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Research papers

The future of market and social research is qualitative

This is the story of a collaboration of ESOMAR Foundation/Paragon Partnership, BBC Media, Big Sofa, and experienced qualitative researchers from all over the world, coming together to solve an important industry issue - the quality of qualitative...

Catalogue: Congress 2018
Authors: Phyllis MacFarlane, Sonia Whitehead
Company: GfK
September 23, 2018

Research papers

SUPERCRUNCH data design thinking

Tackle the most common challenge when developing data-driven solutions: How to define a tangible use case? The Supercrunchers will walk you through based on a real-life case.

Catalogue: Big Data World 2017: Smart Data Integration
Authors: David Kaufmann, Norbert Wirth
Company: GfK
November 10, 2017

Research papers

Virtual reality meets traditional research

In order to compare the traditional research approach- CAPI (Computer Assisted Personal Interview)- with the VR approach, an empirical study was conducted using a sequential monadic design. The study was designed to help us to reach the following...

Catalogue: Congress 2017: Visionary
Author: Alexandra Chirilov
Company: GfK
September 3, 2017

Research papers

Using global research to permanently improve the lives of the poor

Designing lasting change; How Rotary International uses research to change people’s lives around the world.In 2007, Rotary began a journey called Future Vision to focus Rotary resources to better improve health, economic and social conditions...

Catalogue: Congress 2017: Visionary
Authors: Karl G. Feld, Uri Farkas, Hilary Leav
Company: GfK
September 2, 2017

Research papers

Harnessing the power of voice

Marketers have always known the role that emotions play in consumers' product purchase process. Today, in addition to injecting emotions into new products through advertising, marketers are building emotions into their product designs. Researchers...

Catalogue: Asia Pacific 2017: Discoveries
Authors: Saurin Shah, Roland Leung, Geeta R. Lobo
Company: GfK
May 9, 2017

Research papers

Gaining marketing-relevant knowledge from social media photos

The flood of photos on social media is overwhelming. Every single day, Facebook users upload an average of 351 million images. These snapshots not only provide insights into the users' lives, but also reflects their attitudes and experiences with...

Catalogue: Congress 2016: #WOW
Authors: Raimund Wildner, Carolin Kaiser
Company: GfK
September 22, 2016

Research papers

Indonesia's new path to purchase and it's all mobile

In our presentation we'll demonstrate how we conducted a detailed consumer study using an approach of combined passive monitoring as well as active surveys, yielded richer insights into the Indonesian mobile user than ever before. We first conducted...

Catalogue: Asia Pacific 2016: Get Connected!
Authors: Masao Kakihara, Karthik Venkatakrishnan
Company: GfK
May 19, 2016

Research papers

Powerfully passive

This is a study conducted by GfK China in co-operation with DARC and JSBC in China. The objective of the project is very straightforward- to understand whether the performance can engage the audience emotionally in a very positive way, and what kind...

Catalogue: Asia Pacific 2015: Asia Means Business
Authors: Alice He, Ashok Sethi, Qun Ge
Company: GfK
June 15, 2015

Research papers

'Power of laughter'

In 2012, Comedy Central undertook a major international study called ‘Comedy Across Borders’. This aimed to identify and explore how laughter shapes the lives of audiences and how this knowledge can be used for broadcasters and advertisers...

Catalogue: Congress 2014: What Inspires?
Authors: Christian Kurz, Jo McIlvenna, Julia Lamaison, James Guerrier
Company: GfK
September 10, 2014