GfK-Nürnberg e.V. wins innovation prize
BVM commends market research tool, HILCA
Nuremberg, June 13, 2008 – GfK-Nürnberg e.V. and Holger Dietrich won the German market research innovation award. The award commending HILCA was announced by the German market research organization, BVM, at its annual Congress, held in early June in Hamburg.
This is one of the four categories of the 2008 German market research awards given by the BVM. The innovation prize evaluates methodologies and practices in data gathering, processing and analysis and complete test designs. Essential criteria are that the innovation is new, that the methodology is unique, scientifically-based and practicable, and that it offers considerable advantages over alternative methods. HILCA (Hierarchical Individualized Limit Conjoint Analysis) was developed by Holger Dietrich and GfKNürnberg e.V, in conjunction with GfK AG’s methodology and product development department, McKinsey and Professor Markus Voeth (University of Hohenheim). It is a sophisticated research market tool which can be used to optimize the design of products and services.
HILCA has been in operation since early 2007 and has already proven its worth in numerous commercial studies. In particular, it has demonstrated the following advantages over conventional methods. First, it can check more than 20 attributes and assess user values individually. Its findings also exhibit remarkably high validity. Beyond this, the software developed for HILCA ensures survey quality, as well as accelerating the project workflow and consequently, it keeps costs to a minimum. This is a tool which also has additional uses for the surveying, analysis and simulation processes, giving it a competitive edge over other methods and at the same time covering the complete spectrum of a HILCA survey.
HILCA is based on a concept designed by Professor Markus Voeth. The major innovative achievement is the conversion of a theory into a marketable and superior research tool, without which, the practical applications would have been impossible.
GfK-Nürnberg e.V.
Established in 1934, GfK-Nürnberg e.V. is an association for the promotion of market research with a membership of around 580 companies and individuals. The purpose of the association is the carrying out of basic research, the promotion of training and education for market researchers and the regular preparation of studies which are made available to members of the association. With a 56.8% per cent stake, the association is the majority shareholder of GfK AG.
The GfK Group
The GfK Group is the No. 4 market research organization worldwide. Its activities cover the three business sectors of Custom Research, Retail and Technology and Media. The Group has 115 companies covering over 100 countries. Of a total of 9,297 employees (as of March 31, 2008), 81.1% are based outside Germany. For further information, visit our website: www.gfk.com