New forms of multichannel research combining traditional and digital
The presentation will show results from a study carried out in the UK during the Olympic games to measure the effect of sponsorship on brand dimensions. We combined traditional online research, real online user behaviour based on objective measurement and social media analysis. All these sources together will help us to get a holistic picture about what the effects of such an event on the brands are.
About the speakers
Ralph Wirth, Associate Director, Global Innovation and Digital, GfK Consumer Experiences
Ralph has worked for GfK Marketing Sciences in Nuremberg since 2005 and has been Deputy Head of the department since 2010. He is a respected methodological consultant of international clients across different sectors and a renowned expert in the field of preference measurement. His willingness to share his knowledge and his joy of teaching make him a popular tutor within the GfK network and a requested guest lecturer for academic institutions.
In addition to his role in Marketing Sciences, Ralph has also worked as Associate Director in GfK’s new Global Innovation & Digital team since January 2012. Among other things, he is responsible for strategic innovation management in the field of Social Media Analysis.
Ralph is a regular speaker at conferences, and his research achievements have been recognized both by practitioners and in academia. He was voted “Up-and-Coming Researcher of the Year 2010” by two European market research companies for his PHD thesis on Best-Worst Choice-Based Conjoint Analysis. Ralph has spoken at four IMSM conferences, hosted by GfK, at two International Sawtooth Software Conferences (2012 and 2011), at the Advanced Research Techniques Forum in 2011 and at the Annual Meeting of the German Statistical Society 2011. The paper he presented at the 2011 Sawtooth Software conference was voted “most valuable paper” by the conference attendees and discussed by international top academic Jordan Louviere.
Fabrizio Esposito, Digital Science & Innovation Executive, GfK Consumer Experiences
As member of the Global Innovation Team, Fabrizio is responsible for analyzing and managing emerging technologies in order to ensure proceedings in market research methodologies within GfK.
Fabrizio studied psychology and social sciences at the University of Zurich, followed by three years of mathematics after graduating. During his studies he worked at IBM and tutored students in advanced methodologies and statistical analysis at the University of Zurich.
After his studies he joined GfK Switzerland where he worked as a consultant for the newly build team methods and innovation. In 2011 he was accepted to the GfK Talent Management Program, where he had the chance to work on projects like neuroscientific applications in market research and be visiting lecturer at various Universities in Switzerland.