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Es ermöglicht",{"type":954,"content":1091},[1092,1099,1106],{"type":957,"content":1093},[1094],{"type":42,"attrs":1095,"content":1096},{"textAlign":118},[1097],{"text":1098,"type":513},"Einblicke in bewusste und unbewusste Entscheidungsprozesse,",{"type":957,"content":1100},[1101],{"type":42,"attrs":1102,"content":1103},{"textAlign":118},[1104],{"text":1105,"type":513},"eine neuropsychologische Zielgruppensegmentierung (Kundensegmentierung) ",{"type":957,"content":1107},[1108],{"type":42,"attrs":1109,"content":1110},{"textAlign":118},[1111],{"text":1112,"type":513},"die klare und verständliche Markenpositionierungen und Umsetzung dieser mit Blick auf die Kommunikation, Design, Service und Unternehmenskultur.",{"type":42,"attrs":1114,"content":1115},{"textAlign":118},[1116],{"text":1117,"type":513},"Limbic® System Marketing beruht auf einem Ansatz, der die neuesten Erkenntnisse der Hirnforschung, der Psychologie und der Evolutionsbiologie mit empirischer Konsumforschung verknüpft. Der Grundgedanke besteht darin, dass unbewusste Motive und Emotionen das menschliche Handeln zu einem großen Teil beeinflussen. Das gilt auch für Kaufentscheidungen und Konsumverhalten.",{"type":1119,"content":1120},"blockquote",[1121],{"type":42,"attrs":1122,"content":1123},{"textAlign":118},[1124],{"text":1125,"type":513},"Der Mensch kann zwar tun, was er will, aber er kann nicht wollen, was er will. (Arthur Schopenhauer)",{"type":42,"attrs":1127,"content":1128},{"textAlign":118},[1129],{"text":1130,"type":513},"Das namensgebende Merkmal des Limbic®-Ansatzes ist die Annahme, dass unser Handeln maßgeblich durch die Emotionssysteme bestimmt sind, die sich im limbischen System des menschlichen Gehirns bilden.",{"type":42,"attrs":1132,"content":1133},{"textAlign":118},[1134],{"text":1135,"type":513},"Entwickelt wurde das Modell von Dr. Hans-Georg Häusel und findet in verschiedenen Branchen Anwendung. Immer mehr Konsumgüterhersteller, Handelsunternehmen aber auch Banken und Dienstleister lassen sich heute mit Limbic® beraten, unter anderem…",{"type":42,"attrs":1137},{"textAlign":118},{"type":42,"attrs":1139,"content":1140},{"textAlign":118},[1141,1152,1156],{"type":1142,"attrs":1143,"marks":1148},"image",{"id":118,"alt":1144,"src":1145,"title":1146,"source":30,"copyright":30,"meta_data":1147},"Lizensierter Limbic® Partner","https://storage.googleapis.com/kk-website-assets/_U4fwoD3_limbic_partner-e1561631885521-610x192.jpg","Limbic",{"alt":1144,"title":1146,"source":30,"copyright":30},[1149],{"type":966,"attrs":1150},{"href":1151,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.nymphenburg.de/limbic-lizenzpartner.html",{"text":1153,"type":513,"marks":1154},"Wir sind der einzige Lizenzpartner im Online-Bereich",[1155],{"type":952},{"text":1157,"type":513}," und arbeiten mit den neuesten wissenschaftlichen Erkenntnissen aus dem Neuromarketing.",{"type":1071,"attrs":1159,"content":1160},{"level":1073,"textAlign":118},[1161],{"text":1162,"type":513},"Was ist die Limbic® Map?",{"type":42,"attrs":1164,"content":1165},{"textAlign":118},[1166],{"text":1167,"type":513},"Die Limbic® Map (siehe Bild unten) zeigt den Emotionsraum des Menschen, der die bekannten physiologischen Vitalbedürfnisse wie Schlaf, Nahrung und Atmung ergänzt. Er gliedert sich in drei Bereiche, die oft als “BIG 3” bezeichnet werden:",{"type":954,"content":1169},[1170,1181,1192],{"type":957,"content":1171},[1172],{"type":42,"attrs":1173,"content":1174},{"textAlign":118},[1175,1179],{"text":1176,"type":513,"marks":1177},"Balance",[1178],{"type":952},{"text":1180,"type":513}," (Streben nach Sicherheit, Stabilität, Ordnung und Geborgenheit; Vermeidung von Angst und Unsicherheit)",{"type":957,"content":1182},[1183],{"type":42,"attrs":1184,"content":1185},{"textAlign":118},[1186,1190],{"text":1187,"type":513,"marks":1188},"Dominanz",[1189],{"type":952},{"text":1191,"type":513}," (Streben nach Macht, Status, Durchsetzung und Autonomie; Vermeidung von Fremdbestimmung und Unterdrückung)",{"type":957,"content":1193},[1194],{"type":42,"attrs":1195,"content":1196},{"textAlign":118},[1197,1201],{"text":1198,"type":513,"marks":1199},"Stimulanz",[1200],{"type":952},{"text":1202,"type":513}," (Streben nach Abenteuer, Abwechslung und Belohnung; Vermeidung von Langeweile und Reizarmut)",{"type":42,"attrs":1204,"content":1205},{"textAlign":118},[1206],{"text":1207,"type":513},"Da meist alle Emotionssysteme zugleich aktiv sind, gibt es Überschneidungen, die in der Karte entsprechend verzeichnet sind. Diese sind",{"type":954,"content":1209},[1210,1221,1232],{"type":957,"content":1211},[1212],{"type":42,"attrs":1213,"content":1214},{"textAlign":118},[1215,1219],{"text":1216,"type":513,"marks":1217},"Abenteuer/Thrill",[1218],{"type":952},{"text":1220,"type":513}," als Schnittmenge zwischen Stimulanz und Dominanz,",{"type":957,"content":1222},[1223],{"type":42,"attrs":1224,"content":1225},{"textAlign":118},[1226,1230],{"text":1227,"type":513,"marks":1228},"Disziplin/Kontrolle",[1229],{"type":952},{"text":1231,"type":513}," als Schnittmenge zwischen Dominanz und Balance sowie",{"type":957,"content":1233},[1234],{"type":42,"attrs":1235,"content":1236},{"textAlign":118},[1237,1241],{"text":1238,"type":513,"marks":1239},"Fantasie/Genuss",[1240],{"type":952},{"text":1242,"type":513}," als Schnittmenge zwischen Balance und Stimulanz.",{"_uid":1244,"image":1245,"caption":1248,"component":1254},"6ec488e8-f69a-468e-becb-73ee09d2d327",{"alt":118,"src":1246,"name":30,"focus":30,"title":118,"source":30,"filename":1246,"copyright":30,"fieldtype":49,"meta_data":1247,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/kyUwl7x1_LimbicMap2022-820x475.jpeg",{"alt":118,"title":118,"source":30,"copyright":30},{"type":39,"content":1249},[1250],{"type":42,"content":1251},[1252],{"text":1253,"type":513},"Die Limbic® Map und unterschiedliche Emotionssysteme","richtext-image",{"_uid":1256,"text":1257,"component":1029},"9da921e0-0062-440c-9cb4-cda2a9e439b1",{"type":39,"content":1258},[1259,1264,1269,1275,1280],{"type":42,"attrs":1260,"content":1261},{"textAlign":118},[1262],{"text":1263,"type":513},"Auf der Limbic® Map können wir alle Werte, Motive und Wünsche darstellen und in Relation zueinander setzen. Diese sind maßgebend für unser Konsum- und Kaufverhalten sowie unsere Markenpräferenzen. Deshalb treffen wir Entscheidungen auch alle unterschiedlich.",{"type":42,"attrs":1265,"content":1266},{"textAlign":118},[1267],{"text":1268,"type":513},"Interessant ist also vor allem die Frage, welche unterschiedlichen Limbic® Types sich von diesen Emotions(sub)systemen ableiten lassen und wie wir sogenannte Limbic® Codes wie Denkstil, Sprache oder Design-Präferenz im Marketing einsetzen können.",{"type":1071,"attrs":1270,"content":1272},{"id":1271,"level":1073,"textAlign":118},"limbictypes",[1273],{"text":1274,"type":513},"Was sind Limbic® Types und wie unterscheiden sie sich?",{"type":42,"attrs":1276,"content":1277},{"textAlign":118},[1278],{"text":1279,"type":513},"“Die Limbic® Types sind eine Verdichtung der komplexen emotionalen Persönlichkeitsstrukturen (Limbic® Personality)”, so die Gruppe Nymphenburg. Konsumenten werden über das Hauptemotionsfeld ihrer emotionalen Persönlichkeitsstruktur einem Limbic® Type (siehe Bild unten) zugeordnet.",{"type":42,"attrs":1281,"content":1282},{"textAlign":118},[1283],{"text":1284,"type":513},"Wie andere Modelle (z.B. Sinus-Milieus) sind auch diese Kundentypen natürlich zu einem gewissen Grad vereinfacht und werden durch Erziehung, Erfahrung und kulturelle Praktiken geprägt. Alle zwei Jahre werden dafür jedoch im Rahmen der größten deutschen Markt-Media-Studie b4p (best for planning) knapp 20.000 Konsumenten repräsentativ typisiert. Eine validierte Typisierung wie diese ist enorm hilfreich, um die eigene Zielgruppe besser zu erfassen. Daraus lässt sich auch eine Verteilung in der Bundesbevölkerung ableiten.",{"_uid":1286,"image":1287,"caption":1291,"component":1254},"dfdeb102-55bb-4b99-9ea9-0e4bd9af7430",{"alt":1288,"src":1289,"name":30,"focus":30,"title":118,"source":30,"filename":1289,"copyright":30,"fieldtype":49,"meta_data":1290,"is_external_url":81},"Prozentuale Verteilung der Limbic Types in Deutschland","https://storage.googleapis.com/kk-website-assets/TiZagxs8_limbic-types-verteilung-deutschland-610x343.jpeg",{"alt":1288,"title":118,"source":30,"copyright":30},{"type":39,"content":1292},[1293],{"type":42,"content":1294},[1295],{"text":1288,"type":513},{"_uid":1297,"caption":30,"columns":1298,"headline":1498,"component":1499,"horizontally_scrollable":51},"b07e5099-5d32-435a-b931-d7fe7c98ae53",[1299,1389],{"_uid":1300,"cells":1301,"heading":1387,"component":1388},"f2f072c0-6f3c-4cce-861d-780ba02f41ba",[1302,1315,1327,1339,1351,1363,1375],{"_uid":1303,"text":1304,"component":1314},"57fdd679-9b94-4582-b08f-be3a19371213",{"type":39,"content":1305},[1306],{"type":42,"attrs":1307,"content":1308},{"textAlign":118},[1309],{"type":1142,"attrs":1310},{"id":1311,"alt":30,"src":1312,"title":30,"source":30,"copyright":30,"meta_data":1313},116559198943598,"https://a.storyblok.com/f/328018/488x348/cfe54dbf82/limbic-type-performer.jpg",{},"richtext-table__cell",{"_uid":1316,"text":1317,"component":1314},"35ce114c-1e5d-487e-bbab-109597a1cb43",{"type":39,"content":1318},[1319],{"type":42,"attrs":1320,"content":1321},{"textAlign":118},[1322],{"type":1142,"attrs":1323},{"id":1324,"alt":30,"src":1325,"title":30,"source":30,"copyright":30,"meta_data":1326},116559198669164,"https://a.storyblok.com/f/328018/347x248/3861975c01/limbic-type-disziplinierte.jpg",{},{"_uid":1328,"text":1329,"component":1314},"18b8c9bf-ab77-4265-aa7a-b3eb13025c92",{"type":39,"content":1330},[1331],{"type":42,"attrs":1332,"content":1333},{"textAlign":118},[1334],{"type":1142,"attrs":1335},{"id":1336,"alt":30,"src":1337,"title":30,"source":30,"copyright":30,"meta_data":1338},116559198673261,"https://a.storyblok.com/f/328018/347x248/77d4b90947/limbic-type-traditionalist.jpg",{},{"_uid":1340,"text":1341,"component":1314},"cf6b82f4-aaf3-41e3-8554-037b4c2cd42e",{"type":39,"content":1342},[1343],{"type":42,"attrs":1344,"content":1345},{"textAlign":118},[1346],{"type":1142,"attrs":1347},{"id":1348,"alt":30,"src":1349,"title":30,"source":30,"copyright":30,"meta_data":1350},116559198660971,"https://a.storyblok.com/f/328018/347x248/42cf36d4a6/limbic-type-harmoniser.jpg",{},{"_uid":1352,"text":1353,"component":1314},"7fd3be7c-384d-4f1c-86f4-8d36dc082c0e",{"type":39,"content":1354},[1355],{"type":42,"attrs":1356,"content":1357},{"textAlign":118},[1358],{"type":1142,"attrs":1359},{"id":1360,"alt":30,"src":1361,"title":30,"source":30,"copyright":30,"meta_data":1362},116559198648681,"https://a.storyblok.com/f/328018/347x248/0f52481b3f/limbic-type-offene.jpg",{},{"_uid":1364,"text":1365,"component":1314},"f6cd1705-5fce-4064-af60-8f2af72e0eaa",{"type":39,"content":1366},[1367],{"type":42,"attrs":1368,"content":1369},{"textAlign":118},[1370],{"type":1142,"attrs":1371},{"id":1372,"alt":30,"src":1373,"title":30,"source":30,"copyright":30,"meta_data":1374},116559198644584,"https://a.storyblok.com/f/328018/722x515/3968d23dcf/limbic-type-hedonist.jpg",{},{"_uid":1376,"text":1377,"component":1314},"57d91fd2-2702-4991-8a5c-23d509c769a4",{"type":39,"content":1378},[1379],{"type":42,"attrs":1380,"content":1381},{"textAlign":118},[1382],{"type":1142,"attrs":1383},{"id":1384,"alt":30,"src":1385,"title":30,"source":30,"copyright":30,"meta_data":1386},116559198660970,"https://a.storyblok.com/f/328018/347x248/d344a1a0c2/limbic-type-abenteurer.jpg",{},"Type*","richtext-table__column",{"_uid":1390,"cells":1391,"heading":1497,"component":1388},"05aab466-7b3f-44ab-b503-d456dde14dee",[1392,1405,1419,1435,1451,1465,1481],{"_uid":1393,"text":1394,"component":1314},"bf60dc3f-c626-4825-aaaa-c890377aa9ce",{"type":39,"content":1395},[1396],{"type":42,"attrs":1397,"content":1398},{"textAlign":118},[1399,1403],{"text":1400,"type":513,"marks":1401},"Performer",[1402],{"type":952},{"text":1404,"type":513}," sind Testosteron getrieben, daher ist der Männeranteil bei diesem Typ sehr hoch. Dies treibt Performer zu Höchstleistungen an und aktiviert ihren Ehrgeiz, was sich in einer Affinität zu Statusprodukten und neuester Technik äußert. Familie und Heim spielen eine untergeordnete Rolle.",{"_uid":1406,"text":1407,"component":1314},"a939ae22-aa57-4ad8-b58f-7900337ca710",{"type":39,"attrs":1408,"content":1409},{"backgroundColor":118},[1410],{"type":42,"attrs":1411,"content":1412},{"textAlign":118},[1413,1417],{"text":1414,"type":513,"marks":1415},"Disziplinierte",[1416],{"type":952},{"text":1418,"type":513}," sind eher misstrauisch geprägt und zweifeln Dinge bei hoher Unsicherheit an. Ihr Verhalten lässt sich als selbstkontrolliert charakterisieren. Rituale und Struktur im Alltag sind ihnen ausgesprochen wichtig. Sie suchen keine Abwechslung und auch Genuss spielt für sie nur eine geringe Rolle. Sie kaufen keinen Schnickschnack sondern nur Funktionales, was sie wirklich benötigen.",{"_uid":1420,"text":1421,"component":1314},"3da72fe5-1e74-4b96-81db-2d24ab4e8961",{"type":39,"attrs":1422,"content":1423},{"backgroundColor":118},[1424],{"type":42,"attrs":1425,"content":1426},{"textAlign":118},[1427,1429,1433],{"text":1428,"type":513},"Das Balance-System und das Stresshormon