UBS Think Tank in Wolfsberg
Why does most information on the internet remain unused?
Dr. Christoph Glauser, President of the board, IFAAR Institute For Applied Argumentation Research, Berne
23 February 2005
Everybody talks about customer focus, but nobody has ever really focused on the customers of the Internet. People who search for something, for example by using Google or search.ch, normally don’t find what they seek! On the other hand, more than 90% of all the information available in the Internet is never actively searched for. That is why most websites don't fulfil the expectations of the companies that create them. So how can content on the website be optimised to “fit” better with what customers are really seeking?
Everybody talks about customer focus, but nobody has ever really focused on the customers of the Internet. People who search for something, for example by using Google or search.ch, normally don’t find what they seek! On the other hand, more than 90% of all the information available in the Internet is never actively searched for. That is why most websites don't fulfil the expectations of the companies that create them. So how can content on the website be optimised to “fit” better with what customers are really seeking?Dr. Christoph Glauser studied Mass Media, Political Science and History at the Universities of Berne and Geneva. He then did research for a national programme about “efficiency of government programs” at the University of Geneva, while he finished his PHD at the University of Berne. In 1994, he founded the Institute for Applied Argumentation Research in Berne where he has researched election campaigns and done content analysis of Teletext and news agencies. From 1996 to 2000, he directed a research programme at the Swiss Federal Institute of Technology (ETH) regarding “expert communication on biotechnology in the public and in the media”. In 1998, he taught “Publizistik (comunications)” at the University of Zürich as well as at the Communication School of the University of Washington in Seattle. In 1998 too, he co-founded MMS Media Monitoring Switzerland AG of which he was managing director and member till 2001. MMS digitally analysed communication in newspapers. From 2001, Dr. Glauser has been president of the board of “IFAAR” and has developed a new product for comparing supply & demand in the Internet, called ArgYou.com.
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