Panorea Kaskani

> Learn more about Panorea Kaskani

Since 2017 Panorea Kaskani has been working as a consultant in the field of neuromarketing at Interconnection. The graduate psychologist worked for many years at the Institute for Consumer Behavior Research at the University of Vienna. She effectively uses her expertise in behavioral psychology and her knowledge of implicit methods of measurement, as well as their application, in different modes of advertising and tailor-made communication concepts, with the goal of helping your company sell products and services more successfully.

Contact me without obligation, I support you gladly!

Tel:+43 1 585 46 23 27


Innovative Methods to analysz Ad- and Brand-efficiency

Packaging Analysis

Packaging Analysis


Ad Tracking

IC Events

Brand Performance 2023

Austria’s top event for brand management

BRAND PERFORMANCE is the new business event with a focus on the brand. As meeting place for marketing and brand management from industry and trade, the event will premiere in Vienna on 15 September 2023. Exclusive keynote speeches provide qualitative input on brand building, brand positioning, branding, story, image magic and much more. The brand as a strong mediator of values and brand communication in the (digital) change of times are central to this.

… with Dr. Helene Karmasin, MMag. Christian Schölnhammer, Peter Pirck, Thomas Niederdorfer, Dr. Frederik Lehner, Harald Doucha …

… for management, marketing, product and brand management from industry and trade, as well as agencies and institutes …

… from €299,- (online) and in presence as CLASSIC or PREMIUM ticket …

More information:

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IC News

Give the Celebrity a Go! Advertising with Testimonials and Influencers and How to be Successful with a Time-Tested Concept

influencer, werbung, erfolg, testimonials

Advertising with testimonials is not popular with all “If you can’t think of anything else, use a celebrity or try sex sells” are quite common criticisms of the concept that advertising has been using since time immemorial: A well-known celebrity recommends a product and because of his or her credibility and fame, the consumer is supposed to do the same. Despite all the prophecies of doom: if it is done well, it works very well. The rise of influencers among young target groups in particular shows that the concept works even when it is clear that the brand recommendation has been bought.

Here are a few – very brief – rules on how it works. This applies to both testimonials and influencers.

  1. Celebrity Factor

Testimonial is the nice advertising term, but it is a celebrity, a hero, a star for the respective target group. That is what’s important. It’s not about some notoriety, it’s about the fact that a person, because of their life story, provides an identification figure for the consumer, who must be a real fan. Of course, this celebrity factor is very much dependent on the target group: 15 – 20-year-olds trust influencers in their purchasing decisions that 30-year-olds know absolutely nothing about. It is also important to understand that it is not “cheaper” to take the N° 3 or 5, only the real role model will bring about change.

  1. Image Fit

A testimonial usually only has a perceived competence for a limited area and their image values are what make them valuable to the brand. Thomas Gottschalk stands for a family-friendly sense of humour and can thus recommend gummy bears wonderfully, but he would certainly be far less suitable as a testimonial for an insurance company. Influencers build up their competence in a very targeted way, match the products to their own staging, but there are also testimonials whose competence is not clear. That has to be tested in the target group. There are surprises.

  1. Exclusivity

Often, only the size of the jersey is the limitting factor for brands that an athlete represents. You can’t hold that against them, but it’s probably not as ideal for the brands being advertised. Good testimonials are expensive, exclusivity then almost unaffordable, and yet it is important to only let testimonials appear who definitely have no second client in the same product family. However, it is based on the human attention economy that the brand that has the better fit of its image to the testimonial or influencer used will ultimately win, since the brain quickly forgets or does not even take in incongruous variants. Therefore, exclusivity is important, but the image fit is even more important.

  1. Story Telling

A celebrity holding some product up to the camera and says that it’s really great is sad. Since this was handled very well in a film in “Lost in Translation”, this sadness and senselessness is also in the general memory because this film – like every good film – does what advertising also has to do with testimonials: Tell a story. The brand and the celebrity have to be linked with a story in such a way that the two images reinforce each other and the hero is the brand. The sentence was written quickly, to implement this is damn hard work and for this, advertising agencies are worth any money.

  1. Duration

If your budget is only enough for a few spots in the summer, then leave a celebrity alone, the money will fizzle out into nowhere. Even if the fit to the brand is perfect and the story is memorable, the bond between testimonial and product has to be maintained over a certain period of time so that the image transfer is sustainable.

  1. Scientific Support

This sounds complicated now, but the message is simple: all of the above criteria can be measured with state-of-the-art methods and they should be, because these costs are the lowest in the project “Advertising with Testimonials and Influencers”.

We start a project based on a multi-client study and test testimonials, influencers, their image and awareness in Germany, Austria and Switzerland. Before we start, we are also happy to record your testimonial or brand.

