Siegfried Vögele Institute strikes a positive balance on first anniversary
Collaboration with brain researchers from the University of Bonn / Photoreproductions of Ernst Ludwig Kirchner's Fehmarn paintingsBonn, 04/01/2003, 11:30 AM CEST
Deutsche Post founded the Siegfried Vögele Institute (SVI) in Königstein near Frankfurt one year ago this month. During the Institute's first twelve months of operation, it set up its Dialogue Academy, Basic Research, Contract Research and Networking Departments. Under Prof. Dr. Jürgen Hesse, the Institute was also able to successfully establish itself as a scientific institute dedicated to direct marketing. One of its most important projects at present is a brain research project that is being conducted in collaboration with the University of Bonn to study how people perceive advertising.
The Siegfried Vögele Institute took up work in four different fields of activity in April 2002. Important steps the Institute has taken in the months since then: The Institute's Dialogue Academy launched a certified seminar program for (initially) 650 Deutsche Post sales and marketing managers in April 2002. As part of its contract research activities, the Institute has analyzed mailing activities and conducted in-house workshops for numerous external clients. The Institute's own studies in the basic research field produced new insights into the effectiveness of direct-response media in general and of the Professor Vögele direct-response method in particular. The first year in the networking field was marked by press work, events and trade fair participation. The Institute exhibited at five fairs, including the DIMA in Düsseldorf and the Deutsche Mailingtage in Nuremburg.
Brain research project on the perception of advertising - First pilot study
Brain research is becoming increasingly important for the advertising industry. For this reason, the Siegfried Vögele Institute is involved in collaborative basic research activities being pursued as part of the Decade of the Human Brain, a campaign organized by leading German brain researchers. Professor Dr. Christian Elger, director of the Clinic for Epileptology at the Bonn University Clinic is the campaign's spokesman and SVI's partner. The Siegfried Vögele Institute is targeting the following three objectives with this collaboration:
- Strengthen the SVI's position as a scientific marketing institute by contributing to research on advertising effectiveness;
- Enhance its consultancy expertise vis-à-vis Deutsche Post business customers;
- Develop the Professor Vögele direct-response method and validate it on a scientific basis.
The project currently being conducted jointly by the initiative's brain researchers and the SVI revolves around how people perceive various elements of advertising, eye movement, learning behavior, intention formation, the layout of advertising material and the influence that milieu and personal traits have on the individual's perception of advertising.
In their first pilot study with the Institute, Professor Elger and his team examined the effect of logos and faces in advertising. Their findings: Faces triggered "feelings" in the subjects. The use of faces had an effect on sections of the right half of the brain that are associated with emotions. By contrast, logos - like words - are processed primarily in the section of the left half of the brain that is responsible for language and semantics. With its brain research, the SVI has closed the gap between direct eye-movement observation with eye-movement cameras on the one hand and qualitative participant interviews on the other. This interdisciplinary approach to research significantly broadens the scope of advertising effectiveness analysis.