Cortisol prägen die Persönlichkeit der ",{"text":1430,"type":513,"marks":1431},"Traditionalisten",[1432],{"type":952},{"text":1434,"type":513},". Sie scheuen Neuerungen und sind grundsätzlich konservativ eingestellt. Außerdem gehören sie zu den pessimistischeren Menschen, prüfen Dinge penibel genau und verlieren sich dabei im Detail. Sie lassen sich als eher vorsichtig, skeptisch und bewahrend beschreiben.",{"_uid":1436,"text":1437,"component":1314},"cc587a65-30a7-4595-a7da-9a3a3f92baea",{"type":39,"attrs":1438,"content":1439},{"backgroundColor":118},[1440],{"type":42,"attrs":1441,"content":1442},{"textAlign":118},[1443,1445,1449],{"text":1444,"type":513},"Die Sozial-Sub-Module Fürsorge und Bindung sind verhaltensbestimmend für ",{"text":1446,"type":513,"marks":1447},"Harmoniser",[1448],{"type":952},{"text":1450,"type":513},". Das hängt mit dem Bindungshormon Oxytocin zusammen. Harmoniser sind in ihrer Grundhaltung optimistisch und messen Themen, die Familie, soziale Harmonie, Heim und Herd betreffen, einen hohen Stellenwert bei.",{"_uid":1452,"text":1453,"component":1314},"ee3e3d4f-f199-4b28-a63c-dca45de3c2ab",{"type":39,"attrs":1454,"content":1455},{"backgroundColor":118},[1456],{"type":42,"attrs":1457,"content":1458},{"textAlign":118},[1459,1463],{"text":1460,"type":513,"marks":1461},"Offene",[1462],{"type":952},{"text":1464,"type":513}," charakterisiert ihre lebensbejahende optimistische Einstellung. Sie lieben einen modernen Lebensstil und Produkte mit Anspruch. Genuss ist ihnen hierbei wichtiger als Status. Sie präferieren ein lockeres Leben, das Raum und Zeit für Tagträume lässt. Verwöhnen und verwöhnen lassen ist ihr Motto.",{"_uid":1466,"text":1467,"component":1314},"d7594dd8-a9a8-42ac-b007-9b57139e4fb4",{"type":39,"attrs":1468,"content":1469},{"backgroundColor":118},[1470],{"type":42,"attrs":1471,"content":1472},{"textAlign":118},[1473,1475,1479],{"text":1474,"type":513},"Das Gehirn der ",{"text":1476,"type":513,"marks":1477},"Hedonisten",[1478],{"type":952},{"text":1480,"type":513}," braucht immer wieder neue Stimuli. Sie sind immer auf der Suche nach Unbekanntem und der nächsten Belohnung durch Dopamin-Ausschüttung. Das Laute, das Schrille und das Extravagante sind für sie wichtig, nicht Produktivität oder Produktherkunft. Hauptsache spaßig, neu und anders. Hedonisten sind wahre „Trendsetter“ und haben eine Schwäche für noch nicht verbreitete und einzigartige Produkte.",{"_uid":1482,"text":1483,"component":1314},"939009a9-2e35-4601-a6a3-10459e50825d",{"type":39,"attrs":1484,"content":1485},{"backgroundColor":118},[1486],{"type":42,"attrs":1487,"content":1488},{"textAlign":118},[1489,1491,1495],{"text":1490,"type":513},"Im ",{"text":1492,"type":513,"marks":1493},"Abenteurer",[1494],{"type":952},{"text":1496,"type":513},"-Gehirn ist reichlich Dopamin und das Sexual- und Dominanzhormon Testosteron vorhanden. Während es Hedonisten primär um Genuss geht, kommt bei Abenteurern eine kämpferische Komponente hinzu. Hohe Risikobereitschaft und eine Vorliebe für die Themen Sport und Unterhaltselektronik zeichnen sie aus.","Beschreibung (Grundlage: Erkenntnisse der Gruppe Nymphenburg)","Die Limbic® Types im Detail","richtext-table",{"_uid":1501,"text":1502,"component":1029},"5bddf370-c0e6-4e4d-9011-5194f645d5c8",{"type":39,"content":1503},[1504,1517,1522,1527,1538,1544,1549],{"type":42,"attrs":1505,"content":1506},{"textAlign":118},[1507],{"text":1508,"type":513,"marks":1509},"Welcher Limbic Type bist du? Mach den Schnelltest!",[1510,1513],{"type":966,"attrs":1511},{"href":1512,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.haeusel.com/test/limbic-test/",{"type":1514,"attrs":1515},"styled",{"class":1516},"rt-button",{"type":1071,"attrs":1518,"content":1519},{"level":1073,"textAlign":118},[1520],{"text":1521,"type":513},"Wie werden Limbic® Types in der Praxis eingesetzt?",{"type":42,"attrs":1523,"content":1524},{"textAlign":118},[1525],{"text":1526,"type":513},"Es ist wichtig, die Limbic® Types der eigenen Zielgruppe zu kennen, damit Marken, Produkte und Dienstleistungen gleichermaßen eine “emotionale Heimat” finden. Denn nur wenn diese mit dem Wertesystem der Zielgruppe im Einklang stehen, erzeugen sie eine Resonanz.",{"type":42,"attrs":1528,"content":1529},{"textAlign":118},[1530,1532,1536],{"text":1531,"type":513},"Das ",{"text":1533,"type":513,"marks":1534},"emotionale Nutzenversprechen",[1535],{"type":952},{"text":1537,"type":513}," bildet demnach die Grundlage für die weitere Anwendung des Limbischen Systems in Bereichen wie Marketing, Design, Service oder Vertrieb. Von der Zielgruppe hängt also ganz konkret ab, welches Layout der Website und welche Marketingbotschaften eine verkaufsfördernde Wirkung erzielen und auf welche Art und Weise Produkt-Features und Informationen kommuniziert werden müssen, um eine Resonanz zu erzeugen.",{"type":1071,"attrs":1539,"content":1541},{"level":1540,"textAlign":118},3,[1542],{"text":1543,"type":513},"Limbic® Types im Marketing und der Markenkommunikation (inkl. Webdesign)",{"type":42,"attrs":1545,"content":1546},{"textAlign":118},[1547],{"text":1548,"type":513},"Limbic® Types können bei der Markenbildung und -führung sowie der Marketingkommunikation, sowohl textlich wie auch visuell, herangezogen werden. Erfolgreiche Marken unterscheiden sich von weniger erfolgreichen dadurch, dass sie einen festen Platz im menschlichen Emotions- und Werteraum einnehmen und sich vom Wettbewerb neben anderen Merkmalen in einem von ihnen markentypisch besetzten Werteraum unterscheiden.",{"type":42,"attrs":1550,"content":1551},{"textAlign":118},[1552,1554,1560],{"text":1553,"type":513},"Ein gutes Beispiel ist der ",{"text":1555,"type":513,"marks":1556},"Instagram-Account von IKEA",[1557],{"type":966,"attrs":1558},{"href":1559,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.instagram.com/ikeadeutschland/",{"text":1561,"type":513},": Täglich publiziert der Möbelgigant die Fantasie anregende Fotos und lockt damit genau die richtigen Limbic® Types “im Südwesten der Karte” in seine Möbelhäuser: Junge Leute und Familien, die sich stets über neue Einrichtungsideen erfreuen, dabei jedoch nicht an Kreativität sparen wollen.",{"_uid":1563,"image":1564,"caption":1568,"component":1254},"6ada2a74-0ba9-4737-9284-bbb46dd0a4f8",{"alt":1565,"src":1566,"name":30,"focus":30,"title":118,"source":30,"filename":1566,"copyright":30,"fieldtype":49,"meta_data":1567,"is_external_url":81},"Instagram Account von IKEA (Screenshot)","https://storage.googleapis.com/kk-website-assets/imQnQ-tD_ikea-instagram-account-610x445.png",{"alt":1565,"title":118,"source":30,"copyright":30},{"type":39,"content":1569},[1570],{"type":42,"content":1571},[1572],{"text":1573,"type":513},"Instagram-Account von IKEA (Screenshot vom 25.07.2019)",{"_uid":1575,"text":1576,"component":1029},"26ae1747-6f04-4c39-aea0-923ed989d632",{"type":39,"content":1577},[1578],{"type":42,"content":1579},[1580],{"text":1581,"type":513},"Ein aktuelles Beispiel aus dem Bereich der Markenpositionierung ist der (inzwischen gescheiterte) Sponsoring-Deal von BMW und dem FC Bayern München. Verorten wir diese beiden Brands auf der Limbic® Map, stellen wir fest, dass der Fußballclub klar in der Dominanz-Region angesiedelt ist, der Autobauer hingegen im Stimulanz-Bereich (verdeutlicht durch den Slogan “Freude am Fahren”). Die Partnerschaft hätte BMW auf lange Sicht dazu gedient, sich weiter rechts zu positionieren und in einem Marktsegment Fuß zu fassen, in dem Geld vorhanden ist, schließlich wollen Performer immer nur das Beste, koste es, was es wolle. Ohne diesen Deal bleibt Audi weiterhin Sponsor des FCB und dominiert als quasi einziger Autobauer diesen Emotionsraum – und kommuniziert das zielgruppengerecht mit dem Slogan “Vorsprung durch Technik”.",{"_uid":1583,"image":1584,"caption":1588,"component":1254},"9e8f0f41-50b9-495c-a76f-9d39c2ecb50f",{"alt":1585,"src":1586,"name":30,"focus":30,"title":118,"source":30,"filename":1586,"copyright":30,"fieldtype":49,"meta_data":1587,"is_external_url":81},"Automobilhersteller auf der Limbic Map","https://storage.googleapis.com/kk-website-assets/xiEjNhWt_limbic-map-automarken-610x343.gif",{"alt":1585,"title":118,"source":30,"copyright":30},{"type":39,"content":1589},[1590],{"type":42,"content":1591},[1592],{"text":1585,"type":513},{"_uid":1594,"text":1595,"component":1029},"3a987509-787c-44ef-8edc-91b75d747408",{"type":39,"content":1596},[1597,1609,1613,1617,1623],{"type":42,"content":1598},[1599,1601,1607],{"text":1600,"type":513},"“Eine prägnant positionierte und gut inszenierte Marke führt”, so Prof. Dr. Hans-Willi Schroiff und Tina Müller in ihrem Buch ",{"text":1602,"type":513,"marks":1603},"Warum Produkte floppen",[1604],{"type":966,"attrs":1605},{"href":1606,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.amazon.de/Warum-Produkte-floppen-Tods%C3%BCnden-Marketings/dp/3648041207/",{"text":1608,"type":513}," (erschienen 2013 im Haufe Lexware Verlag), “zwangsläufig zu Wahrnehmungsveränderungen in Richtung der Positionierung. Einem als ‘sicher’ positionierten Automobil wird nach der aktiven Erprobung auch eine größere Sicherheit attestiert. Die emotionale Einfärbung im Zwischenhirn verändert aktiv die Perzeption und stärkt die Urteilssicherheit der Bewerter. Das ist Fluch und Segen zugleich, denn in diesem Sinne gut positionierte Marken kommen eben auch schlechter von ihrem Ross wieder herunter.”",{"type":42,"content":1610},[1611],{"text":1612,"type":513},"Alle eben genannten Marken haben einen sehr starken “Limbic® Load”, das heißt, sie werden in ihrer Wahrnehmung extrem durch die ihnen beigemessenen Werte beeinflusst. Die erwähnten Slogans der Autohersteller verdeutlichen diese Bewertung und auch der FC Bayern wird oft mit Attributen wie dominant, siegreich und stolz in Verbindung gebracht.",{"type":42,"content":1614},[1615],{"text":1616,"type":513},"Auch in der visuellen Marken- und Marketingkommunikation kann Limbic® eingesetzt werden. In einer eigenen Studie fanden wir beispielsweise heraus, dass es je nach Limbic® Type Präferenzen in Bezug auf Form, Farbe, Bildsprache und Schrift gibt. Schon der erste Eindruck deiner Website entscheidet also darüber, ob du den Nutzer emotional ansprichst oder nicht. Dazu drei Beispiele:",{"type":1071,"attrs":1618,"content":1620},{"level":1619},4,[1621],{"text":1622,"type":513},"Beispiel 1: Farbe",{"type":42,"content":1624},[1625],{"text":1626,"type":513},"Während im Balance-Bereich Naturfarben Anklang finden, so sind es im Dominanz-Bereich eher Rot, Schwarz und Gold und im Stimulanz-Bereich sommerliche Farben wie Gelb und Orange.",{"_uid":1628,"image":1629,"caption":1633,"component":1254},"72553596-163c-470c-a243-974c6fba7a62",{"alt":1630,"src":1631,"name":30,"focus":30,"title":118,"source":30,"filename":1631,"copyright":30,"fieldtype":49,"meta_data":1632,"is_external_url":81},"Einordnung der Farbwelt nach Limbic Type","https://storage.googleapis.com/kk-website-assets/PIZi9ibf_Farbmanagment-610x343.png",{"alt":1630,"title":118,"source":30,"copyright":30},{"type":39,"content":1634},[1635],{"type":42,"content":1636},[1637],{"text":1638,"type":513},"Einordnung der Farbwelt nach Limbic Type (Quelle: Gruppe Nymphenburg)",{"_uid":1640,"text":1641,"component":1029},"e2c97524-0b9e-4ca5-8a0d-fe72401ae5ed",{"type":39,"content":1642},[1643,1648],{"type":1071,"attrs":1644,"content":1645},{"level":1619},[1646],{"text":1647,"type":513},"Beispiel 2: Bildsprache",{"type":42,"content":1649},[1650],{"text":1651,"type":513},"Im Dominanz-Bereich der Limbic Map punkten Bilder, die einen gewissen Status widerspiegeln (z.B. Männer in Anzügen), wohingegen im Stimulanz-Bereich die Individualität und Freiheit zum Ausdruck kommen sollten. Im Balance-Bereich kommt es vor allem auf Klarheit, bekannte Motive und eine gewisse Zurückhaltung an.",{"_uid":1653,"image":1654,"caption":1658,"component":1254},"6cdfc198-41bc-4704-b38e-d8943e3cc257",{"alt":1655,"src":1656,"name":30,"focus":30,"title":118,"source":30,"filename":1656,"copyright":30,"fieldtype":49,"meta_data":1657,"is_external_url":81},"Bildwelten auf der Limbic Map","https://storage.googleapis.com/kk-website-assets/ogaH0qaN_limbic-map-emotionale-bilder-610x343.gif",{"alt":1655,"title":118,"source":30,"copyright":30},{"type":39,"content":1659},[1660],{"type":42,"content":1661},[1662],{"text":1663,"type":513},"Unterschiedliche emotionale Bildwelten auf der Limbic Map",{"_uid":1665,"text":1666,"component":1029},"ef997f77-285f-4cbb-b9a1-6b6363d221d6",{"type":39,"content":1667},[1668,1673],{"type":1071,"attrs":1669,"content":1670},{"level":1619},[1671],{"text":1672,"type":513},"Beispiel 3: Text",{"type":42,"content":1674},[1675],{"text":1676,"type":513},"Auch die Texte auf deiner Webseite sollten sich gezielt an einen Limbic® Type richten. Die Wortwahl ist dabei genauso wichtig wie Schriftart, -größe und -schnitt. Die folgenden Textbeispiele haben wir im Rahmen unserer Neuromarketing-Studie validiert:",{"_uid":1678,"image":1679,"caption":1683,"component":1254},"04fbc293-4979-4628-8cbe-37ba8b2f1c67",{"alt":1680,"src":1681,"name":30,"focus":30,"title":118,"source":30,"filename":1681,"copyright":30,"fieldtype":49,"meta_data":1682,"is_external_url":81},"Copywriting für unterschiedliche Limbic