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Projekte im Kolleg Economics and Business

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Applications of UX Research Methods in Marketing

User experience (UX) refers to the emotional, aesthetic, and functional experience of a product or service as perceived by the user (Pettersson et al., 2018).

Users react to aesthetic and hedonic experiences rather emotionally and subjectively - both positive and negative (Bhandari et al., 2019). However, explicit research methods such as surveys and interviews are limited in reliably gathering and analyzing emotional data, e.g., due to social desirability bias or instructor bias (Blair et al., 2020; Ekman, 2009). This leads to uncertainty for UX researchers, marketing managers, entrepreneurs, and designers about which methods to apply for testing the aesthetic and hedonic aspects of their prototypes, products, services, and communication (Law et al., 2014; Tawfik et al., 2022).

To address this need, a toolbox for Digital Empathy (DE) containing six methods for collecting and analyzing implicit, explicit, and behavioral reactions within UX is developed, namely Facial Coding, Eye Tracking, Qualitative Interview, Think Aloud Protocol, Log File Analysis, Survey/Questionnaire. Digital Empathy is understood as an approach to empathizing with users’ feelings and thoughts when interacting with digital technologies and designing user experiences of highly functional, aesthetic, and hedonic quality (Klug & Hahn, 2021). DE is becoming a must-have in marketing practice as UX research moves towards frameworks that incorporate artificial empathy since users expect digital technologies to be tailored to their current cognitive and affective conditions (Liu-Thompkins et al., 2022).

This dissertation project will triangulate methods from the developed DE toolbox within established conceptual frameworks from marketing research to yield insights about the added value of these UX research methods combined to better understand and predict user behavior.

MITGLIED IM KOLLEG

seit

Verbundkolleg Economics and Business

Betreuer Universität Passau:

Prof. Dr. Dirk Totzek

Forschungsschwerpunkte:

  • Preismanagement
  • Dienstleistungsmanagement
  • Business-to-Business Marketing

Betreute Projekte:

Betreuer Technische Hochschule Nürnberg:

Prof. Dr. Alexander Hahn

 

 

 

Betreutes Projekt:
Applications of UX Research Methods in Marketing

Publikationen

Ahnfeld, T., Hahn, A., Joosten, J., Klug, K., & D. Totzek (2023):
Testing Social Media Advertising Effectiveness with Multi-Method User Experience Research. Marketing Review St. Gallen, (6).

Cosmann, N., Haberkern, J., Hahn, A., Harms, P., Joosten, J., Klug, K. und T. Kollischan (2022):
The value of mood measurement for regulating negative influences of social media usage: A case study of TikTok. In 2022 10th International Conference on Affective Computing and Intelligent Interaction (ACII) (pp. 1-7). IEEE.

Vorträge und Präsentationen

Hahn, A., Joosten, J. & L. Stein (2023):
Digital Empathy - Was ist das und welche Potenziale bietet es für Bio-Marketing und Bio-Kaufverhaltenssteuerung?. BIOFACH Kongress, Nürnberg.

Cosmann, N., Haberkern, J., Hahn, A., Harms, P., Joosten, J., Klug, K. und T. Kollischan (2022):
The value of mood measurement for regulating negative influences of social media usage: A case study of TikTok, virtuell.

Auszeichnungen und Preise

Gewinner des Wissenschaftspreises 2021 des Marketingclubs Nürnberg (Masterarbeit).

Jan Joosten

Jan Joosten

Technische Hochschule Nürnberg

Koordination

Treten Sie mit uns in Kontakt. Wir freuen uns auf Ihre Fragen und Anregungen zum Verbundkolleg Economics and Business.

Dr. Sabine Fütterer-Akili

Dr. Sabine Fütterer-Akili

Koordinatorin BayWISS-Verbundkolleg Gesundheit und BayWISS-Verbundkolleg Economics and Business

Universität Regensburg
Zentrum zur Förderung des wissenschaftlichen Nachwuchses
Universitätsstraße 31
93053 Regensburg

Telefon: +49 941 9435548
economics-business.vk@baywiss.de

Claudia Le Floc'h

Koordinatorin BayWISS-Verbundkolleg Gesundheit und BayWISS-Verbundkolleg Economics and Business

Universität Regensburg
Zentrum zur Förderung des wissenschaftlichen Nachwuchses
Universitätsstraße 31
93053 Regensburg

Telefon: +49 941 9435548
economics-business.vk@baywiss.de