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GfK Receives Innovation Accolade
Gfk Nürnberg eV - GfK's non-profit association - and employee Holger Dietrich have received the German market research innovation award for developing a tool which can be used to optimize the design of new products and services.
 The HILCA (Hierarchical Individualized Limit Conjoint Analysis) was developed by Dietrich, the firm's Manager, Basic Research; and GfK Nürnberg eV, in conjunction with GfK AG's methodology and product development department, McKinsey and Professor Markus Voeth (from the University of Hohenheim).
Designed to deliver insights about product attributes that matter most to consumers in a specific target market, the tool taps in to the natural thought process followed by consumers when making purchase decisions.
HILCA has been used in several studies since its launch in early 2007, and the firm says it has already demonstrated a number of advantages over conventional methods. For example, it can check more than 20 attributes and assess user values individually.
It also has additional uses for surveying, analysis and simulation processes, which GfK says gives it a competitive edge.
The prize was awarded by German market and social research organisation BVM (Berufsverband Deutscher Markt- und Sozialforscher). To decide on a winner, the association evaluates methodologies and practices in data gathering, processing and analysis and complete test designs. 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.
GfK-Nürnberg eV has a membership of around 580 companies and individuals. Its purpose is to carry out research, promote training and education, and conduct studies which are made available to members. With a 56.8% per cent stake, the association is the majority shareholder of GfK AG.
Web sites: www.gfk-verein.de, www.gfk.com and www.bvm.org .
GfK and TNS are in discussions about a possible 'merger of equals', which would create the world's second-largest market and information group.
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