GfK 2012-2013 Next Generation US Market Research Competition. Undergraduate. GfK logo
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Market research student paper competition



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GfK is proud to present the second annual Next Generation Market Research Competition, to be hosted in conjunction with ARF RE:Think 2013 in March. In the ever-changing, fast-paced corporate world, marketing researchers must be able to think on their feet and bring innovative ideas to address emerging business problems. This competition is designed to give undergraduate student researchers from a US accredited college or university a chance to test their marketing knowledge by creating a marketing research project that addresses a critical issue weighing on marketers’ minds daily. The winning team will:

  • Receive a cash award of $1,000
  • Get the chance to attend the 2013 ARF RE:Think Conference in New York. Two team members and a faculty advisor will travel to New York City and receive complimentary conference registration, travel and hotel accomodations
  • Present a 5 minute synopsis of their project to the leading marketing and advertising research minds in the industry at the annual Great Mind Awards Ceremony during the ARF Re:Think conference (two team members)



The competition and research topics



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The project must employ primary research based on valid qualitative and/or quantitative methodologies to address one of the following business issues:

Issue 1: Bridging the gap between smartphones and brick-and-mortar stores
Smartphones have created a brand new world for retailers, with the potential to do great harm or great good to the traditional brick-and-mortar store. Here are some of the stats:

  • About half of US consumers now have a smartphone
  • 41% use smartphones for shopping
  • Almost 1 in 4 mobile device owners has seen an item in a store and then bought it online via mobile (Data source: GfK)

How can brick-and-mortar retailers maintain customer loyalty in this challenging new environment?
How can they deploy digital platforms to their own advantage? What can they do to win the hearts of in-control consumers?

Issue 2: Tapping into the ever-evolving Hispanic marketplace
Hispanics represent a growing and powerful force in the American economy. Some of the stats:

  • In 2050, Hispanics may account for 1/3 of the US population
  • In 2011, Hispanics wielded some $1.1 trillion in purchasing power

As this group becomes indistinguishable from mainstream America, how can marketers be prepared? How can they fashion marketing campaigns that are effective without being reductive? How can they stay a step ahead of this cultural transformation?

Issue 3: Other emerging marketing issues
Frame an issue that you think is another area of emerging importance for marketers today.


Why participate?



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  • Chance for a team of 1-4 students to win a $1,000 award, and for two team members to go on an all-expenses paid trip to NYC
  • Impress industry leaders (and future potential employers!) with your ideas and abilities
  • Gain real and valuable marketing experience by putting your skills to the test
  • Winning team will be showcased in pre- and post-conference press and media releases—excellent exposure and resume builders!
  • Two members of the Grand Prize Winning Team will present their research project during the Great Mind Awards Ceremony at the ARF RE:Think Annual Conference



Schedules and deadlines



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November 9th, 2012 Competition entry forms due
Late November 2012 Finalists notified
January 28, 2013 Final projects due
February 25, 2013 Grand Prize Winning Team notified
March 20, 2013 Grand Prize Winning Team (2 team members) presents their research project during the Great Mind Awards Ceremony at the ARF RE:Think Annual Conference

Entry details



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To enter, please complete the entire entry form.

For complete Terms & Conditions, please click here.

If you have further inquiries, please email

To download a 1-page summary of the competition, please click here.