GfK Consumer Insights Competition Focuses on Now Generation, Purchase Journeys

Brands serve as judges, mentors; new process makes entry quicker

NEW YORK–(BUSINESS WIRE)–In its sixth annual Next Generation (“NextGen”) Competition for
undergraduates, GfK in North America is urging students to explore such
key marketing topics as purchase journeys, teen and young adult
consumers (the Now Generation), and “future-proof” innovations.

about the competition and access complete topics and

For 2017-18, GfK has simplified the process for initial entry into the
contest, making it easier for individual students or small teams to take
part. In the first phase, students identify a marketing issue to study
and propose a self-funded research project to provide answers to that
problem. No primary research is conducted in the initial phase, and
entries are limited to 1,000 words.

a video
about the 2016-17 NextGen winning team.

GfK and a team of client Mentors then choose a small number of finalists
to actually conduct their research and report on their findings and
implications. The winning team receives a $1,000 prize and a visit with
GfK experts to learn more about consumer insights as a discipline and a

For 2016-17, clients who took part as Mentors included Beiersdorf,
Campbell’s, Estee Lauder, Eli Lilly, General Mills, Mondelēz
International, Nestle SA, Sodexo, and Unilever.

The contest is ideal for undergraduates who are taking or have taken
courses in Market Research, Marketing, Consumer Behavior, Statistics,
Sociology, and related topics. The deadline for initial entries is
December 1, 2017; finalists will be notified on December 15. Finalist
teams will then conduct their research, synthesize their findings, and
submit final reports by March 30, 2018, with winners to be notified on
April 20.

For more information, contact

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 long-standing
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 or
follow GfK on Twitter


David Stanton, 908-875-9844
VP, MarComms