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The present paper addresses the research question: What recommendations for action and potential adjustments should an online magazine for beauty and fashion implement in order to make affiliate articles in these sections even more appealing to the target group and provide added value for them?
To be able to answer this research question, three hypotheses were defined and tested with using qualitative and quantitative research. The qualitative research consisted of user experience testings, where four affiliate articles in the fields of beauty and fashion were tested with 13 participants. The quantitative research involved collecting, analyzing and evaluating data from the four affiliate articles conducted with the company's real-life target group. Based on these results, recommendations for action were derived, which should not only improve the quality of the content in the future, but also increase the efficiency of the implementation of those articles.
Public educational institutions are increasingly confronted with a decline in the number of applicants, which is why competition between colleges and universities is also intensifying. For this reason, it is important to position oneself as an institution in order to be perceived by the various target groups and to differentiate oneself from the competition. In this context, the brand and thus its perception and impact play a decisive role, especially in view of the desired communication of the institution's own values and its self-image, the brand identity. To this end, emotions serve as an approach to creating positive stimulation and brand loyalty.
Digitale Kundeninteraktionen haben in den letzten Jahren enorm an Bedeutung gewonnen: Sowohl im B2B als auch im B2C sind weite Teile der Interaktion digital bzw. hybrid konzipiert. Ob ein bargeldloser Bezahlvorgang an der Kasse, ein Bestellformular beim Onlinekauf oder der Kauf einer Bahnfahrkarte am Automaten – die Kunden und Kundinnen haben digitale Interaktionen in vielfältigen Varianten bereits erlebt und kommen mehr oder weniger gut damit zurecht.
Empirische Forschung als Herausforderung im laufenden Lehrbetrieb – Lösungsansätze aus der Praxis
(2022)
Um empirische Forschung auch unter außergewöhnlichen Bedingungen zu ermöglichen, ist es notwendig, flexibel zu reagieren und neue Konzepte zu entwickeln. Dieser Beitrag befasst sich mit den Herausforderungen, die sich aufgrund der Corona-Pandemie im Lehralltag ergeben und bietet verschiedene Ansätze, um diesen Herausforderungen zu begegnen und Forschung zu betreiben. Er betrachtet ein Fallbeispiel aus der quantitativen Marktforschung, sowie Online-Alternativen zu Eye-Tracking-Studien und Möglichkeiten für User-Experience-Testings im Labor unter strengen Hygienemaßnahmen.
As a university it is more and more difficult to reach all target groups equally. Common problems like information overload, numerous institutions with same focuses or multi-channel-communication make it hard to gain the attention of the target group. This paper is four-fold: we present an overview of the state of art and the importance of the study (I), based on which we highlight the approach to user experience analysis. First, we identified the irritations in the course of an expert evaluation (II) and verified them within the test, including the target groups (III). Finally, based on the results, we were able to pro-vide recommendations for action to improve the UX and to be used for the conception of an intranet (IV).