NewYork, 15.05.2018

Study of young consumers and 3rd-wave coffee shops wins GfK’s NextGen Competition

Undergraduate team from Roosevelt University took mixed-method approach

How can privately owned coffee shops that focus on higher-priced, hand-crafted brews win loyalty from today’s teens and young adults?

Undergraduate researchers from Roosevelt University focused on this complex marketing question in a project that has won GfK’s seventh Next Generation (“NextGen”) Competition. The team of Matthew Spahr and Bennet Lanzerotti combined observational, qualitative, and survey research in a study – titled “Helping Artisanal Coffee Shops Connect to the Now Generation” – that offered several key recommendations for boutique coffee shops.

In addition, GfK has awarded Silver and Bronze prizes to two other highly praised finalist projects:

  • Silver: University of Puerto Rico – “The Now Generation in a Catastrophe and with Limited Digital Access”
  • Bronze: Loyola University, Chicago – “The Swipe-and-Mortar Shopping Journey”

The Roosevelt University team travelled to New York City for a two-day immersion in market research and data analytics at GfK’s offices. They presented their findings, met with some of the Client Mentors who evaluated this year’s reports, and received a $1,000 cash prize.

The NextGen Competition offers undergraduate students hands-on experience with research and data as tools for solving real-world marketing problems. As mobile devices, data analytics and integration, and other forces have transformed market research, the competition has adapted to incorporate these innovations.

Past winners of the competition include teams from Aurora University, Chatham University, Loyola University (Chicago), and Purdue University (Calumet). 

Bennet Lanzerotti and Matthew Spahr of Roosevelt University

Latest Press Releases

  • 22.09.2020
    78% of US consumers expect brands to take environmentally responsible actions

    GfK Consumer Life study shows that COVID-19 has not diminished consumers’ passion for “green” causes

    Read more
  • 09.09.2020
    MRI-Simmons COVID-19 study reveals key attitudes that influence American behavior

    ‘Bounce-Back’ and ‘Live & Learn’ segments driving back-to-school and return-to-business choices

    Read more
  • 03.09.2020
    US parents are investing heavily in Internet services, electronics to prepare their children for ...

    From computers to snacks, families have been spending on at-home schooling needs – and they plan to buy more

    Read more
  • 12.08.2020
    GfK, Dstillery launch 79 top-quality segments for targeting automotive brand loyalists, defectors ...

    Based on daily refreshed research, models also enable high-accuracy targeting of used-car intenders

    Read more
View all Press