Aurora University Team Wins GfK Next Generation Competition, Presents at ARF
Great Mind Ceremony
Study focuses on opportunities for targeting key Hispanic consumer groups
NEW YORK -- March 20, 2013
A team of undergraduate marketing students from Aurora University has won
GfK’s second Next Generation (NextGen) Competition. Members of the winning
group presented their findings today at the Advertising Research Foundation
(ARF) Great Mind Awards ceremony, which concluded its 2013 Re:think conference
in New York City.
The Aurora University study, “Exploring Uncharted Territories: Addressing the
Emerging Hispanic Market,” reveals opportunities for targeting key Hispanic
audiences effectively. As part of their project, the students interviewed
Hispanic business leaders in the Aurora, Illinois, region and conducted both
qualitative and quantitative research among Hispanic consumers.
“We are pleased to honor such a thorough and ambitious study of a topic that
is at the forefront of marketers’ concerns today – the Hispanic consumer,”
said David Krajicek, CEO of GfK Consumer Experiences North America. “Nurturing
the next generation of market researchers is a top priority for GfK, and
should have the same urgency from every company in marketing and research.”
The winning Aurora team consisted of Camilla Alexander, Qoc’avib Revolorio,
Robeska Sanchez, and Nick Sloan. They were advised by Dr. Brian Vander Schee,
Associate Professor of Marketing at the university.
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.
GfK is one of the world’s largest research companies, with more than 12,000
experts working to discover new insights into the way people live, think and
shop, in over 100 markets, every day. GfK is constantly innovating and using
the latest technologies and the smartest methodologies to give its clients the
clearest understanding of the most important people in the world: their
customers. In 2012,GfK’s sales amounted to EUR 1.51 billion.
To find out more, visit www.gfk.com/us or follow GfK on Twitter:
GfK Marketing and Communications, Consumer Experiences North America
David Stanton, 908-875-9844
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