Re-branding in international B2B – How Bosch uncovered the behind-the- scenes secrets of plumbers

Plumbers, like researchers, face a new business environment that is changing from craftsmanship to digital. This sessions shows how Bosch embarked on a journey to understand plumbers’ emotions towards this change – and what this means for its brand.

  • Combining the measurement of implicit emotional reactions on various marketing stimuli with focus groups and in-depth- interviews
  • Capturing psycho-physiological data streams through implicit emotional measuring
  • Connecting self-perception and the role of the brand
  • No more sissies – changing brand communication based on the research findings

Oliver Spitzer, Managing Director, September Strategie & Beratung GmbH

Rosemarie Widuckel, Market Research / User Experience, BOSCH Thermotechnik

Location: Main Room Date: February 16, 2017 Time: 10:30 am - 11:00 am Oliver Spitzer, september Strategie & Forschung GmbH Rosemarie Widuckel, BOSCH Thermotechnik