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Team from Purdue University Calumet Wins GfK Next Generation Competition For Undergraduate Market Researchers

Team from Purdue University Calumet Wins GfK Next Generation Competition For Undergraduate Market Researchers

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Published by: Crowdsourcing.org on Mar 29, 2014
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Team from Purdue University Calumet Wins GfK Next Generation Competition For Undergraduate Market Researchers

Students present insights at ARF Great Mind event; GfK’s Patel receives Future Forward certificate
March 26, 2014 03:37 PM Eastern Daylight Time

NEW YORK--(BUSINESS WIRE)--Four undergraduate business and marketing students from Purdue University Calumet have won GfK’s third Next Generation (“NextGen”) Competition. The team received its award and shared highlights of its findings today at the Advertising Research Foundation (ARF) Great Mind Awards ceremony in New York City.

“The Purdue University study showed sophistication and outof-the-box thinking in both design and execution”
In addition, Amar Patel of GfK’s Health (Market Access) team received a Future Forward certificate at the Great Mind event, which concluded this year’s ARF’s Re:Think conference. Patel was cited for a complex market access project in the area of biosimilars. The Purdue students used a four-pronged research approach to find more effective ways of targeting potential backers of independent movies through crowdfunding and crowdsourcing websites and similar platforms. The team studied independent movie projects on Kickstarter.com and also collected online survey responses using two samples. As part of the NextGen award, GfK provided free transportation and hotel for two members of the Purdue team and its faculty advisor, as well as full passes to the three-day ARF conference. “The Purdue University study showed sophistication and out-of-the-box thinking in both design and execution,” said David Krajicek, CEO of GfK Consumer Experiences North America. “We are pleased to celebrate innovators of any age, and to help students see the connections between sound business

decisions and high quality research. As each generation reinvents market research to meet its needs, the NextGen Competition offers undergraduates a grounding in the fundamentals of research, as well as a platform for experimentation and breakthrough thinking.” The winning Purdue team consisted of Reem Aljar, Weizhi Chen, Joseph Crisan, and I-Chun Lee. Their faculty advisor was Haisu Zhang, Assistant Professor of Marketing in the College of Business. In addition to a trip to New York for two presenters and their advisor, GfK presented the team with a $1,000 prize. They also received Next Generation awards from Krajicek at the Great Mind ceremony. About GfK GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s 80 years of data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices. For more information, please visit www.GfK.com or follow GfK on Twitter: https://twitter.com/GfK_en

David Stanton, 908-875-9844 Vice President, GfK Marketing and Communications, Consumer Experiences North America david.stanton@gfk.com

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