GfK has won this year's ESOMAR Corporate Young Professional Award. Alexandra Chirilov, senior marketing scientist at GfK was selected for her presentation ”Virtual Reality meets traditional research. Or the reality behind virtual reality enhanced interviews”. The award was presented at the ESOMAR Congress in Amsterdam.
In her presentation, Alexandra Chirilov showcased the results of a recent automotive study conducted by GfK in which the application possibilities as well as the significance of Virtual Reality (VR) in market research were tested. Both a virtual reality approach and a traditional method were used to interview 250 test people without prior experience of VR glasses.
Market researchers younger than 35 years, who work for an ESOMAR Corporate member like GfK, can apply for the ESOMAR Corporate Young Professional Award. From the submissions five finalists are selected to present their research at the congress. The final winners are decided by a vote from the audience together with a score from the jury.
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