Types","https://storage.googleapis.com/kk-website-assets/w_hdKwSF_limbic-map-texte-610x343.jpeg",{"alt":1680,"title":118,"source":30,"copyright":30},{"type":39,"content":1684},[1685],{"type":42,"content":1686},[1687],{"text":1688,"type":513},"Copywriting-Beispiele für unterschiedliche Limbic Types",{"_uid":1690,"image":1691,"caption":1695,"component":1254},"d7f3eac3-696b-448e-91b7-a038f09a6a44",{"alt":1692,"src":1693,"name":30,"focus":30,"title":118,"source":30,"filename":1693,"copyright":30,"fieldtype":49,"meta_data":1694,"is_external_url":81},"Beispieltext für den Stimulanz-Typen","https://storage.googleapis.com/kk-website-assets/CcQ_PADG_copywriting-limbic-stimulanz-610x343.jpeg",{"alt":1692,"title":118,"source":30,"copyright":30},{"type":39,"content":1696},[1697],{"type":42,"content":1698},[1699],{"text":1692,"type":513},{"_uid":1701,"image":1702,"caption":1706,"component":1254},"df76e4fc-75c8-4bc0-8af5-96184748b15c",{"alt":1703,"src":1704,"name":30,"focus":30,"title":118,"source":30,"filename":1704,"copyright":30,"fieldtype":49,"meta_data":1705,"is_external_url":81},"Beispieltext für den Dominanz-Typen","https://storage.googleapis.com/kk-website-assets/HJU_OIIg_copywriting-limbic-dominanz-610x343.jpeg",{"alt":1703,"title":118,"source":30,"copyright":30},{"type":39,"content":1707},[1708],{"type":42,"content":1709},[1710],{"text":1703,"type":513},{"_uid":1712,"size":30,"image":1713,"caption":1717,"component":1254},"9d3cf4b9-2f04-495d-a631-0b95b9644a80",{"alt":1714,"src":1715,"name":30,"focus":30,"title":118,"source":30,"filename":1715,"copyright":30,"fieldtype":49,"meta_data":1716,"is_external_url":81},"Beispieltext für den Balance-Typen","https://storage.googleapis.com/kk-website-assets/aWVLH9ky_copywriting-limbic-balance-typ-610x343.jpeg",{"alt":1714,"title":118,"source":30,"copyright":30},{"type":39,"content":1718},[1719],{"type":42,"content":1720},[1721],{"text":1714,"type":513},{"_uid":1723,"text":1724,"component":1029},"b89cad85-9191-44b8-847e-658dc22d2d13",{"type":39,"content":1725},[1726,1731,1736,1741],{"type":1071,"attrs":1727,"content":1728},{"level":1540,"textAlign":118},[1729],{"text":1730,"type":513},"Limbic® Types im Service & Vertrieb",{"type":42,"attrs":1732,"content":1733},{"textAlign":118},[1734],{"text":1735,"type":513},"Der Erfolg eines Verkaufsgesprächs hängt zum Großteil davon ab, ob es dem Verkäufer gelingt, den Interessenten auf einer emotionalen Ebene zu erreichen und zu überzeugen. Das geschieht im wahren Leben als Verkäufer deutlich einfacher, denn ein Verkäufer kann den Kunden bereits durch sein Auftreten, den Kleidungsstil und die Wortwahl bestens einschätzen. Auf einer Webseite ist das nicht so einfach. Denn du kennst vielleicht das Beispiel, dass keiner eine Bohrmaschine kaufen will, sondern ein Loch in der Wand. Oder um es noch weiter zuzuspitzen: Keiner will ein Loch in der Wand, sondern eine Schraube, um ein Bild aufzuhängen, an dem wir uns bei jedem Vorbeigehen erfreuen. Bei einem Verkaufsgespräch spielt die – vor allem mentale (Stichwort: Kopfkino) – Gesprächsumgebung daher eine ebenso wichtige Rolle wie die Argumentation selbst.",{"type":42,"attrs":1737,"content":1738},{"textAlign":118},[1739],{"text":1740,"type":513},"Das Ziel als Verkäufer ist es folglich, bewusst in das Unterbewusstsein des Interessenten zu gelangen. Dafür muss er die Emotionswelt seines Gegenübers erkennen und zu nutzen wissen; sprich, durch seine Kommunikation die richtigen Gefühle erzeugen.",{"type":42,"attrs":1742,"content":1743},{"textAlign":118},[1744],{"text":1745,"type":513},"Bleiben wir für ein Beispiel in der Automobilbranche: Ein Verkäufer sollte ein und dasselbe Auto einem Familienvater unbedingt anders anpreisen als Herrn Arthur von Greven, Junior – sofern er es denn beiden Kunden erfolgreich verkaufen möchte. Dafür bedient er sich der Emotions- und Wertewelt und umschreibt ausgewählte Produkteigenschaften so, dass sie eine Resonanz erzeugen:",{"_uid":1747,"image":1748,"caption":1752,"component":1254},"4ad02553-efb9-4c63-8de9-6e1ee2591f07",{"alt":1749,"src":1750,"name":30,"focus":30,"title":118,"source":30,"filename":1750,"copyright":30,"fieldtype":49,"meta_data":1751,"is_external_url":81},"Beispiel zweier unterschiedlicher Käufertypen auf der Limbic Map","https://storage.googleapis.com/kk-website-assets/rDVPTZtS_limbic-map-personas-610x343.jpeg",{"alt":1749,"title":118,"source":30,"copyright":30},{"type":39,"content":1753},[1754],{"type":42,"content":1755},[1756],{"text":1757,"type":513},"Beispiel zweier unterschiedlicher Käufertypen",{"_uid":1759,"text":1760,"component":1029},"def3db88-e64c-4e5b-a868-2ca99fdaae87",{"type":39,"content":1761},[1762,1767],{"type":42,"attrs":1763,"content":1764},{"textAlign":118},[1765],{"text":1766,"type":513},"Der Familienvater springt auf einen Mercedes Benz GLS eher an, wenn ihm der Verkäufer von der effizienten Start-Stopp-Automatik, dem eingebauten Entertainment-System für die Kinder und dem automatischen Abblendlicht erzählt, anstatt sich auf dieselben Argumente für Herrn von Greven zu verlassen. Denn ein Sportauspuff, der neueste Sprachassistent zum Vorlesen eingehender E-Mails oder der LED-Frontscheinwerfer spielen für ihn keine Rolle.",{"type":42,"attrs":1768,"content":1769},{"textAlign":118},[1770],{"text":1771,"type":513},"Ich denke, das Prinzip ist klar, oder?",{"_uid":1773,"icon":30,"text":1774,"image":1828,"theme":1061,"component":1062,"action_buttons":1830,"image_position":1064},"76054b3a-ecff-46af-a636-39c97024deff",{"type":39,"content":1775},[1776,1785],{"type":42,"attrs":1777,"content":1778},{"textAlign":118},[1779,1783],{"text":1780,"type":513,"marks":1781},"📚 Leseempfehlungen",[1782],{"type":952},{"text":1784,"type":513}," (weil wir oft danach gefragt werden…)",{"type":954,"content":1786},[1787,1802,1815],{"type":957,"content":1788},[1789],{"type":42,"attrs":1790,"content":1791},{"textAlign":118},[1792,1800],{"text":1793,"type":513,"marks":1794},"Neuromarketing: Erkenntnisse der Hirnforschung für Markenführung, Werbung und Verkauf",[1795,1799],{"type":966,"attrs":1796},{"href":1797,"uuid":118,"anchor":118,"target":1798,"linktype":136},"https://www.amazon.de/Neuromarketing-Erkenntnisse-Hirnforschung-Markenf%C3%BChrung-Fachbuch/dp/3648127144/","_blank",{"type":1056},{"text":1801,"type":513}," (Hans-Georg Häusel, Haufe Fachbuch, 2019)",{"type":957,"content":1803},[1804],{"type":42,"attrs":1805,"content":1806},{"textAlign":118},[1807,1814],{"text":1808,"type":513,"marks":1809},"Emotional Boosting: Die hohe Kunst der Kaufverführung",[1810,1813],{"type":966,"attrs":1811},{"href":1812,"uuid":118,"anchor":118,"target":1798,"linktype":136},"https://www.amazon.de/Emotional-Boosting-Kunst-Kaufverf%C3%BChrung-Fachbuch/dp/3648127217/",{"type":1056},{"text":1801,"type":513},{"type":957,"content":1816},[1817],{"type":42,"attrs":1818,"content":1819},{"textAlign":118},[1820,1826],{"text":1821,"type":513,"marks":1822},"Warum Produkte floppen: Die 10 Todsünden des Marketings",[1823,1825],{"type":966,"attrs":1824},{"href":1606,"uuid":118,"anchor":118,"target":1798,"linktype":136},{"type":1056},{"text":1827,"type":513}," (Tina Müller & Hans-Willi Schroiff, Haufe Fachbuch, 2013)",{"id":118,"alt":118,"name":30,"focus":118,"title":118,"source":118,"filename":30,"copyright":118,"fieldtype":49,"meta_data":1829},{},[],{"_uid":1832,"text":1833,"component":1029},"30ff0cdf-98b7-4974-ac1f-469c2f0f3bd6",{"type":39,"content":1834},[1835,1840,1845,1875,1880,1885],{"type":1071,"attrs":1836,"content":1837},{"level":1073,"textAlign":118},[1838],{"text":1839,"type":513},"Diskussion zum Limbic®-Modell und Alternativen",{"type":42,"attrs":1841,"content":1842},{"textAlign":118},[1843],{"text":1844,"type":513},"Natürlich besitzt der Limbic® Ansatz – wie jedes andere Modell auch – keine Allgemeingültigkeit. Wir Menschen unterscheiden uns durch verschiedene Hauptmotive, Präferenzen und Emotionen voneinander, weshalb jeder von uns in bestimmten Situationen anders reagiert. Aber insbesondere dann, wenn über die anzusprechende Zielgruppe wenige oder auch gar keine Informationen vorhanden sind, ist dies ein guter Ansatzpunkt, die eigenen Werbemaßnahmen zu analysieren und zu optimieren. Das Modell bietet dahingehend einige Vorteile gegenüber anderen Segmentierungsmodellen:",{"type":954,"content":1846},[1847,1854,1861,1868],{"type":957,"content":1848},[1849],{"type":42,"attrs":1850,"content":1851},{"textAlign":118},[1852],{"text":1853,"type":513},"Es stellt qualitative und quantitative Marktuntersuchungen auf eine einheitliche Erklärungsplattform und macht sie damit nachvollziehbar.",{"type":957,"content":1855},[1856],{"type":42,"attrs":1857,"content":1858},{"textAlign":118},[1859],{"text":1860,"type":513},"Die Konstruktionsprinzipien und der wissenschaftliche Hintergrund sind transparent und überprüfbar.",{"type":957,"content":1862},[1863],{"type":42,"attrs":1864,"content":1865},{"textAlign":118},[1866],{"text":1867,"type":513},"Das System kann schnell und selbstständig in die tägliche Praxis integriert werden und positive Resultate generieren.",{"type":957,"content":1869},[1870],{"type":42,"attrs":1871,"content":1872},{"textAlign":118},[1873],{"text":1874,"type":513},"Marketing- und Produktmanager erhalten mit dem Limbic®-System eine einheitliche Plattform für Emotionen, Motive und Werte, auf der sie Märkte strukturieren, Zielgruppen formulieren und Marketingmaßnahmen verbessern können.",{"type":42,"attrs":1876,"content":1877},{"textAlign":118},[1878],{"text":1879,"type":513},"Indes verleitet das Modell zu der Annahme, dass wir uns in der Kommunikation auf eine bestimmte Art von Mensch konzentrieren können. Das wird jedoch spätestens dann problematisch, wenn Unternehmen, zum Beispiel mit einem Online-Shop, mehrere Typen bedienen wollen.",{"type":42,"attrs":1881,"content":1882},{"textAlign":118},[1883],{"text":1884,"type":513},"Der wahre Wert von Limbic® liegt in der Unabhängigkeit von soziodemografischen und soziologischen Daten. Während es mit derartigen Modellen passieren könnte, dass du Prince Charles und Ozzy Osbourne – beide männlich, verheiratet, über 50, aus Großbritannien und wohlhabend – auf dieselbe Art und Weise ansprichst, bist du mit Limbic® vor dieser Gefahr gefeit. Es bewährt sich in der Praxis immer wieder, mit Persönlichkeitstypen zu beginnen und soziodemografische Daten zu ergänzen.",{"type":42,"attrs":1886,"content":1887},{"textAlign":118},[1888],{"text":1889,"type":513},"Die Kombination ist auch deshalb sinnvoll, weil sich unser Werte- und Emotionssystem mit zunehmendem Alter verändert. Beispielsweise nehmen Testosteron und der Stimulanz-Neurotransmitter Dopamin mit dem Alter ab. Dadurch lassen Neugier und Risikobereitschaft stark nach und Status wird weniger wichtig. Im Gegenzug nimmt die Konzentration des Stresshormons Cortisol mit dem Alter zu, weshalb wir versuchen, Unsicherheiten zu vermeiden. Das heißt natürlich nicht, dass ein Performer von heute auf morgen zum Harmoniser wird. Die Veränderungen sind eher schleichend, können sich aber im (Kauf)Verhalten widerspiegeln.",{"_uid":1891,"image":1892,"caption":1896,"component":1254},"5319ec54-71c4-48f5-96d2-dde7857f2b41",{"alt":1893,"src":1894,"name":30,"focus":30,"title":118,"source":30,"filename":1894,"copyright":30,"fieldtype":49,"meta_data":1895,"is_external_url":81},"Hormonspiegel im Laufe des Lebens","https://storage.googleapis.com/kk-website-assets/D4J9qxcu_Hormonspiegel-im-Laufe-des-Lebens-610x361.png",{"alt":1893,"title":118,"source":30,"copyright":30},{"type":39,"content":1897},[1898],{"type":42,"content":1899},[1900],{"text":1901,"type":513},"Hormonspiegel im Laufe des Lebens (Quelle: Gruppe Nymphenburg)",{"_uid":1903,"text":1904,"component":1029},"5b7f35ac-36ac-4e74-ab12-0b9162b171ae",{"type":39,"content":1905},[1906],{"type":42,"content":1907},[1908],{"text":1909,"type":513},"Das spiegelt sich dementsprechend auch in der Alters- und Geschlechterverteilung wider:",{"_uid":1911,"image":1912,"caption":1916,"component":1254},"497c7a1f-dc2b-4e90-8220-6b5aabc20c74",{"alt":1913,"src":1914,"name":30,"focus":30,"title":118,"source":30,"filename":1914,"copyright":30,"fieldtype":49,"meta_data":1915,"is_external_url":81},"Verteilung von Limbic Types nach Alter","https://storage.googleapis.com/kk-website-assets/Q-evaYD0_Verteilung-von-Limbic-Types-nach-Alter-610x343.png",{"alt":1913,"title":118,"source":30,"copyright":30},{"type":39,"content":1917},[1918],{"type":42,"content":1919},[1920],{"text":1921,"type":513},"Verteilung der Limbic® Types in der deutschen Bevölkerung nach Alter (Quelle: Gruppe Nymphenburg)",{"_uid":1923,"image":1924,"caption":1928,"component":1254},"83f8de79-96b4-4b70-ae1d-3c80478035b5",{"alt":1925,"src":1926,"name":30,"focus":30,"title":118,"source":30,"filename":1926,"copyright":30,"fieldtype":49,"meta_data":1927,"is_external_url":81},"Verteilung der Limbic® Types in der deutschen Bevölkerung nach Geschlecht","https://storage.googleapis.com/kk-website-assets/cXwdDRzc_limbic-types-verteilung-maennlich-weiblich-610x343.jpeg",{"alt":1925,"title":118,"source":30,"copyright":30},{"type":39,"content":1929},[1930],{"type":42,"content":1931},[1932],{"text":1933,"type":513},"Verteilung der Limbic® Types in der deutschen Bevölkerung nach Geschlecht (Quelle: Gruppe Nymphenburg)",{"_uid":1935,"text":1936,"component":1029},"ae78b5ec-b532-4632-b681-9a3197224e21",{"type":39,"content":1937},[1938],{"type":42,"attrs":1939,"content":1940},{"textAlign":118},[1941],{"text":1942,"type":513},"In