eye square GmbH

03/06/2026

🧑‍🏫🎤📊 Straight from the university to the real world!
Our colleague Nuria visited the University of Hamburg and showed psychology students why consumers often don’t even know themselves why they buy something.

The phenomenon: Our purchasing decisions are largely unconscious and influenced by filters such as selective attention, expectations, and post-purchase rationalization.

Asking direct questions doesn’t always get us anywhere. That’s why we at eye square take a different approach: We observe real behavior in realistic environments, on TikTok, Instagram, and in online stores.

What Nuria showed the students:

• Attention doesn’t work linearly the right moment is what counts
• Creator content outperforms traditional advertising in terms of recall and purchase intent
• Vertical formats require their own visual languages
• Using technologies like eye tracking and emotion measurement, we reveal what normally remains hidden in the “consumer black box.”

💡 The result? Real insights instead of guesswork.

27/05/2026

👥🗨️ Join us at the 2026 Horizont Congress in Berlin!

On June 2 and 3, our team will be present at the Horizont Congress! While we won't be presenting this time, we’re excited to engage with the market research community. Let’s share ideas, explore trends, and build connections.

The Horizont Congress is a key platform for brands, media, and agencies, an ideal space for discussing consumer insights, UX research, and data-driven strategies.

We look forward to insightful conversations and showcasing our innovative approaches, including eye tracking, implicit research, behavioral science, and AI to help brands understand their audiences better.

Feel free to stop by! We'll be available during breaks, networking events, or at our booth near the charging station. Let’s chat about your market research challenges or the latest industry trends.

📅 When? June 2 & 3, 2026
📍 Where? Berlin, Horizont Congress, at Radialsystem
💡 Why? Because great ideas thrive in collaboration!

See you in Berlin! 👋

23/05/2026

🫶🏻🥹 ✨ Emotions impact advertising effectiveness. To help marketers leverage this insight in their creations, we examined together with Screenforce how this could work out best for your media planning.
And we launched the study “Follow the Feelings – Emotional Advertising as an Effectiveness Booster”

💎 The takeaways
- Effectiveness of advertising relies on the optimal variety of emotions, not just individual ones.

- Positive emotions lead to longer viewing times, enhancing recall.
- There’s a correlation between positive emotional impact and purchase intent.

- Strategies for ad creation include using audio (brand songs, popular tracks), storytelling with relatable characters, and humor.

You can find the complete study report and recording on our latest webinar on the brand new study here:

https://www.screenforce.de/event/webinar-follow-the-feelings

22/05/2026

The BVM e.V. Congress 2026 was an exciting event for us, as it took place in our home territory.

Ines Imdahl delivered a masterpiece on AI, art, communication, and qualitative research that covered a broad spectrum of topics. We are kindred spirits: our research is inspired by a similar interdisciplinary approach, drawing insights from psychology, art, and science, not just market research.

We met our long-time client, Beate Waibel- Flanz from the REWE Group, who is actively involved with BVM and leads the Niedersachsen regional group. Alongside Axel Schomberg, she received the 𝗜𝗻𝗻𝗼𝘃𝗮𝘁𝗶𝗼𝗻𝘀𝗽𝗿𝗲𝗶𝘀 𝟮𝟬𝟮𝟲!

We are particularly proud that our CEO, Michael Schiessl, has been nominated by his peers as one of the “Köpfe der Marktforschung.” He will be featured in the 2026 yearbook of the BVM Berufsverband Deutscher Markt- und Sozialforscher e.V.

✨ Michael is psychologist and media scientist, founded eye square, where he integrates science, technology, and art to foster sustainable business success in the digital age, particularly at the intersection with AI.

His work centers on human experience, utilizing psychological systems of perception, feeling, and thinking (Sys0, Sys1, Sys2) to measure and comprehend desires in real-world contexts.

⋆.˚✮Thank You✮˚.⋆

We appreciate Christian Göldner, Mateusz, Michael Schiessl, and Katharina Müller for representing our company at this significant industry event yesterday.

We also extend our gratitude to the entire BVM team, including the board, advisory council, and all sponsors and supporters who contributed, often on a voluntary basis. The BVM Congress once again acted as a vital catalyst, offering numerous memorable highlights and showcasing the immense potential of our industry!

15/05/2026

🤝 Join us at the "Deutschen Marktforschungskongress" in Berlin next week! We're excited to connect at the BVM Congress and kicking off the opening evening with everyone else on May 19 at the historic Berliner Spreespeicher.

🚀 The industry is transforming rapidly, impacting everyone from research institutes to target audiences. Now, more than ever, we need new skills and creative strategies to navigate this change.

The 2026 Congress on May 20th will highlight the opportunities and challenges of an AI-driven landscape, also the key themes for our mission.

🗪 We're eager to discuss what skills market research needs to stay relevant. Our focus is on blending creativity with AI and expertise to enhance our InContext market research technologies, ensuring fast and valid results.

At eye square, we connect scientific knowledge with practical insights, understanding what consumers think and feel. This is Human Experience Research, creating impactful connections between brands and audiences.