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InterConnection at the Research & Results 2019

The market research fair Research & Results will again open its doors on the 23th-24th of October in Munich.

Visit us at our booth 270 in hall 2. We will gladly inform you about our innovative and practice-oriented methods in the B2B and B2C segment and also offer you great workshops on exciting topics such as the following.


Our Workshops

‘Who once lies…’ – implicit methods as the Royal Road of Market Research

Wednesday, 23th of October at 1.15-1.45 pm; Room 1

Consumers lie. Not intended, but especially then, when they are explicitly asked about their preferences, buying motives or purchase wishes. Lies, however, have short legs, so implicit approaches help to make unconscious buying drivers measurable and reveal true buying motives and attitudes. In this workshop we will show you the best implicit methods that have been proved to be effective in practice, with practical applications around brand perception, product design and advertising impact.


  Presentation request


B2B Market Intelligence – Tools for better Market Performance

Thursday, 24th October at 12.30-1.00 pm; Room 7

Market research is facing special challenges when it comes to B2B industries. Traditional market research topics such as the analysis of buying behaviors are much more complex due to various persons involved as part of the buying center. Market analysis need to consider multistage distribution structures and the high relevance of direct sales. Market selection projects are not only restricted to regional respectively industry related markets but industry overlapping application possibilities. This presentation shows business related B2B-Market Intelligence Tools for a better market performance.


  Presentation request



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Leading Companies trust in Interconnection Consulting


At the IC Impulsworkhop "Sales Optimization" we appreciate not only the practical relevance, but also the eloquent language and the perfect rhetoric. The most important benefit for our company was the sales pipeline. Adrian Capellarie (Head of Sales Admonter Holzindustrie)

Deutscher Holzfertigbau Verband

Interconnection provides us with the prefabricated house study a plausible and veritable data basis for the analysis of the actual situation in the prefabricated house market and beyond for the assessment of the future market development. We are happy to use this interpreted data for our lobbying and everyday work.

Thomas Schäfer (Managing Director, Deutscher Holzfertigbau-Verband)


The prefabricated housing study by Interconnection Consulting shows a real picture of the actual market situation and forms a valuable basis for our strategic decisions.

Gerhard Schuller (CFO ELK)


EPSON is satisfied with the Interconnection's way of communication with the market and with clients. EPSON is also appriciate the Interconnection's continuous work trying to aim the report to be at the higher level. As a result, EPSON rely on Interconnection data, for the market of POS Printers and Systems.

T.Murakami (Brand Management, Seiko Epson Corporation)


I appreciate on the forum "Impulsworkshop Vertriebsoptimierung" the practical relevance of Peter Berger linked with his practical examples. I also liked the sovereign presentation style. The most important benefit was for me, on the one hand refresh of methods and also the sales management tools that were shown. Ing. Dietmar Hammer (Head of Product Management Gaulhofer)


The most important benefit of the Impulsworkshop "sales optimization" was in my view the procedure of the definition of strengths and the entire sales process. Mr. Berger is very competent and professional. Fabian Freund (Sales Manager, Kontron Austria)

Österreichs Personaldienstleister

The sales management tool ZAIS has become indispensable for many Austrian temporary staffing providers for fast and correct sales management decisions. A tailor-made online cockpit provides comprehensive monthly figures and data on temporary work and the labor market in Austria, while at the same time impressing with its overview and intuitive user guidance. Interconnection Consulting has consider individually to all user needs during development process and also convinces with fast response times during operation.

Dr. Gertraud Höltl (Generalsekretärin Österreichs Personal Dienstleister)

Saint Gobain

Long experience and deep understanding of the construciton industry markets make up the quality of the IC studies. Interconnection Consulting is a constant companion concerning the assessment of markets and helpful for decision-making.

Bernd Blümmers (Directeur General, Saint-Gobain Solar Systems, Central Europe, Aachen)


Interconnection Consulting reports deliver a worthfull external perspective and are so a good contrast with regards to our internal market point of views.

Pedro Posada (CEO Salamander Industrial Products Spain)

Scandinavian Business Seating

The IC Report gives a very good overview of the Western European office furniture market, in a well-structured way. The data is helpful to better understand the market developments and drivers.

Beatrice Sotelo (Director Business Development , Scandinavian Business Seating)

Schneider Electric

Under a short time constraint, Interconnection was able to deliver an outstanding study that exceeded my expectation in terms of quality and market breadth. I highly recommend Interconnection to anyone in need of market research.

Jeff Canterberry (Director of Strategy and M&A, Schneider Electric)


When developing new market strategies, Interconnection is a trusted source we always come back to. Christian Frey (Marketing Manager CS DACH)

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