der Praxis bedeutet das für uns Marketer also, klassische “Buyer Personas” um Limbic® Types zu erweitern bzw. diesen zuzuordnen und durch einen entsprechenden Mix aus Forschung und eigenen Daten zu validieren. Und zwar sowohl auf einem allgemeingültigen Level als auch einem ziel- und aufgabenspezifischen Level. Denn je nach Fragestellung (Wie profitieren wir durch Personas?) verändert sich die Zielgruppe…",{"_uid":1944,"text":1945,"component":1029},"960dd6fd-e4d7-4b37-9101-4e94d587d2e5",{"type":39,"attrs":1946,"content":1947},{"backgroundColor":118},[1948,1953,1970],{"type":1071,"attrs":1949,"content":1950},{"level":1073,"textAlign":118},[1951],{"text":1952,"type":513},"Wie erstelle und validiere ich Limbic® Personas durch Daten?",{"type":42,"attrs":1954,"content":1955},{"textAlign":118},[1956,1958,1962,1964,1968],{"text":1957,"type":513},"Die meisten Unternehmen haben in Form ihrer ",{"text":1959,"type":513,"marks":1960},"Web-Analytics",[1961],{"type":952},{"text":1963,"type":513}," bereits eine gute Datenquelle für die Entwicklung ihrer Limbic® Personas. In Kombination mit ",{"text":1965,"type":513,"marks":1966},"Daten aus ihrem CRM-System",[1967],{"type":952},{"text":1969,"type":513}," lassen sich bereits erste Vermutungen über Limbic® Types anstellen, die im Anschluss durch gezielte Tests validiert werden können. Das Aufstellen und Testen dieser Hypothesen zum Nutzerverhalten ist allerdings nur ein Teil der Validierung. Jedes Unternehmen muss die relevanten Faktoren für die eigene Website überhaupt erst identifizieren. Auch wir haben kein allgemeingültiges System zur Identifizierung von Limbic® Types anhand von Onsite-Metrics und ziehen daher immer wieder diverse Daten heran – in manchen Projekten über 150 verschiedene Messpunkte. Zum Beispiel:",{"type":954,"content":1971},[1972],{"type":957,"content":1973},[1974],{"type":42,"attrs":1975,"content":1976},{"textAlign":118},[1977,1981],{"text":1978,"type":513,"marks":1979},"Scrollverhalten",[1980],{"type":952},{"text":1982,"type":513},": Je nach Typ kann das sehr unterschiedlich ausfallen. Während Traditionalisten tendenziell vielleicht eher langsam scrollen und Disziplinierte alle Informationen konsumieren (zweite Hälfte des Videos), so springen Performer womöglich gerne von A nach D und zurück zu B (erste Hälfte des Videos). Pauschal lässt sich das natürlich sagen, denn das Scrollverhalten hängt von weiteren Faktoren ab und kann durch einzelne Elemente auf einer Seite gezielt getriggert werden, aber eine Hypothese lässt sich daraus sicherlich formulieren.",{"_uid":1984,"text":1985,"component":1029},"ff5b08f1-5d83-4d38-b1f7-36e2bafbe861",{"type":39,"content":1986},[1987,1989,2010],{"type":42,"attrs":1988},{"textAlign":118},{"type":954,"content":1990},[1991],{"type":957,"content":1992},[1993],{"type":42,"attrs":1994,"content":1995},{"textAlign":118},[1996,1998,2002,2004,2008],{"text":1997,"type":513},"Dieses Verhalten kann sich auch in der ",{"text":1999,"type":513,"marks":2000},"Seitenaufenthaltsdauer",[2001],{"type":952},{"text":2003,"type":513}," sowie der ",{"text":2005,"type":513,"marks":2006},"Anzahl an Seiten pro Sitzung",[2007],{"type":952},{"text":2009,"type":513}," widerspiegeln.",{"type":954,"content":2011},[2012],{"type":957,"content":2013},[2014],{"type":42,"attrs":2015,"content":2016},{"textAlign":118},[2017,2021],{"text":2018,"type":513,"marks":2019},"Filter- bzw. 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Hedonisten hingegen sortieren lieber die neuesten Produkte nach oben und scheuen auch nicht unbedingt günstige Importmarken.",{"_uid":2024,"image":2025,"caption":2029,"component":1254},"c4ae14e5-cb5b-4761-bb92-f277c55ea346",{"alt":2026,"src":2027,"name":30,"focus":30,"title":118,"source":30,"filename":2027,"copyright":30,"fieldtype":49,"meta_data":2028,"is_external_url":81},"Datenquellen zur Validierung von Limbic® Types","https://storage.googleapis.com/kk-website-assets/HwBYYdF6_limbic-types-daten-segmente-610x343.jpeg",{"alt":2026,"title":118,"source":30,"copyright":30},{"type":39,"content":2030},[2031],{"type":42,"content":2032},[2033],{"text":2034,"type":513},"Mögliche Datenquellen zur Validierung von Limbic® Types",{"_uid":2036,"text":2037,"component":1029},"732de30d-f5ea-482f-834a-d0ebfdf54362",{"type":39,"content":2038},[2039,2052,2067,2077,2082,2087,2092],{"type":42,"attrs":2040,"content":2041},{"textAlign":118},[2042,2044,2050],{"text":2043,"type":513},"Wie genau du Kundendaten für eine erfolgreiche Personalisierung nutzt, erklärt dir unsere Head of Data Analytics Julia Engelmann ",{"text":2045,"type":513,"marks":2046},"in ihrem Beitrag hier",[2047],{"type":966,"attrs":2048},{"href":2049,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://www.konversionskraft.de/data-analytics/personalisierung-in-vier-schritten-mit-kundendaten.html",{"text":2051,"type":513},".",{"type":42,"attrs":2053,"content":2054},{"textAlign":118},[2055,2057,2066],{"text":2056,"type":513},"Wie du Kundentypen für Personalisierung im Online-Shop nutzt, zeigt unser ",{"text":2058,"type":513,"marks":2059},"Ratgeber Personalisierung",[2060],{"type":966,"attrs":2061},{"href":2062,"uuid":63,"anchor":118,"target":1049,"linktype":31,"story":2063},"/de/personalisierung",{"name":65,"id":2064,"uuid":63,"slug":2065,"url":64,"full_slug":64,"_stopResolving":81},228025368102627,"personalisierung",{"text":2051,"type":513},{"type":42,"attrs":2068,"content":2069},{"textAlign":118},[2070,2072,2076],{"text":2071,"type":513},"Neben den vorhandenen Daten aus CRM & Web-Analytics sind wir bei konversionsKRAFT große Verfechter des User Research. Es spricht nichts dagegen bzw. ist im Gegenteil meist eine sehr sinnvolle Investition, ",{"text":2073,"type":513,"marks":2074},"die eigene Zielgruppe (ergo Kunden und potenzielle Kunden) direkt zu befragen",[2075],{"type":952},{"text":2051,"type":513},{"type":42,"attrs":2078,"content":2079},{"textAlign":118},[2080],{"text":2081,"type":513},"Unser Vorgehen sieht meist so aus, dass wir Limbic Personas zunächst qualitativ erarbeiten – dazu laden wir gezielt bestimmte Typen in unser Lab ein – und diese dann quantitativ validieren.",{"type":42,"attrs":2083,"content":2084},{"textAlign":118},[2085],{"text":2086,"type":513},"Mithilfe von Methoden wie Jobs-to-be-done können wir enorm wertvolle Erkenntnisse nicht nur über den Limbic® Type gewinnen (z.B. aus der Verwendung bestimmter Schlüsselbegriffe), sondern auch über den gesamten Entscheidungsfindungsprozess unserer Kunden.",{"type":42,"attrs":2088,"content":2089},{"textAlign":118},[2090],{"text":2091,"type":513},"Dabei können die Kollegen aus Service und Vertrieb im ersten Schritt oft schon selbst passende Antworten liefern, da sie im stetigen Kontakt mit der Zielgruppe stehen und gelernt haben, deren Sprache zu sprechen. Typische Beschwerden, Wünsche oder Fragen lassen sich ggf. schon bestimmten Limbic® Types zuordnen.",{"type":42,"attrs":2093},{"textAlign":118},{"_uid":2095,"text":2096,"component":1029},"e9b7921c-9ae5-4b49-9646-0868fdee4ebf",{"type":39,"content":2097},[2098,2103,2108,2113,2133,2138],{"type":1071,"attrs":2099,"content":2100},{"level":1073,"textAlign":118},[2101],{"text":2102,"type":513},"Fazit und Ausblick",{"type":42,"attrs":2104,"content":2105},{"textAlign":118},[2106],{"text":2107,"type":513},"“Wesentliche Entscheidungen sind ohne Emotionen undenkbar, weil Emotionen erst den Wert und das Ziel jeglicher Entscheidung vorgeben,” fasst Hans-Georg Häusel in einem seiner Fachbeiträge über Neuromarketing zusammen. Sein Modell stellt eine objektive Entscheidungshilfe für die konsistente Markenführung und zielgerichtete Kommunikation dar und ergänzt andere Marketinginstrumente wie Personas.",{"type":42,"attrs":2109,"content":2110},{"textAlign":118},[2111],{"text":2112,"type":513},"Du hast nun hoffentlich ein Gefühl für den Nutzen von Limbic® bekommen und bist jetzt in der Lage für dich zu entscheiden, ob dich dieser Ansatz in puncto Conversion-Optimierung, Personalisierung und Marketing insgesamt weiterbringen könnte. Wenn Fragen offen geblieben sind oder jetzt neue entstanden sind, dann schreib mir gerne einen Kommentar. Limbic® gilt nicht ohne Grund als Expertenmethodik, es braucht viel Praxis und Erfahrung, um das volle Potenzial auszuschöpfen. 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Mit Limbic® steht uns ein effektives Tool zur Verfügung, um Zielgruppen zu beschreiben und deren Wahrnehmung zu analysieren.",{"alt":903,"src":2147,"name":30,"focus":30,"title":903,"source":30,"filename":2147,"copyright":30,"fieldtype":49,"meta_data":2148,"is_external_url":81},"https://storage.googleapis.com/kk-website-assets/uT-Kv4B0_brain-e1571917095148-1620x500.jpg",{"alt":903,"title":903,"source":30,"copyright":30},[2150],{"name":2151,"created_at":2152,"published_at":2153,"updated_at":2154,"id":2155,"uuid":2156,"content":2157,"slug":2179,"full_slug":2180,"sort_by_date":118,"position":2181,"tag_list":2182,"is_startpage":51,"parent_id":2183,"meta_data":118,"group_id":2184,"first_published_at":2185,"release_id":118,"lang":124,"path":118,"alternates":2186,"default_full_slug":118,"translated_slugs":118,"_stopResolving":81},"André Morys","2025-10-10T20:05:32.617Z","2026-10-09T12:08:22.879Z","2026-10-09T12:08:22.893Z",100094495227945,"491d42eb-e892-4c21-bba7-75e8ea5c0bce",{"_uid":2158,"name":2151,"role":30,"about":2159,"email":2171,"avatar":2172,"component":2175,"social_link_x":2176,"social_link_dribbble":30,"social_link_facebook":2177,"social_link_linked_in":2178},"f7be45c7-18b3-4af2-8141-33da6207c43d",{"type":39,"content":2160},[2161,2166],{"type":42,"attrs":2162,"content":2163},{"textAlign":118},[2164],{"text":2165,"type":513},"André Morys (geb. 1974) ist Gründer und Vorstand (Vors.) von konversionsKRAFT, strategischer Partner für digitales Wachstum, der Umsetzung und Resultate verantwortet. 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kaufen","2025-10-15T16:19:51.334Z","2026-10-09T06:33:45.295Z","2026-10-09T06:33:45.323Z",101808502145522,"da69ec03-8de5-4210-89b1-c000219f6a40",{"seo":2303,"_uid":2306,"body":2307,"text":3642,"image":3643,"footer":30,"header":30,"authors":3646,"category":3648,"headline":2296,"component":2188,"categories":3649,"bottom_head":3705,"breadcrumbs":3706,"seo_noindex":51,"sidebar_cta":3721,"reading_time":3722,"seo_nofollow":51,"seo_canonical":30,"bottom_buttons":3723,"additional_slot":3724,"sidebar_cta_enabled":81,"sidebar_toc_enabled":81},{"title":2304,"plugin":912,"og_image":30,"og_title":2304,"description":2305,"twitter_image":30,"twitter_title":2304,"og_description":2305,"twitter_description":2305},"Jobs to be Done (JTBD): Definition, Methode und Beispiele | konversionsKRAFT","Was ist Jobs to be Done? Definition, die vier Kräfte, JTBD-Interviews in fünf Schritten und wie aus einem Job ein A/B-Test wird. Mit Praxisfall: 33 Tests, 52 % Erfolgsquote.","ba89f5ff-92c0-4296-b34c-16c7c779b91c",[2308,2374,2386,2428,2503,2579,2713,2733,2745,2845,2857,2869,2881,2897,3042,3054,3113,3296,3409,3578],{"_uid":2309,"text":2310,"component":1029},"jt1",{"type":39,"content":2311},[2312,2316,2320,2324,2332,2338,2342],{"type":42,"content":2313},[2314],{"text":2315,"type":513},"„Die Leute wollen keinen Viertelzoll-Bohrer. Sie wollen ein Viertelzoll-Loch.“ Der Satz wird dem Harvard-Professor Theodore Levitt zugeschrieben und ist über 50 Jahre alt. Trotzdem fragen die meisten Unternehmen ihre Kunden bis heute nach dem Bohrer. Welche Farbe, welche Leistung, welcher Preis?",{"type":42,"content":2317},[2318],{"text":2319,"type":513},"Jobs to be Done dreht die Frage um. Nicht das Produkt steht im Mittelpunkt, sondern die Aufgabe, die der Kunde damit erledigen will. Wer diese Aufgabe kennt, versteht, warum Kunden kaufen, warum sie zögern und warum sie zur Konkurrenz gehen.",{"type":42,"content":2321},[2322],{"text":2323,"type":513},"In diesem Ratgeber erfährst du, was Jobs to be Done ist, was die Methode bringt und wie du sie anwendest. Du lernst, wie du Jobs in Interviews findest und wie daraus Tests mit messbarem Ergebnis werden.",{"type":1071,"attrs":2325,"content":2327},{"id":2326,"level":1073},"was-ist-jobs-to-be-done",[2328],{"text":2329,"type":513,"marks":2330},"Was ist Jobs to be Done?",[2331],{"type":952},{"type":42,"content":2333},[2334],{"text":2335,"type":513,"marks":2336},"Jobs to be Done (JTBD) ist eine Methode, um zu verstehen, warum Kunden ein Produkt kaufen. Sie geht davon aus, dass Menschen Produkte „anheuern“, um in einer bestimmten Situation einen Fortschritt zu erreichen. Dieser Fortschritt heißt Job. Wer den Job kennt, kann Produkt, Ansprache und Website gezielt darauf ausrichten.",[2337],{"type":952},{"type":42,"content":2339},[2340],{"text":2341,"type":513},"Drei Begriffe tragen die Methode:",{"type":954,"content":2343},[2344,2354,2364],{"type":957,"content":2345},[2346],{"type":42,"content":2347},[2348,2352],{"text":2349,"type":513,"marks":2350},"Job:",[2351],{"type":952},{"text":2353,"type":513}," die Aufgabe, die der Kunde erledigen will, zum Beispiel „pünktlich und satt im Büro ankommen“.",{"type":957,"content":2355},[2356],{"type":42,"content":2357},[2358,2362],{"text":2359,"type":513,"marks":2360},"Fortschritt:",[2361],{"type":952},{"text":2363,"type":513}," die Verbesserung, die er sich davon