🤝😊 Meet our dynamic team at the Congress: SEO Michael Schießl, Christian Göldner and Katharina Müller. We’re here to discuss emerging methodologies and the role of researchers in an AI-driven world.

Let’s drive the industry forward while keeping the human touch that makes research meaningful. See you in Berlin!

08/05/2026

Emotion is key to effective advertising. But how important is it really? Join our webinar with Screenforce to find out!

On 20 May, we will introduce you to the study "Follow the Feelings – Emotional Advertising as an Effectiveness Booster."

This research used innovative AI-driven measurement techniques to analyse over 40 emotional responses to advertising content.

Key takeaways:
> Which emotions trigger success?
> How do different media platforms evoke emotions?
> What are the best creative strategies?

Don't miss the exclusive webinar showing why emotions are important for advertising.

When? 🗓 Date: 20 May, 2026
⏰ Time: 12:00 – 13:00 CET

Speakers:
Stefan Schönherr, Executive Vice President & Partner, eye square
Marvin Vogt, Senior Research Consultant, eye square

Moderation: Cathrin Hegner.

📝 Secure your spot!
https://sf-info.easy-welcome.de/?anmeldung=Webinar

Bevor’s richtig losgeht, melde dich kurz für unseren Screenforce-Verteiler an. Einfach die zwei Kästchen unten anklicken – und zack, bist du mittendrin: Du bekommst alle wichtigen Infos, Einladungen zu unseren Events, unseren Newsletter und unsere Academies direkt in dein Postfach.

05/05/2026

🇩🇪🏙️🏦 We've arrived at the PUMa Plenum in Frankfurt with about 40 market researchers. Our focus: practical applications over theoretical discussions.

Today, Stefan Schönherr and Felix Metger demonstrated how eye square solves research issues by delivering rapid and valid solutions. In our presentation, we showcased how our automated solutions enhance decision-making.

The InContext Sandbox creates testing environments, enables quick ad development/evaluation across platforms, and integrates diverse data sources to improve planning and predictive capabilities.

Our solution helps internal research measuring real user attention in fast-changing markets, allowing for context testing of ads and products.

We also presented SEAL Eye Tracking technology, which performs thorough attention testing on content, strategies, and storytelling techniques. Our presentation illustrated how market research can boost predictability and planning for corporate researchers.

🤩 We are impressed by depth of the discussions on effective tools and solutions.
Thanks to the marktforschung.de team for their exceptional organisation, 🙏 Sabrina Gehrmann, and to Holger Friedrich Geißler for graciously opening the internal industry event in Frankfurt! Thanks also to all participants!

04/05/2026

💡❗ Advertising now captures an average attention span of just 2.3 seconds. However, this brief window holds significant potential when leveraged effectively.

Join our expert presentation as part of the marktforschung.de dossier on Branding Research and Brand Tracking.

Our webinar, "Attention Works – 2.3 Seconds that Matter," will explore attention as a crucial factor in advertising tracking and media planning. In today's fragmented media landscape, attention has emerged as the new currency; mere reach is no longer enough to ensure advertising effectiveness.

On 7 May, Stefan Schönherr and Pia Niermann will cover:
● The decline in average attention from 2.5 to 2.3 seconds since 2019
● The increasing importance of TV as an advertising channel and its performance relative to digital formats
● The attention levels achievable with InFeed Ads
● Creative strategies to boost attention
● Methods to incorporate attention measurement into advertising tracking

The webinar will feature a Q&A session for your inquiries.

👉 Register using your marktforschung.de account!
https://www.marktforschung.de/webinar/75-11-uhr-eyesquare/

17/04/2026

👋 Join us for the BVM Regionalabend on April 22nd! Christian Göldner from eye square as the new Regional Area Manager for Berlin-Brandenburg, alongside co-host Sindy Krambeer will moderate the evening in Berlin-Mitte.

This event goes deeper into two key topics for market researchers: how to combine traditional behavioral observation with AI for measurement and analysis and how to conduct behavioral research in hard-to-reach communities.

With our guest speakers we will discuss behavioral research in the age of AI and the findings from a biker community research, plus providing tips for effective observation.

BVM Regionalabend
Verhalten beobachten, Menschen verstehen

📅 April 22, 2026, 6:00 to 9:00 pm
in Berlin Mitte.

Registration:
https://www.bvm.org/networking/regionalgruppenveranstaltungen/verhalten-beobachten-menschen-verstehen

16/04/2026

🤓 As market researchers, we face a key challenge: consumers often say one thing but act differently.

Well, this isn't random; it's part of human nature and traditional research focuses too much on what people claim they will do.

🤔 However, actual behavior is shaped by the subconscious mind, where habits and emotions reside. While people express good intentions consciously, they often don’t grasp the deeper influences that drive their decisions in real time.

😀 Join Jeff Ba**er in our upcoming webinar to uncover why this gap exists, how unconscious factors shape behavior, and why understanding this disconnect is vital for gaining accurate insights, effective marketing, and smarter business choices.

When?
22/04/2026 4:00 PM CEST

👉 Expand your knowledge and sign up now!

https://www.eye-square.com/en/eye-square-insights-series/