Aurora University Team Wins GfK Next Generation Competition, Presents at ARF Great Mind Ceremony

Study focuses on opportunities for targeting key Hispanic consumer groups

NEW YORK--(BUSINESS WIRE)--A team of undergraduate marketing students from Aurora University has won GfK’s second Next Generation (NextGen) Competition. Members of the winning group presented their findings today at the Advertising Research Foundation (ARF) Great Mind Awards ceremony, which concluded its 2013 Re:think conference in New York City.

“Exploring Uncharted Territories: Addressing the Emerging Hispanic Market”

The Aurora University study, “Exploring Uncharted Territories: Addressing the Emerging Hispanic Market,” reveals opportunities for targeting key Hispanic audiences effectively. As part of their project, the students interviewed Hispanic business leaders in the Aurora, Illinois, region and conducted both qualitative and quantitative research among Hispanic consumers.

“We are pleased to honor such a thorough and ambitious study of a topic that is at the forefront of marketers’ concerns today – the Hispanic consumer,” said David Krajicek, CEO of GfK Consumer Experiences North America. “Nurturing the next generation of market researchers is a top priority for GfK, and should have the same urgency from every company in marketing and research.”

The winning Aurora team consisted of Camilla Alexander, Qoc’avib Revolorio, Robeska Sanchez, and Nick Sloan. They were advised by Dr. Brian Vander Schee, Associate Professor of Marketing at the university.

In addition to a trip to New York for two presenters and their advisor, GfK presented the team with a $1,000 prize. They also received Next Generation awards from Krajicek at the Great Mind ceremony.

About GfK

GfK is one of the world’s largest research companies, with more than 12,000 experts working to discover new insights into the way people live, think and shop, in over 100 markets, every day. GfK is constantly innovating and using the latest technologies and the smartest methodologies to give its clients the clearest understanding of the most important people in the world: their customers. In 2012, GfK’s sales amounted to EUR 1.51 billion.

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