verspricht.",{"type":957,"content":2365},[2366],{"type":42,"content":2367},[2368,2372],{"text":2369,"type":513,"marks":2370},"Umstände:",[2371],{"type":952},{"text":2373,"type":513}," die Situation, in der der Job entsteht. Wer morgens im Auto sitzt, hat einen anderen Job als jemand, der abends auf dem Sofa liegt.",{"_uid":2375,"image":2376,"caption":2380,"component":1254},"jt2",{"alt":2377,"src":2378,"name":30,"focus":30,"title":118,"source":30,"filename":2378,"copyright":30,"fieldtype":49,"meta_data":2379,"is_external_url":81},"Die drei Bausteine von Jobs to be Done: Job, Fortschritt und Umstände","https://storage.googleapis.com/kk-website-assets/l7J0GzOT_jobs-to-be-done-theorie-bausteine-erklaerung-job-fortschritt-umstaende-jtbd.png",{"alt":2377,"title":118,"source":30,"copyright":30},{"type":39,"content":2381},[2382],{"type":42,"content":2383},[2384],{"text":2385,"type":513},"Die drei Bausteine der Jobs-to-be-Done-Theorie",{"_uid":2387,"text":2388,"component":1029},"jt3",{"type":39,"content":2389},[2390,2394,2402,2406,2414,2422],{"type":42,"content":2391},[2392],{"text":2393,"type":513},"Der entscheidende Gedanke: Der Job ist stabil, die Lösung wechselt. Der Job „Hilf mir, Musik zu hören“ wurde nacheinander von Konzerten, Schallplatte, Walkman, MP3-Player und Spotify erledigt. Wer nur das eigene Produkt kennt, übersieht, dass der wahre Wettbewerb oft aus einer ganz anderen Kategorie kommt.",{"type":1071,"attrs":2395,"content":2397},{"id":2396,"level":1073},"was-bringt-jobs-to-be-done",[2398],{"text":2399,"type":513,"marks":2400},"Was bringt Jobs to be Done?",[2401],{"type":952},{"type":42,"content":2403},[2404],{"text":2405,"type":513},"Jobs to be Done klingt nach Theorie. Wie viel die Methode in der Praxis bringt, zeigt ein Projekt mit dem Fachverlag Haufe.",{"type":42,"content":2407},[2408,2412],{"text":2409,"type":513,"marks":2410},"Ausgangslage:",[2411],{"type":952},{"text":2413,"type":513}," Haufe wollte die Landingpages seiner HR-Lösungen verbessern. Es gab Daten zu Klicks und Abbrüchen. Was fehlte, war das Wissen, warum Personalverantwortliche eine Software suchen und was sie vom nächsten Schritt abhält.",{"type":42,"content":2415},[2416,2420],{"text":2417,"type":513,"marks":2418},"Vorgehen:",[2419],{"type":952},{"text":2421,"type":513}," Wir haben Jobs-to-be-Done-Interviews mit echten Nutzern geführt und die Ergebnisse in einem Persona-Workshop mit dem Wissen der Haufe-Teams verbunden. Daraus entstanden Personas, die auf den Jobs der Kunden beruhen. Aus jedem Job wurden Hypothesen für A/B-Tests.",{"type":42,"content":2423},[2424],{"text":2425,"type":513,"marks":2426},"Ergebnis:",[2427],{"type":952},{"_uid":2429,"caption":30,"columns":2430,"component":1499,"horizontally_scrollable":81},"jt4",[2431,2467],{"_uid":2432,"cells":2433,"heading":2466,"component":1388},"jt5",[2434,2442,2450,2458],{"_uid":2435,"text":2436,"component":1314},"jt6",{"type":39,"content":2437},[2438],{"type":42,"content":2439},[2440],{"text":2441,"type":513},"A/B-Tests seit 2019",{"_uid":2443,"text":2444,"component":1314},"jt7",{"type":39,"content":2445},[2446],{"type":42,"content":2447},[2448],{"text":2449,"type":513},"Erfolgsquote",{"_uid":2451,"text":2452,"component":1314},"jt8",{"type":39,"content":2453},[2454],{"type":42,"content":2455},[2456],{"text":2457,"type":513},"Conversion-Uplift",{"_uid":2459,"text":2460,"component":1314},"jt9",{"type":39,"content":2461},[2462],{"type":42,"content":2463},[2464],{"text":2465,"type":513},"zusätzlicher Umsatz","Kennzahl",{"_uid":2468,"cells":2469,"heading":2502,"component":1388},"jt10",[2470,2478,2486,2494],{"_uid":2471,"text":2472,"component":1314},"jt11",{"type":39,"content":2473},[2474],{"type":42,"content":2475},[2476],{"text":2477,"type":513},"33",{"_uid":2479,"text":2480,"component":1314},"jt12",{"type":39,"content":2481},[2482],{"type":42,"content":2483},[2484],{"text":2485,"type":513},"52 %",{"_uid":2487,"text":2488,"component":1314},"jt13",{"type":39,"content":2489},[2490],{"type":42,"content":2491},[2492],{"text":2493,"type":513},"+5,84 %",{"_uid":2495,"text":2496,"component":1314},"jt14",{"type":39,"content":2497},[2498],{"type":42,"content":2499},[2500],{"text":2501,"type":513},"+5,2 Mio. €","Wert",{"_uid":2504,"text":2505,"component":1029},"jt15",{"type":39,"content":2506},[2507,2521,2525,2567,2575],{"type":42,"content":2508},[2509,2511,2520],{"text":2510,"type":513},"Zum Vergleich: In der Branche gelten 20 bis 30 % erfolgreiche Tests als guter Wert. Der Unterschied kommt nicht von besserem Design. Er kommt daher, dass jede Hypothese auf einem echten Kundenproblem beruht statt auf einer Meinung im Meeting. Den ganzen Fall findest du in der ",{"text":2512,"type":513,"marks":2513},"Case Study Haufe",[2514],{"type":966,"attrs":2515},{"href":2516,"uuid":228,"anchor":118,"target":1049,"linktype":31,"story":2517},"/de/case-studies/case-study-haufe",{"name":2512,"id":2518,"uuid":228,"slug":2519,"url":229,"full_slug":229,"_stopResolving":81},76996653720085,"case-study-haufe",{"text":2051,"type":513},{"type":42,"content":2522},[2523],{"text":2524,"type":513},"Allgemein bringt Jobs to be Done vier Dinge:",{"type":954,"content":2526},[2527,2537,2547,2557],{"type":957,"content":2528},[2529],{"type":42,"content":2530},[2531,2535],{"text":2532,"type":513,"marks":2533},"Bessere Hypothesen:",[2534],{"type":952},{"text":2536,"type":513}," Tests, die an einem Job ansetzen, gewinnen häufiger.",{"type":957,"content":2538},[2539],{"type":42,"content":2540},[2541,2545],{"text":2542,"type":513,"marks":2543},"Weniger Streit über Meinungen:",[2544],{"type":952},{"text":2546,"type":513}," Ein gemeinsam formulierter Job ersetzt Bauchgefühl als Entscheidungsgrundlage.",{"type":957,"content":2548},[2549],{"type":42,"content":2550},[2551,2555],{"text":2552,"type":513,"marks":2553},"Den echten Wettbewerb sehen:",[2554],{"type":952},{"text":2556,"type":513}," Der Job zeigt, gegen welche Alternativen du wirklich antrittst, auch gegen „nichts tun“.",{"type":957,"content":2558},[2559],{"type":42,"content":2560},[2561,2565],{"text":2562,"type":513,"marks":2563},"Segmente, die handeln lassen:",[2564],{"type":952},{"text":2566,"type":513}," Kunden nach Job zu gruppieren, ergibt Zielgruppen, für die du konkret etwas ändern kannst.",{"type":1071,"attrs":2568,"content":2570},{"id":2569,"level":1073},"woher-die-methode-kommt-christensen-moesta",[2571],{"text":2572,"type":513,"marks":2573},"Woher die Methode kommt: Christensen, Moesta und Ulwick",[2574],{"type":952},{"type":42,"content":2576},[2577],{"text":2578,"type":513},"Bekannt gemacht hat Jobs to be Done Clayton M. Christensen, Professor an der Harvard Business School. Im Buch „Competing Against Luck“ (2016) beschreibt er die Theorie ausführlich. Entwickelt wurde sie aber von mehreren Leuten, und es gibt zwei Schulen.",{"_uid":2580,"caption":30,"columns":2581,"component":1499,"horizontally_scrollable":81},"jt16",[2582,2625,2669],{"_uid":2583,"cells":2584,"heading":2123,"component":1388},"jt17",[2585,2593,2601,2609,2617],{"_uid":2586,"text":2587,"component":1314},"jt18",{"type":39,"content":2588},[2589],{"type":42,"content":2590},[2591],{"text":2592,"type":513},"Vertreter",{"_uid":2594,"text":2595,"component":1314},"jt19",{"type":39,"content":2596},[2597],{"type":42,"content":2598},[2599],{"text":2600,"type":513},"Kernfrage",{"_uid":2602,"text":2603,"component":1314},"jt20",{"type":39,"content":2604},[2605],{"type":42,"content":2606},[2607],{"text":2608,"type":513},"Methode",{"_uid":2610,"text":2611,"component":1314},"jt21",{"type":39,"content":2612},[2613],{"type":42,"content":2614},[2615],{"text":2616,"type":513},"Stärke",{"_uid":2618,"text":2619,"component":1314},"jt22",{"type":39,"content":2620},[2621],{"type":42,"content":2622},[2623],{"text":2624,"type":513},"Passt, wenn",{"_uid":2626,"cells":2627,"heading":2668,"component":1388},"jt23",[2628,2636,2644,2652,2660],{"_uid":2629,"text":2630,"component":1314},"jt24",{"type":39,"content":2631},[2632],{"type":42,"content":2633},[2634],{"text":2635,"type":513},"Clayton Christensen, Bob Moesta",{"_uid":2637,"text":2638,"component":1314},"jt25",{"type":39,"content":2639},[2640],{"type":42,"content":2641},[2642],{"text":2643,"type":513},"Welchen Fortschritt will der Kunde in seinem Leben machen?",{"_uid":2645,"text":2646,"component":1314},"jt26",{"type":39,"content":2647},[2648],{"type":42,"content":2649},[2650],{"text":2651,"type":513},"Interviews über konkrete Kauf- oder Wechselentscheidungen",{"_uid":2653,"text":2654,"component":1314},"jt27",{"type":39,"content":2655},[2656],{"type":42,"content":2657},[2658],{"text":2659,"type":513},"Versteht Motive und Emotionen, gut für Marketing und Website",{"_uid":2661,"text":2662,"component":1314},"jt28",{"type":39,"content":2663},[2664],{"type":42,"content":2665},[2666],{"text":2667,"type":513},"du wissen willst, warum Kunden kaufen oder abspringen","Job als Fortschritt",{"_uid":2670,"cells":2671,"heading":2712,"component":1388},"jt29",[2672,2680,2688,2696,2704],{"_uid":2673,"text":2674,"component":1314},"jt30",{"type":39,"content":2675},[2676],{"type":42,"content":2677},[2678],{"text":2679,"type":513},"Anthony Ulwick (Strategyn, gegründet 1991)",{"_uid":2681,"text":2682,"component":1314},"jt31",{"type":39,"content":2683},[2684],{"type":42,"content":2685},[2686],{"text":2687,"type":513},"Welche Schritte muss der Kunde erledigen, und wo scheitert er?",{"_uid":2689,"text":2690,"component":1314},"jt32",{"type":39,"content":2691},[2692],{"type":42,"content":2693},[2694],{"text":2695,"type":513},"Outcome-Driven Innovation: Ergebnisse messbar formulieren und per Umfrage priorisieren",{"_uid":2697,"text":2698,"component":1314},"jt33",{"type":39,"content":2699},[2700],{"type":42,"content":2701},[2702],{"text":2703,"type":513},"Sehr strukturiert, gut für Produktentwicklung",{"_uid":2705,"text":2706,"component":1314},"jt34",{"type":39,"content":2707},[2708],{"type":42,"content":2709},[2710],{"text":2711,"type":513},"du wissen willst, welche Funktion du als Nächstes bauen sollst","Job als Aufgabe",{"_uid":2714,"text":2715,"component":1029},"jt35",{"type":39,"content":2716},[2717,2721,2729],{"type":42,"content":2718},[2719],{"text":2720,"type":513},"Für Websites, Shops und Conversion-Optimierung ist die erste Schule meist die bessere Wahl. Dort entscheidet sich viel im Kopf des Kunden, bevor er überhaupt auf „Kaufen“ klickt.",{"type":1071,"attrs":2722,"content":2724},{"id":2723,"level":1073},"funktional-emotional-sozial-die-drei-seiten",[2725],{"text":2726,"type":513,"marks":2727},"Funktional, emotional, sozial: die drei Seiten eines Jobs",[2728],{"type":952},{"type":42,"content":2730},[2731],{"text":2732,"type":513},"Jeder Job hat drei Seiten. Kunden nennen meist nur die erste.",{"_uid":2734,"image":2735,"caption":2739,"component":1254},"jt36",{"alt":2736,"src":2737,"name":30,"focus":30,"title":118,"source":30,"filename":2737,"copyright":30,"fieldtype":49,"meta_data":2738,"is_external_url":81},"Funktionale, emotionale und soziale Seite eines Jobs, unterschieden nach direkten und indirekten Zielen","https://storage.googleapis.com/kk-website-assets/07BqeGYd_erklaerung-jobs-to-be-done-theorie-grafik-beispiel-jtbd.png",{"alt":2736,"title":118,"source":30,"copyright":30},{"type":39,"content":2740},[2741],{"type":42,"content":2742},[2743],{"text":2744,"type":513},"Funktionale, emotionale und soziale Seite von Jobs, nach direkten und indirekten Zielen",{"_uid":2746,"text":2747,"component":1029},"jt37",{"type":39,"content":2748},[2749,2781,2789,2797,2805,2825,2829,2837,2841],{"type":954,"content":2750},[2751,2761,2771],{"type":957,"content":2752},[2753],{"type":42,"content":2754},[2755,2759],{"text":2756,"type":513,"marks":2757},"Funktional:",[2758],{"type":952},{"text":2760,"type":513}," Was soll praktisch erledigt sein?",{"type":957,"content":2762},[2763],{"type":42,"content":2764},[2765,2769],{"text":2766,"type":513,"marks":2767},"Emotional:",[2768],{"type":952},{"text":2770,"type":513}," Wie will sich der Kunde dabei fühlen?",{"type":957,"content":2772},[2773],{"type":42,"content":2774},[2775,2779],{"text":2776,"type":513,"marks":2777},"Sozial:",[2778],{"type":952},{"text":2780,"type":513}," Wie will er vor anderen dastehen?",{"type":42,"content":2782},[2783,2787],{"text":2784,"type":513,"marks":2785},"Beispiel Fachbuch:",[2786],{"type":952},{"text":2788,"type":513}," Funktional liefert es Wissen. Emotional gibt es das Gefühl, voranzukommen. Sozial zeigt es dem Chef, dass man sich weiterbildet. Ein Buch, das nur die erste Seite bedient, verkauft sich schlechter als eines, das alle drei anspricht.",{"type":1071,"attrs":2790,"content":2792},{"id":2791,"level":1540},"so-formulierst-du-einen-job",[2793],{"text":2794,"type":513,"marks":2795},"So formulierst du einen Job",[2796],{"type":952},{"type":42,"content":2798},[2799,2801],{"text":2800,"type":513},"Ein Job wird erst nützlich, wenn er konkret formuliert ist. Bewährt hat sich die Formel: ",{"text":2802,"type":513,"marks":2803},"„Wenn ich …, will ich …, damit …“",[2804],{"type":952},{"type":954,"content":2806},[2807,2813,2819],{"type":957,"content":2808},[2809],{"type":42,"content":2810},[2811],{"text":2812,"type":513},"„Wenn ich morgens eine lange Strecke pendle, will ich etwas, das mich beschäftigt und satt macht, damit die Fahrt erträglich ist.