PROJECT LEADER: Sarah D. Schäfer PROBLEM DEFINITION: What is the current and future mobility behaviour of Gen Y and Z in general and specifically regarding the business area of Raiffeisen-Leasing ?
Subquestions: How important are cars as a means of transport for Gen Y and Z? Is there a link between mobility behaviour and place of residence?
G2: Focus group discussion with Gen Y, Z on the topic of current and future mobility behaviour (also with a focus on Raiffeisen Leasing) incl. preparation of a guideline, organisation, transcription and data evaluation and interpretation.
G3: Theory for questionnaire design and questionnaire development on the topic of mobility behaviour of Gen Y, Z (also with a focus on Raiffeisen Leasing).
G4: Online survey (min. n= 150) among Gen Y, Z on their current and future mobility behaviour as well as questionnaire evaluation with tool of choice, data interpretation (incl. graphics) and related actionable recommendations
G5: Final report from G1-G4
PROJECT LEADER: Thomas Metzler PROBLEM DEFINITION: How do employers need to position themselves to attract young talent in times of the "new normal"?
Quantitative online survey of the target groups Generation Y and Generation Z to:
Analyse the attributes of employer attractiveness, of the public image of banking as well as of the most important job search channels.
Analyse the existing and design of a new optimal customer journey for the acquisition of generations Y and Z on the labour market.
Define specific actionable recommendations to strengthen the employer brand.
PROJECT LEADER: Uta Fessler-Purkarthofer PROBLEM DEFINITION: Which channels are the ideal advertising channels for iDEALTOURS, Tyrol's premium holiday service provider, to increase awareness and generate actual bookings?
The analysis was carried out as a quantitative survey:
Exploratory data analysis of data provided by Idealtours.
Definition of specific actionable recommendations selected digital marketing topics.
PROJECT LEADER: Gerald Petz PROBLEM DEFINITION: What will the electricity customer of the future look like? With the onset of the Corona pandemic and the ongoing war in Ukraine, the perception of energy issues by the general public has changed rapidly. The students found out what factors might be important for potential customers in the future.
Objective: To study and analyse the behaviour, needs, and preferences of existing, as well as future, electricity customers.
Research questions: How can electricity providers better target the younger generation? What aspects are important to consider in order to properly address future electricity customers?
a) Secondary research
b) Primary research Qualitative interviews:
Quantitative interviews:
Data analysis:
Descriptive statistics: summary and presentation of collected data
Cluster analysis: identification of groups of electricity customers with similar behaviour, needs, and preferences
Regression analysis: investigation of factors influencing the behaviour and attitudes of electricity customers
Findings: The results of the data analysis serve as a basis for our corporate partner to make decisions and take measures to better address the future electricity customer.
PROJECT LEADER: Bettina Gneisz-Al-Ani PROBLEM DEFINITION:
PROJECT LEADER: Birgit Schaller-Manauschek, Academic Expert & Lecturer PROBLEM DEFINITION: Insurances are complex products - especially so-called personal insurances (in the case of ÖBV: life, death, pension and accident insurances). Especially young target groups are often very difficult for these companies to reach, as they consume and judge media and advertising completely differently than the generations before them. This calls for finding new ways of addressing them.
Have we piqued your interest and would you like to learn more about the "NEW NORMAL"? In that case, don't hesitate to use our contact form to get in touch with us.