“",{"type":957,"content":2814},[2815],{"type":42,"content":2816},[2817],{"text":2818,"type":513},"„Wenn ich eine HR-Software auswähle, will ich sicher sein, dass sie zu unseren Abläufen passt, damit ich mich vor der Geschäftsführung nicht blamiere.“",{"type":957,"content":2820},[2821],{"type":42,"content":2822},[2823],{"text":2824,"type":513},"„Wenn ich Laufschuhe online kaufe, will ich wissen, ob sie zu meinem Laufstil passen, damit ich sie nicht zurückschicken muss.“",{"type":42,"content":2826},[2827],{"text":2828,"type":513},"Das zweite Beispiel zeigt, wie viel in einem Satz steckt. Funktional geht es um die Software. Der eigentliche Antrieb ist sozial: nicht falsch zu liegen.",{"type":1071,"attrs":2830,"content":2832},{"id":2831,"level":1073},"das-milchshake-beispiel",[2833],{"text":2834,"type":513,"marks":2835},"Das Milchshake-Beispiel",[2836],{"type":952},{"type":42,"content":2838},[2839],{"text":2840,"type":513},"Das bekannteste Beispiel für Jobs to be Done stammt aus Christensens Team. Eine Fastfood-Kette wollte mehr Milchshakes verkaufen. Klassische Marktforschung fragte Kunden, wie der perfekte Milchshake schmecken soll. Die Änderungen danach brachten nichts.",{"type":42,"content":2842},[2843],{"text":2844,"type":513},"Dann beobachtete ein Forscher einen ganzen Tag lang ein Restaurant. Rund 40 % der Milchshakes wurden frühmorgens gekauft, meist von Pendlern, allein und zum Mitnehmen. In Gesprächen zeigte sich der Job: eine lange, langweilige Autofahrt überbrücken, eine Hand beschäftigen und bis zum Mittag nicht hungrig werden. Der Milchshake konkurrierte nicht mit anderen Shakes, sondern mit Bagels, Bananen und Schokoriegeln.",{"_uid":2846,"image":2847,"caption":2851,"component":1254},"jt38",{"alt":2848,"src":2849,"name":30,"focus":30,"title":118,"source":30,"filename":2849,"copyright":30,"fieldtype":49,"meta_data":2850,"is_external_url":81},"Beobachtungen im Milchshake-Beispiel: Uhrzeit, Begleitung und Mitnahme der Käufer","https://storage.googleapis.com/kk-website-assets/vFIdG8fG_beispiel-jobs-to-be-done-methode-milchshake-experiment.jpg",{"alt":2848,"title":118,"source":30,"copyright":30},{"type":39,"content":2852},[2853],{"type":42,"content":2854},[2855],{"text":2856,"type":513},"Beobachtungen im Milchshake-Beispiel",{"_uid":2858,"text":2859,"component":1029},"jt39",{"type":39,"content":2860},[2861,2865],{"type":42,"content":2862},[2863],{"text":2864,"type":513},"Daraus folgten Ideen wie ein dickerer Morgen-Shake mit Fruchtstücken und ein schnellerer Kauf für Pendler.",{"type":42,"content":2866},[2867],{"text":2868,"type":513},"Eine ehrliche Einordnung gehört dazu. Das Milchshake-Beispiel ist eine Anekdote, die Christensen in Vorträgen und Büchern erzählt hat. Veröffentlichte Verkaufszahlen nach der Umstellung gibt es nicht. Als Erklärung der Idee ist es trotzdem gut. Als Beweis, dass die Methode wirkt, taugen eigene Tests mehr, wie im Haufe-Beispiel oben.",{"_uid":2870,"image":2871,"caption":2875,"component":1254},"jt40",{"alt":2872,"src":2873,"name":30,"focus":30,"title":118,"source":30,"filename":2873,"copyright":30,"fieldtype":49,"meta_data":2874,"is_external_url":81},"Jobs to be Done am Milchshake-Beispiel: direkte und indirekte Ziele","https://storage.googleapis.com/kk-website-assets/U9GVr-R1_Jobs-to-be-done-methode-milchshake-experiement-erklaerung-jtbd.png",{"alt":2872,"title":118,"source":30,"copyright":30},{"type":39,"content":2876},[2877],{"type":42,"content":2878},[2879],{"text":2880,"type":513},"Das Jobs-to-be-Done-Framework am Milchshake-Beispiel",{"_uid":2882,"text":2883,"component":1029},"jt41",{"type":39,"content":2884},[2885,2893],{"type":1071,"attrs":2886,"content":2888},{"id":2887,"level":1073},"was-kunden-antreibt-und-was-sie-bremst-die",[2889],{"text":2890,"type":513,"marks":2891},"Was Kunden antreibt und was sie bremst: die vier Kräfte",[2892],{"type":952},{"type":42,"content":2894},[2895],{"text":2896,"type":513},"Ein Job erklärt, warum jemand etwas sucht. Ob er am Ende kauft, entscheiden vier Kräfte. Bob Moesta und Chris Spiek haben sie für ihre Interviewmethode beschrieben.",{"_uid":2898,"caption":30,"columns":2899,"component":1499,"horizontally_scrollable":81},"jt42",[2900,2936,2970,3006],{"_uid":2901,"cells":2902,"heading":2935,"component":1388},"jt43",[2903,2911,2919,2927],{"_uid":2904,"text":2905,"component":1314},"jt44",{"type":39,"content":2906},[2907],{"type":42,"content":2908},[2909],{"text":2910,"type":513},"Druck der Situation",{"_uid":2912,"text":2913,"component":1314},"jt45",{"type":39,"content":2914},[2915],{"type":42,"content":2916},[2917],{"text":2918,"type":513},"Sog der neuen Lösung",{"_uid":2920,"text":2921,"component":1314},"jt46",{"type":39,"content":2922},[2923],{"type":42,"content":2924},[2925],{"text":2926,"type":513},"Angst vor dem Neuen",{"_uid":2928,"text":2929,"component":1314},"jt47",{"type":39,"content":2930},[2931],{"type":42,"content":2932},[2933],{"text":2934,"type":513},"Gewohnheit","Kraft",{"_uid":2937,"cells":2938,"heading":2969,"component":1388},"jt48",[2939,2947,2954,2962],{"_uid":2940,"text":2941,"component":1314},"jt49",{"type":39,"content":2942},[2943],{"type":42,"content":2944},[2945],{"text":2946,"type":513},"treibt zum Wechsel",{"_uid":2948,"text":2949,"component":1314},"jt50",{"type":39,"content":2950},[2951],{"type":42,"content":2952},[2953],{"text":2946,"type":513},{"_uid":2955,"text":2956,"component":1314},"jt51",{"type":39,"content":2957},[2958],{"type":42,"content":2959},[2960],{"text":2961,"type":513},"bremst",{"_uid":2963,"text":2964,"component":1314},"jt52",{"type":39,"content":2965},[2966],{"type":42,"content":2967},[2968],{"text":2961,"type":513},"Wirkt",{"_uid":2971,"cells":2972,"heading":3005,"component":1388},"jt53",[2973,2981,2989,2997],{"_uid":2974,"text":2975,"component":1314},"jt54",{"type":39,"content":2976},[2977],{"type":42,"content":2978},[2979],{"text":2980,"type":513},"Was nervt am heutigen Zustand?",{"_uid":2982,"text":2983,"component":1314},"jt55",{"type":39,"content":2984},[2985],{"type":42,"content":2986},[2987],{"text":2988,"type":513},"Was verspricht das Neue?",{"_uid":2990,"text":2991,"component":1314},"jt56",{"type":39,"content":2992},[2993],{"type":42,"content":2994},[2995],{"text":2996,"type":513},"Was könnte schiefgehen?",{"_uid":2998,"text":2999,"component":1314},"jt57",{"type":39,"content":3000},[3001],{"type":42,"content":3002},[3003],{"text":3004,"type":513},"Was hält am Alten fest?","Frage dazu",{"_uid":3007,"cells":3008,"heading":3041,"component":1388},"jt58",[3009,3017,3025,3033],{"_uid":3010,"text":3011,"component":1314},"jt59",{"type":39,"content":3012},[3013],{"type":42,"content":3014},[3015],{"text":3016,"type":513},"Die alten Schuhe drücken nach 10 km",{"_uid":3018,"text":3019,"component":1314},"jt60",{"type":39,"content":3020},[3021],{"type":42,"content":3022},[3023],{"text":3024,"type":513},"Endlich schmerzfrei den Halbmarathon laufen",{"_uid":3026,"text":3027,"component":1314},"jt61",{"type":39,"content":3028},[3029],{"type":42,"content":3030},[3031],{"text":3032,"type":513},"Passt die Größe? Muss ich zurückschicken?",{"_uid":3034,"text":3035,"component":1314},"jt62",{"type":39,"content":3036},[3037],{"type":42,"content":3038},[3039],{"text":3040,"type":513},"„Ich kaufe immer dieselbe Marke im Laden“","Beispiel Laufschuh",{"_uid":3043,"text":3044,"component":1029},"jt63",{"type":39,"content":3045},[3046,3050],{"type":42,"content":3047},[3048],{"text":3049,"type":513},"Für Websites ist die untere Hälfte der Tabelle die wichtigere. Die meisten Seiten verstärken Druck und Sog mit Vorteilen und Bildern. Kaum eine baut die Angst ab. Dabei liegt genau dort oft der größte Hebel, etwa mit Größenberatung, kostenlosem Rückversand oder Bewertungen von Kunden mit demselben Job.",{"type":42,"content":3051},[3052],{"text":3053,"type":513},"In unseren Projekten nennen wir die beiden Seiten Fuel und Friction. Ein Beispiel ist der Job „Passende Beratung erhalten“:",{"_uid":3055,"caption":30,"columns":3056,"component":1499,"horizontally_scrollable":81},"jt64",[3057,3085],{"_uid":3058,"cells":3059,"heading":3084,"component":1388},"jt65",[3060,3068,3076],{"_uid":3061,"text":3062,"component":1314},"jt66",{"type":39,"content":3063},[3064],{"type":42,"content":3065},[3066],{"text":3067,"type":513},"Nur relevante Informationen sehen",{"_uid":3069,"text":3070,"component":1314},"jt67",{"type":39,"content":3071},[3072],{"type":42,"content":3073},[3074],{"text":3075,"type":513},"Mit dem eigenen Bedarf verstanden werden",{"_uid":3077,"text":3078,"component":1314},"jt68",{"type":39,"content":3079},[3080],{"type":42,"content":3081},[3082],{"text":3083,"type":513},"Im anderen Kanal nahtlos weitermachen","Fuel: Das treibt an",{"_uid":3086,"cells":3087,"heading":3112,"component":1388},"jt69",[3088,3096,3104],{"_uid":3089,"text":3090,"component":1314},"jt70",{"type":39,"content":3091},[3092],{"type":42,"content":3093},[3094],{"text":3095,"type":513},"Auf der Website von vorne anfangen",{"_uid":3097,"text":3098,"component":1314},"jt71",{"type":39,"content":3099},[3100],{"type":42,"content":3101},[3102],{"text":3103,"type":513},"Keine Beratung im Laden finden",{"_uid":3105,"text":3106,"component":1314},"jt72",{"type":39,"content":3107},[3108],{"type":42,"content":3109},[3110],{"text":3111,"type":513},"Keine Verbindung zwischen den Kanälen","Friction: Das bremst",{"_uid":3114,"text":3115,"component":1029},"jt73",{"type":39,"content":3116},[3117,3134,3142,3146,3154,3158,3166,3170,3178,3182,3220,3224,3232,3236,3244,3248,3256,3260,3266,3270,3284,3292],{"type":42,"content":3118},[3119,3121,3133],{"text":3120,"type":513},"Wie du daraus Personalisierung über mehrere Kanäle ableitest, zeigt der Ratgeber ",{"text":3122,"type":513,"marks":3123},"Omnichannel-Personalisierung",[3124],{"type":966,"attrs":3125},{"href":3126,"uuid":3127,"anchor":118,"target":1049,"linktype":31,"story":3128},"/de/customer-experience/omnichannel-strategie","b598ec6a-077d-4022-ae38-93e7b82ec549",{"name":3129,"id":3130,"uuid":3127,"slug":3131,"url":3132,"full_slug":3132,"_stopResolving":81},"Omnichannel-Personalisierung: Warum Kundenzentrierung alles einfacher macht",101809617486519,"omnichannel-strategie","de/customer-experience/omnichannel-strategie",{"text":2051,"type":513},{"type":1071,"attrs":3135,"content":3137},{"id":3136,"level":1073},"jobs-to-be-done-interviews-in-fuenf-schritten",[3138],{"text":3139,"type":513,"marks":3140},"Jobs-to-be-Done-Interviews in fünf Schritten",[3141],{"type":952},{"type":42,"content":3143},[3144],{"text":3145,"type":513},"Jobs findest du nicht in Analytics-Daten. Du findest sie im Gespräch. So gehst du vor:",{"type":1071,"attrs":3147,"content":3149},{"id":3148,"level":1540},"1-ziel-festlegen",[3150],{"text":3151,"type":513,"marks":3152},"1. Ziel festlegen",[3153],{"type":952},{"type":42,"content":3155},[3156],{"text":3157,"type":513},"Lege fest, welche Entscheidung du verstehen willst. „Warum kaufen Kunden bei uns?“ ist zu breit. „Warum wechseln Kunden vom Wettbewerber zu uns?“ oder „Warum brechen Interessenten nach der Demo ab?“ ist gut.",{"type":1071,"attrs":3159,"content":3161},{"id":3160,"level":1540},"2-die-richtigen-leute-finden",[3162],{"text":3163,"type":513,"marks":3164},"2. Die richtigen Leute finden",[3165],{"type":952},{"type":42,"content":3167},[3168],{"text":3169,"type":513},"Sprich mit Menschen, die die Entscheidung vor kurzem getroffen haben, idealerweise in den letzten drei Monaten. Nur dann erinnern sie sich an Details. Nimm auch Leute dazu, die sich gegen dich entschieden haben. Für ein erstes Bild reichen oft 8 bis 12 Interviews. Wenn neue Gespräche keine neuen Jobs mehr bringen, kannst du aufhören.",{"type":1071,"attrs":3171,"content":3173},{"id":3172,"level":1540},"3-nach-der-geschichte-fragen-nicht-nach",[3174],{"text":3175,"type":513,"marks":3176},"3. Nach der Geschichte fragen, nicht nach Meinungen",[3177],{"type":952},{"type":42,"content":3179},[3180],{"text":3181,"type":513},"Das Interview rekonstruiert den Kauf wie einen Film. Gute Fragen sind:",{"type":954,"content":3183},[3184,3190,3196,3202,3208,3214],{"type":957,"content":3185},[3186],{"type":42,"content":3187},[3188],{"text":3189,"type":513},"„Wann haben Sie zum ersten Mal gedacht, dass Sie etwas ändern müssen?“",{"type":957,"content":3191},[3192],{"type":42,"content":3193},[3194],{"text":3195,"type":513},"„Was ist an diesem Tag passiert?“",{"type":957,"content":3197},[3198],{"type":42,"content":3199},[3200],{"text":3201,"type":513},"„Was haben Sie vorher benutzt? Was hat daran gestört?“",{"type":957,"content":3203},[3204],{"type":42,"content":3205},[3206],{"text":3207,"type":513},"„Welche anderen Lösungen haben Sie sich angesehen?“",{"type":957,"content":3209},[3210],{"type":42,"content":3211},[3212],{"text":3213,"type":513},"„Was hätte Sie fast davon abgehalten?“",{"type":957,"content":3215},[3216],{"type":42,"content":3217},[3218],{"text":3219,"type":513},"„Woran haben Sie gemerkt, dass es die richtige Entscheidung war?“",{"type":42,"content":3221},[3222],{"text":3223,"type":513},"Vermeide Fragen nach Wünschen wie „Was hätten Sie gerne?“. Menschen sind schlecht darin, ihr künftiges Verhalten vorherzusagen. Gut sind sie darin, zu erzählen, was passiert ist.",{"type":1071,"attrs":3225,"content":3227},{"id":3226,"level":1540},"4-nachfragen",[3228],{"text":3229,"type":513,"marks":3230},"4. 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Am Ende stehen meist drei bis fünf Jobs, die den Großteil der Käufe erklären.",{"type":1071,"attrs":3249,"content":3251},{"id":3250,"level":1073},"vom-job-zum-a-b-test",[3252],{"text":3253,"type":513,"marks":3254},"Vom Job zum A/B-Test",[3255],{"type":952},{"type":42,"content":3257},[3258],{"text":3259,"type":513},"Ein Job ist erst dann etwas wert, wenn er etwas verändert. Der direkte Weg führt über eine Hypothese:",{"type":42,"content":3261},[3262],{"text":3263,"type":513,"marks":3264},"„Weil Kunden mit dem Job [Job] vor allem [Angst oder Bremse] erleben, wird [Änderung auf der Seite] die [Kennzahl] erhöhen.“",[3265],{"type":952},{"type":42,"content":3267},[3268],{"text":3269,"type":513},"Ein Beispiel aus dem Laufschuh-Job: „Weil Kunden fürchten, dass die Größe nicht passt, wird ein Größenberater auf der Produktseite die Conversion Rate erhöhen und die Retourenquote senken.“",{"type":42,"content":3271},[3272,3274,3283],{"text":3273,"type":513},"So entsteht aus jedem Job eine Reihe von Tests, die alle auf dasselbe Kundenproblem zielen. Gewinnt ein Test, bestätigt das den Job. Verliert er, hast du ebenfalls etwas über deine Kunden gelernt. Das ist der Grund für die hohe Erfolgsquote im Haufe-Projekt. Wie du Tests sauber aufsetzt und auswertest, steht im Ratgeber ",{"text":3275,"type":513,"marks":3276},"A/B-Testing",[3277],{"type":966,"attrs":3278},{"href":3279,"uuid":312,"anchor":118,"target":1049,"linktype":31,"story":3280},"/de/ab-testing",{"name":3275,"id":3281,"uuid":312,"slug":3282,"url":313,"full_slug":313,"_stopResolving":81},226463371945680,"ab-testing",{"text":2051,"type":513},{"type":1071,"attrs":3285,"content":3287},{"id":3286,"level":1073},"jobs-to-be-done-personas-und-customer-journey",[3288],{"text":3289,"type":513,"marks":3290},"Jobs to be Done, Personas und Customer Journey",[3291],{"type":952},{"type":42,"content":3293},[3294],{"text":3295,"type":513},"Jobs to be Done ersetzt andere Methoden nicht. Es beantwortet eine andere Frage.",{"_uid":3297,"caption":30,"columns":3298,"component":1499,"horizontally_scrollable":81},"jt74",[3299,3325,3353,3381],{"_uid":3300,"cells":3301,"heading":2608,"component":1388},"jt75",[3302,3310,3318],{"_uid":3303,"text":3304,"component":1314},"jt76",{"type":39,"content":3305},[3306],{"type":42,"content":3307},[3308],{"text":3309,"type":513},"Jobs to be Done",{"_uid":3311,"text":3312,"component":1314},"jt77",{"type":39,"content":3313},[3314],{"type":42,"content":3315},[3316],{"text":3317,"type":513},"Personas",{"_uid":3319,"text":3320,"component":1314},"jt78",{"type":39,"content":3321},[3322],{"type":42,"content":3323},[3324],{"text":580,"type":513},{"_uid":3326,"cells":3327,"heading":3352,"component":1388},"jt79",[3328,3336,3344],{"_uid":3329,"text":3330,"component":1314},"jt80",{"type":39,"content":3331},[3332],{"type":42,"content":3333},[3334],{"text":3335,"type":513},"Warum kauft jemand?",{"_uid":3337,"text":3338,"component":1314},"jt81",{"type":39,"content":3339},[3340],{"type":42,"content":3341},[3342],{"text":3343,"type":513},"Wer kauft?",{"_uid":3345,"text":3346,"component":1314},"jt82",{"type":39,"content":3347},[3348],{"type":42,"content":3349},[3350],{"text":3351,"type":513},"Wie und wo kauft jemand?","Beantwortet",{"_uid":3354,"cells":3355,"heading":3380,"component":1388},"jt83",[3356,3364,3372],{"_uid":3357,"text":3358,"component":1314},"jt84",{"type":39,"content":3359},[3360],{"type":42,"content":3361},[3362],{"text":3363,"type":513},"3 bis 5 Jobs mit Kräften",{"_uid":3365,"text":3366,"component":1314},"jt85",{"type":39,"content":3367},[3368],{"type":42,"content":3369},[3370],{"text":3371,"type":513},"3 bis 6 Steckbriefe",{"_uid":3373,"text":3374,"component":1314},"jt86",{"type":39,"content":3375},[3376],{"type":42,"content":3377},[3378],{"text":3379,"type":513},"Phasen und Kontaktpunkte","Typisches Ergebnis",{"_uid":3382,"cells":3383,"heading":3408,"component":1388},"jt87",[3384,3392,3400],{"_uid":3385,"text":3386,"component":1314},"jt88",{"type":39,"content":3387},[3388],{"type":42,"content":3389},[3390],{"text":3391,"type":513},"sagt wenig über Mediennutzung oder Kanäle",{"_uid":3393,"text":3394,"component":1314},"jt89",{"type":39,"content":3395},[3396],{"type":42,"content":3397},[3398],{"text":3399,"type":513},"ohne Job oft Klischees nach Alter und Hobby",{"_uid":3401,"text":3402,"component":1314},"jt90",{"type":39,"content":3403},[3404],{"type":42,"content":3405},[3406],{"text":3407,"type":513},"erklärt nicht, warum jemand die Reise beginnt","Grenze",{"_uid":3410,"text":3411,"component":1029},"jt91",{"type":39,"content":3412},[3413,3434,3442,3446,3450,3458,3510,3518,3526,3530,3538,3542,3550,3554,3562,3566,3574],{"type":42,"content":3414},[3415,3417,3425,3427,3432],{"text":3416,"type":513},"Am stärksten ist die Kombination. Bei Haufe wurden die Personas nach Jobs gebildet. Die ",{"text":580,"type":513,"marks":3418},[3419],{"type":966,"attrs":3420},{"href":3421,"uuid":306,"anchor":118,"target":1049,"linktype":31,"story":3422},"/de/customer-journey",{"name":580,"id":3423,"uuid":306,"slug":3424,"url":307,"full_slug":307,"_stopResolving":81},225893276091999,"customer-journey",{"text":3426,"type":513}," zeigt dann, an welchem Kontaktpunkt welcher Job im Vordergrund steht. Wie daraus ",{"text":65,"type":513,"marks":3428},[3429],{"type":966,"attrs":3430},{"href":2062,"uuid":63,"anchor":118,"target":1049,"linktype":31,"story":3431},{"name":65,"id":2064,"uuid":63,"slug":2065,"url":64,"full_slug":64,"_stopResolving":81},{"text":3433,"type":513}," wird, erklärt unser Ratgeber dazu.",{"type":1071,"attrs":3435,"content":3437},{"id":3436,"level":1073},"jobs-to-be-done-und-ki",[3438],{"text":3439,"type":513,"marks":3440},"Jobs to be Done und KI",[3441],{"type":952},{"type":42,"content":3443},[3444],{"text":3445,"type":513},"KI kann einen Teil der Arbeit beschleunigen. Sie kann Bewertungen, Support-Tickets, Marktstudien und Interview-Transkripte in Stunden statt Wochen nach Jobs und Kräften ordnen. Bei The Female Company entstand so in zwei Tagen ein erstes Bild der Zielgruppe mit Personas und Jobs to be done. Ein synthetisches Kundenpanel prüft dort seitdem jede Testidee, bevor Entwicklungszeit fließt.",{"type":42,"content":3447},[3448],{"text":3449,"type":513},"Echte Gespräche ersetzt das nicht. KI findet, was schon irgendwo aufgeschrieben ist. Den Moment, in dem ein Kunde zögert, und den Satz, den er dabei denkt, findest du nur im Interview. Unsere Erfahrung: KI für die Breite, Gespräche für die Tiefe, Tests für den Beweis.",{"type":1071,"attrs":3451,"content":3453},{"id":3452,"level":1073},"typische-fehler",[3454],{"text":3455,"type":513,"marks":3456},"Typische Fehler",[3457],{"type":952},{"type":954,"content":3459},[3460,3470,3480,3490,3500],{"type":957,"content":3461},[3462],{"type":42,"content":3463},[3464,3468],{"text":3465,"type":513,"marks":3466},"Nach Funktionen fragen statt nach Situationen.",[3467],{"type":952},{"text":3469,"type":513}," „Was fehlt Ihnen am Produkt?“ liefert eine Wunschliste, keinen Job.",{"type":957,"content":3471},[3472],{"type":42,"content":3473},[3474,3478],{"text":3475,"type":513,"marks":3476},"Jobs zu allgemein formulieren.",[3477],{"type":952},{"text":3479,"type":513}," „Kunden wollen Zeit sparen“ stimmt immer und hilft nie.",{"type":957,"content":3481},[3482],{"type":42,"content":3483},[3484,3488],{"text":3485,"type":513,"marks":3486},"Nur zufriedene Kunden befragen.",[3487],{"type":952},{"text":3489,"type":513}," Die Abwanderer und Fast-Käufer erzählen mehr über die Bremsen.",{"type":957,"content":3491},[3492],{"type":42,"content":3493},[3494,3498],{"text":3495,"type":513,"marks":3496},"Den Job nur auf das Produkt beziehen.",[3497],{"type":952},{"text":3499,"type":513}," Oft liegt der wichtigste Teil davor oder danach, bei der Auswahl, der Lieferung oder der Einrichtung.",{"type":957,"content":3501},[3502],{"type":42,"content":3503},[3504,3508],{"text":3505,"type":513,"marks":3506},"Ergebnisse in eine Präsentation legen und nicht testen.",[3507],{"type":952},{"text":3509,"type":513}," Ein Job, aus dem keine Hypothese wird, verändert nichts.",{"type":1071,"attrs":3511,"content":3513},{"id":3512,"level":1073},"haeufige-fragen-zu-jobs-to-be-done",[3514],{"text":3515,"type":513,"marks":3516},"Häufige Fragen zu Jobs to be Done",[3517],{"type":952},{"type":1071,"attrs":3519,"content":3521},{"id":3520,"level":1540},"was-ist-jobs-to-be-done-einfach-erklaert",[3522],{"text":3523,"type":513,"marks":3524},"Was ist Jobs to be Done einfach erklärt?",[3525],{"type":952},{"type":42,"content":3527},[3528],{"text":3529,"type":513},"Jobs to be Done ist eine Methode, um zu verstehen, warum Kunden ein Produkt kaufen. Kunden „heuern“ ein Produkt an, um in einer bestimmten Situation eine Aufgabe zu erledigen oder einen Fortschritt zu erreichen. Diese Aufgabe heißt Job.",{"type":1071,"attrs":3531,"content":3533},{"id":3532,"level":1540},"was-ist-der-unterschied-zwischen-jobs-to-be",[3534],{"text":3535,"type":513,"marks":3536},"Was ist der Unterschied zwischen Jobs to be Done und Personas?",[3537],{"type":952},{"type":42,"content":3539},[3540],{"text":3541,"type":513},"Personas beschreiben, wer ein Kunde ist. Jobs to be Done beschreibt, warum er kauft. Dieselbe Person kann je nach Situation verschiedene Jobs haben. Am besten funktionieren Personas, die nach Jobs gebildet sind.",{"type":1071,"attrs":3543,"content":3545},{"id":3544,"level":1540},"wie-viele-jobs-to-be-done-interviews-brauche",[3546],{"text":3547,"type":513,"marks":3548},"Wie viele Jobs-to-be-Done-Interviews brauche ich?",[3549],{"type":952},{"type":42,"content":3551},[3552],{"text":3553,"type":513},"Für ein erstes Bild reichen meist 8 bis 12 Interviews mit Menschen, die vor kurzem gekauft oder gewechselt haben. Wenn neue Gespräche keine neuen Jobs mehr bringen, ist das Bild vollständig genug.",{"type":1071,"attrs":3555,"content":3557},{"id":3556,"level":1540},"was-ist-ein-job-statement",[3558],{"text":3559,"type":513,"marks":3560},"Was ist ein Job Statement?",[3561],{"type":952},{"type":42,"content":3563},[3564],{"text":3565,"type":513},"Ein Job Statement beschreibt einen Job in einem Satz. Bewährt hat sich die Formel „Wenn ich …, will ich …, damit …“. Sie hält Situation, Ziel und Motiv zusammen.",{"type":1071,"attrs":3567,"content":3569},{"id":3568,"level":1540},"wer-hat-jobs-to-be-done-erfunden",[3570],{"text":3571,"type":513,"marks":3572},"Wer hat Jobs to be Done erfunden?",[3573],{"type":952},{"type":42,"content":3575},[3576],{"text":3577,"type":513},"Bekannt gemacht hat die Methode Clayton M. Christensen von der Harvard Business School, vor allem mit dem Buch „Competing Against Luck“ (2016). Wichtige Beiträge kommen von Bob Moesta, der die Interviewmethode prägte, und von Anthony Ulwick, der mit Outcome-Driven Innovation eine stärker messende Variante entwickelt hat.",{"_uid":3579,"text":3580,"component":1029},"jt92",{"type":39,"content":3581},[3582],{"type":42,"content":3583},[3584,3588,3589,3594,3596,3601,3602,3607,3608,3613,3614,3625,3626,3631,3633],{"text":3585,"type":513,"marks":3586},"Weiterführend:",[3587],{"type":952},{"text":2123,"type":513},{"text":3122,"type":513,"marks":3590},[3591],{"type":966,"attrs":3592},{"href":3126,"uuid":3127,"anchor":118,"target":1049,"linktype":31,"story":3593},{"name":3129,"id":3130,"uuid":3127,"slug":3131,"url":3132,"full_slug":3132,"_stopResolving":81},{"text":3595,"type":513}," · ",{"text":580,"type":513,"marks":3597},[3598],{"type":966,"attrs":3599},{"href":3421,"uuid":306,"anchor":118,"target":1049,"linktype":31,"story":3600},{"name":580,"id":3423,"uuid":306,"slug":3424,"url":307,"full_slug":307,"_stopResolving":81},{"text":3595,"type":513},{"text":65,"type":513,"marks":3603},[3604],{"type":966,"attrs":3605},{"href":2062,"uuid":63,"anchor":118,"target":1049,"linktype":31,"story":3606},{"name":65,"id":2064,"uuid":63,"slug":2065,"url":64,"full_slug":64,"_stopResolving":81},{"text":3595,"type":513},{"text":3275,"type":513,"marks":3609},[3610],{"type":966,"attrs":3611},{"href":3279,"uuid":312,"anchor":118,"target":1049,"linktype":31,"story":3612},{"name":3275,"id":3281,"uuid":312,"slug":3282,"url":313,"full_slug":313,"_stopResolving":81},{"text":3595,"type":513},{"text":2191,"type":513,"marks":3615},[3616],{"type":966,"attrs":3617},{"href":3618,"uuid":3619,"anchor":118,"target":1049,"linktype":31,"story":3620},"/de/behavioral-sciences/7-neuromarketing-tipps-fur-mehr-konversionsrate","8c3d860a-4930-471e-913f-94718646e905",{"name":3621,"id":3622,"uuid":3619,"slug":3623,"url":3624,"full_slug":3624,"_stopResolving":81},"Neuromarketing: Was Hirnforschung über Kaufentscheidungen verrät",101807848845206,"7-neuromarketing-tipps-fur-mehr-konversionsrate","de/behavioral-sciences/7-neuromarketing-tipps-fur-mehr-konversionsrate",{"text":3595,"type":513},{"text":2512,"type":513,"marks":3627},[3628],{"type":966,"attrs":3629},{"href":2516,"uuid":228,"anchor":118,"target":1049,"linktype":31,"story":3630},{"name":2512,"id":2518,"uuid":228,"slug":2519,"url":229,"full_slug":229,"_stopResolving":81},{"text":3632,"type":513}," · Lösung ",{"text":3634,"type":513,"marks":3635},"Kundenzentrierung",[3636],{"type":966,"attrs":3637},{"href":3638,"uuid":179,"anchor":118,"target":1049,"linktype":31,"story":3639},"/de/loesungen/kundenzentrierung",{"name":3634,"id":3640,"uuid":179,"slug":3641,"url":180,"full_slug":180,"_stopResolving":81},62409284621911,"kundenzentrierung","Kunden kaufen keine Produkte. 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Sie kommen in ein Geschäft und treffen auf einen netten Verkäufer, der Sie gerne beraten möchte. Sie teilen ihm Ihr Anliegen mit und er ...","175a1105-1f9e-4bde-913e-c1739246a718",[3747,4137,4149,4165,4177,4189,4201,4213,4225,4238],{"_uid":3748,"text":3749,"component":1029},"fe629013-1d21-422d-b711-88b7318c6011",{"type":39,"content":3750},[3751,3756,3763,3772,3779,3784,3789,3797,3802,3813,3818,3846,3857,3868,3873,3886,3897,3902,3907,3930,3942,3953,3985,4015,4045,4075,4105,4110,4115,4120,4132],{"type":42,"attrs":3752,"content":3753},{"textAlign":118},[3754],{"text":3755,"type":513},"Kennen Sie das? Sie kommen in ein Geschäft und treffen auf einen netten Verkäufer, der Sie gerne beraten möchte. Sie teilen ihm Ihr Anliegen mit und er fängt an, wie aus der Pistole geschossen, Sie mit Produktmerkmalen, Fachjargon und Fremdwörtern eiskalt niederzustrecken.",{"type":1119,"content":3757},[3758],{"type":42,"attrs":3759,"content":3760},{"textAlign":118},[3761],{"text":3762,"type":513},"„Dieser 65 Zoll, SUHD Fernseher verfügt über ein curved Display mit Nano Crystel Color, UHD Dimming und einem Ultra Clear Pro Panel. Damit erleben Sie Ihre Filme in 3.840 x 2.160 Bildschirmauflösung, gigantisch!“",{"type":42,"attrs":3764,"content":3765},{"textAlign":118},[3766,3768,3770],{"text":3767,"type":513},"…und so weiter und sofort.",{"type":3769},"hard_break",{"text":3771,"type":513},"Nachdem auch das letzte Pulver verschossen ist, hält der nette Mann freudestrahlend inne und wartet darauf, dass Sie begeistert rufen:",{"type":1119,"content":3773},[3774],{"type":42,"attrs":3775,"content":3776},{"textAlign":118},[3777],{"text":3778,"type":513},"„Ja genau, genau das wollte ich! Sie haben vollkommen recht. Wo kann ich unterschreiben?“",{"type":42,"attrs":3780,"content":3781},{"textAlign":118},[3782],{"text":3783,"type":513},"Leider sieht die Realität anders aus. Denn im Normalfall haben Sie nichts von all dem verstanden, was der gute Mann erzählt hat, und Sie versuchen dem Gespräch höflich zu entkommen. Ihre Wege trennen sich mit einem verwunderten und enttäuschtem Gefühl auf beiden Seiten.",{"type":1071,"attrs":3785,"content":3786},{"level":1073,"textAlign":118},[3787],{"text":3788,"type":513},"Was ist da schief gelaufen?",{"type":42,"attrs":3790,"content":3791},{"textAlign":118},[3792],{"type":1142,"attrs":3793},{"id":118,"alt":3794,"src":3795,"title":118,"source":30,"copyright":30,"meta_data":3796},"Weimaraner mit ratlosem Blick","https://storage.googleapis.com/kk-website-assets/1vvqAeR-_Weimaraner-mit-ratlosem-Blick-610x610.jpg",{"alt":3794,"title":118,"source":30,"copyright":30},{"type":42,"attrs":3798,"content":3799},{"textAlign":118},[3800],{"text":3801,"type":513},"Unser Verkäufer hat einen fatalen Fehler begangen. Er hat mit seinem Kunden gesprochen wie mit einer Maschine. Trockene Fakten, Produktmerkmale ohne einen echten Nutzen für den Kunden – und ihn mit nichtssagenden Worthülsen überhäuft.",{"type":42,"attrs":3803,"content":3804},{"textAlign":118},[3805,3807,3811],{"text":3806,"type":513},"Eben mit den Informationen, die er ",{"text":3808,"type":513,"marks":3809},"über das Produkt",[3810],{"type":952},{"text":3812,"type":513}," weiß. Dieses Phänomen ist – besonders online – häufig zu finden. Sowohl bei der Produktpräsentation bzw. Produktbeschreibung als auch bei der Argumentation, warum man als Anbieter der Richtige ist.",{"type":1071,"attrs":3814,"content":3815},{"level":1073,"textAlign":118},[3816],{"text":3817,"type":513},"Entscheidend sind die Informationen über den Kunden – der Kundennutzen!",{"type":42,"attrs":3819,"content":3820},{"textAlign":118},[3821,3823,3829,3831,3837,3839,3845],{"text":3822,"type":513},"Es ist nicht sonderlich schwer eine bessere Alternative zum oben dargestellten Beispiel zu finden. Schließlich geht es beim Verkauf darum, einen echten Verkaufsdialog zu schaffen. Hierzu gibt es viele Ansätze und Methoden wie beispielsweise das ",{"text":3824,"type":513,"marks":3825},"SPIN-Selling",[3826],{"type":966,"attrs":3827},{"href":3828,"uuid":118,"anchor":118,"target":118,"linktype":136},"http://blog.pipelinersales.com/sales-management/sales-methodology/why-questions-matter-in-selling-a-synopsis-of-spin-selling/",{"text":3830,"type":513},", ",{"text":3832,"type":513,"marks":3833},"Solution Selling",[3834],{"type":966,"attrs":3835},{"href":3836,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://en.wikipedia.org/wiki/Solution_selling",{"text":3838,"type":513}," oder ",{"text":3840,"type":513,"marks":3841},"The Sandler Selling System",[3842],{"type":966,"attrs":3843},{"href":3844,"uuid":118,"anchor":118,"target":118,"linktype":136},"https://en.wikipedia.org/wiki/Selling",{"text":2051,"type":513},{"type":42,"attrs":3847,"content":3848},{"textAlign":118},[3849,3851,3855],{"text":3850,"type":513},"Das gemeinsame Ziel all dieser Methoden ist es, die Kunden und deren Bedürfnisse besser zu verstehen und entsprechend zu bedienen. Also einen echten ",{"text":3852,"type":513,"marks":3853},"persönlichen",[3854],{"type":952},{"text":3856,"type":513}," Kundennutzen zu identifizieren und diesen mit dem eigenen Angebot in Einklang zu bringen.",{"type":42,"attrs":3858,"content":3859},{"textAlign":118},[3860,3862,3866],{"text":3861,"type":513},"Und hier liegt die Crux. In den Augen unseres fiktiven Verkäufers ist er sicherlich der Meinung, er habe alle Argumente gebracht, die das entsprechende Produkt unschlagbar machen. Allerdings ist die Herausforderung diese Argumente richtig zu formulieren. Das ",{"text":3863,"type":513,"marks":3864},"WIE",[3865],{"type":952},{"text":3867,"type":513}," spielt hier die entscheidende Rolle.",{"type":1071,"attrs":3869,"content":3870},{"level":1073,"textAlign":118},[3871],{"text":3872,"type":513},"Wie formuliert man Argumente nutzenorientiert?",{"type":42,"attrs":3874,"content":3875},{"textAlign":118},[3876,3878,3884],{"text":3877,"type":513},"An dieser Stelle möchte ich Albrecht Kresse und seiner ",{"text":3879,"type":513,"marks":3880},"edutrainment company",[3881],{"type":966,"attrs":3882},{"href":3883,"uuid":118,"anchor":118,"target":1049,"linktype":136},"https://www.edutrainment.com/",{"text":3885,"type":513}," danken, der uns mit dem Werkzeug der MVP-Ketten vertraut gemacht hat. Diese MVP-Ketten helfen eine gute Nutzenargumentation aufzubauen und die wichtigste Regel hierbei lautet:",{"type":42,"attrs":3887,"content":3888},{"textAlign":118},[3889,3891,3895],{"text":3890,"type":513},"Kommuniziere anstelle von Merkmalen die ",{"text":3892,"type":513,"marks":3893},"echten persönlichen Mehrwerte",[3894],{"type":952},{"text":3896,"type":513}," für den Kunden!",{"type":42,"attrs":3898,"content":3899},{"textAlign":118},[3900],{"text":3901,"type":513},"Die Abkürzung MVP steht dabei nicht für den “most valuable player”, also den wertvollsten Spieler, denn mit Sport hat das erstmal nichts zu tun. Auch nicht für das von Eric Ries, dem Entwickler der Lean Startup Methode, erdachte Konzept des “minimal viable products”, also des mit minimalem Aufwand konstruierten, funktionsfähigen Produkts, denn wir entwickeln hier keine Produkte.",{"type":42,"attrs":3903,"content":3904},{"textAlign":118},[3905],{"text":3906,"type":513},"Hinter dem Akronym MVP verbirgt sich in diesem Fall Folgendes:",{"type":42,"attrs":3908,"content":3909},{"textAlign":118},[3910,3914,3916,3917,3921,3923,3924,3928],{"text":3911,"type":513,"marks":3912},"M",[3913],{"type":952},{"text":3915,"type":513}," steht hierbei für Merkmal,",{"type":3769},{"text":3918,"type":513,"marks":3919},"V",[3920],{"type":952},{"text":3922,"type":513}," für Vorteil und",{"type":3769},{"text":3925,"type":513,"marks":3926},"P",[3927],{"type":952},{"text":3929,"type":513}," für persönlicher Kundennutzen.",{"type":42,"attrs":3931,"content":3932},{"textAlign":118},[3933],{"type":1142,"attrs":3934,"marks":3938},{"id":118,"alt":3935,"src":3936,"title":118,"source":30,"copyright":30,"meta_data":3937},"MVP Kette Grafik","https://storage.googleapis.com/kk-website-assets/iVvvrH5K_Visitenkarte-ALbrecht-fuer-Post-610x78.jpg",{"alt":3935,"title":118,"source":30,"copyright":30},[3939],{"type":966,"attrs":3940},{"href":3941,"uuid":118,"anchor":118,"target":118,"linktype":136},"//www.konversionskraft.de/wp-content/uploads/2015/07/Visitenkarte-ALbrecht-fuer-Post.jpg",{"type":42,"attrs":3943,"content":3944},{"textAlign":118},[3945,3947,3948,3950,3951],{"text":3946,"type":513},"Das heißt in der Praxis, wenn Sie für Ihr Produkt werben:",{"type":3769},{"text":3949,"type":513},"Legen Sie sich die richtigen MVP-Ketten zurecht.",{"type":3769},{"text":3952,"type":513},"Wie sieht das genau aus? Dazu ein Paar Beispiele:",{"type":42,"attrs":3954,"content":3955},{"textAlign":118},[3956,3960,3961,3967,3969,3970,3975,3977,3978,3983],{"text":3957,"type":513,"marks":3958},"Beispiel 1:",[3959],{"type":952},{"type":3769},{"text":3962,"type":513,"marks":3963},"Merkmal:",[3964,3965],{"type":952},{"type":3966},"italic",{"text":3968,"type":513}," auf Lager (schwach)",{"type":3769},{"text":3971,"type":513,"marks":3972},"Vorteil:",[3973,3974],{"type":952},{"type":3966},{"text":3976,"type":513}," sofort lieferbar (schon besser)",{"type":3769},{"text":3979,"type":513,"marks":3980},"Persönlicher Mehrwert:",[3981,3982],{"type":952},{"type":3966},{"text":3984,"type":513}," Das Paket ist morgen bei Ihnen (gute Lösung)",{"type":42,"attrs":3986,"content":3987},{"textAlign":118},[3988,3992,3995,3999,4001,4002,4006,4008,4009,4013],{"text":3989,"type":513,"marks":3990},"Beispiel 2:",[3991],{"type":952},{"type":3769,"marks":3993},[3994],{"type":952},{"text":3962,"type":513,"marks":3996},[3997,3998],{"type":952},{"type":3966},{"text":4000,"type":513}," 14 Tage Rückgaberecht (schwach)",{"type":3769},{"text":3971,"type":513,"marks":4003},[4004,4005],{"type":952},{"type":3966},{"text":4007,"type":513}," Kostenlos zurücksenden (schon besser)",{"type":3769},{"text":3979,"type":513,"marks":4010},[4011,4012],{"type":952},{"type":3966},{"text":4014,"type":513}," Sie können alles bequem zu Hause anprobieren (gute Lösung)",{"type":42,"attrs":4016,"content":4017},{"textAlign":118},[4018,4022,4025,4029,4031,4032,4036,4038,4039,4043],{"text":4019,"type":513,"marks":4020},"Beispiel 3:",[4021],{"type":952},{"type":3769,"marks":4023},[4024],{"type":952},{"text":3962,"type":513,"marks":4026},[4027,4028],{"type":952},{"type":3966},{"text":4030,"type":513}," flexibel (schwach)",{"type":3769},{"text":3971,"type":513,"marks":4033},[4034,4035],{"type":952},{"type":3966},{"text":4037,"type":513}," Zugriff jederzeit möglich (schon besser)",{"type":3769},{"text":3979,"type":513,"marks":4040},[4041,4042],{"type":952},{"type":3966},{"text":4044,"type":513}," Egal in welcher Lebenssituation, Sie verfügen über Ihr Geld. (gute Lösung)",{"type":42,"attrs":4046,"content":4047},{"textAlign":118},[4048,4052,4055,4059,4061,4062,4066,4068,4069,4073],{"text":4049,"type":513,"marks":4050},"Beispiel 4:",[4051],{"type":952},{"type":3769,"marks":4053},[4054],{"type":952},{"text":3962,"type":513,"marks":4056},[4057,4058],{"type":952},{"type":3966},{"text":4060,"type":513}," Zahlungspause (schwach)",{"type":3769},{"text":3971,"type":513,"marks":4063},[4064,4065],{"type":952},{"type":3966},{"text":4067,"type":513}," Raten können pausiert werden (schon besser)",{"type":3769},{"text":3979,"type":513,"marks":4070},[4071,4072],{"type":952},{"type":3966},{"text":4074,"type":513}," Wenn Sie plötzlich einen finanziellen Engpass erleiden, können Sie Ihre monatliche Zahlung aussetzen und später wieder aufnehmen (gute Lösung)",{"type":42,"attrs":4076,"content":4077},{"textAlign":118},[4078,4082,4085,4089,4091,4092,4096,4098,4099,4103],{"text":4079,"type":513,"marks":4080},"Beispiel 5:",[4081],{"type":952},{"type":3769,"marks":4083},[4084],{"type":952},{"text":3962,"type":513,"marks":4086},[4087,4088],{"type":952},{"type":3966},{"text":4090,"type":513}," Rund-um-Service (schwach)",{"type":3769},{"text":3971,"type":513,"marks":4093},[4094,4095],{"type":952},{"type":3966},{"text":4097,"type":513}," Sie müssen sich um nichts kümmern (schon besser)",{"type":3769},{"text":3979,"type":513,"marks":4100},[4101,4102],{"type":952},{"type":3966},{"text":4104,"type":513}," Transport, Aufbau, Müllentsorgung erledigen alles wir für Sie. Sie müssen sich nur über Ihr neues Möbelstück freuen. (gute Lösung)",{"type":42,"attrs":4106,"content":4107},{"textAlign":118},[4108],{"text":4109,"type":513},"Falls Sie sich über Beispiel 5 wundern, dann tuen Sie dies zu Recht. Rund-um-Service ist nicht wirklich ein Merkmal, aber es zeigt ein weiteres Phänomen, das sehr häufig auf Websites zu finden ist: die Worthülse.",{"type":42,"attrs":4111,"content":4112},{"textAlign":118},[4113],{"text":4114,"type":513},"Nutzenorientierung bedeutet auch, dass man sich Gedanken über die gewählten Formulierungen macht. Was meinen „wir“ als Unternehmen damit und was versteht der Kunde, der unser Produkt nicht kennt, darunter? Wird es überhaupt verstanden, was wir sagen wollen?",{"type":42,"attrs":4116,"content":4117},{"textAlign":118},[4118],{"text":4119,"type":513},"Hier spricht man auch oft von der bekannten Unternehmensbrille oder dem blinden Fleck. 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