NewYork, 01.10.2015

GfK, IIR Partner for Groundbreaking Study Defining the Future of Insights

Interviews with over 700 MR industry stakeholders point to dramatic shifts in priorities, roles

GfK and the Institute for International Research (IIR) have collaborated on a landmark study revealing where market research is headed in the next two years. The organizations have collected responses from over 700 industry players – both client-side researchers and MR agency partners – for a final report to be issued during IIR’s The Market Research Event (TMRE).

TMRE – the largest and most comprehensive conference in the world dedicated to increasing the business value of insights – will take place November 2nd through 4th in Orlando, FL.

The study results will be available at TMRE and downloadable after they are presented live by GfK’s David Krajicek (CEO, GfK Consumer Experiences North America). In addition, GfK and IIR will continue industry discussion around themes from the study throughout 2016.

“The Future of Insights 2015” will identify, both for today and tomorrow:

  • key challenges faced
  • knowledge and skill gaps of greatest concern
  • hallmarks of market research effectiveness
  • data collection methods of top importance
  • the impact of budget constraints

“Looking 5 or 10 years into the future of any business is almost science fiction,” said Krajicek. “By focusing on the next 24 months, we will help industry stakeholders take action to shape the future. We will help them decide which emerging techniques to emphasize, whom they should be hiring, and how they can ‘future-proof’ today’s research efforts. IIR’s industry watchers and thought leaders are ideal partners in this important initiative.”

“This study – concentrated on near-term opportunities – will provide a powerful new resource for research companies and client-side research teams looking to take next steps and place smart bets in a rapidly changing environment where speed is critical,” said Krista Vazquez, Managing Director of IIR’s Marketing & Business Strategy Division. “TMRE’s audience comprises the broadest swath of research industry stakeholders in the world, and GfK is the perfect partner to help us deliver on our commitment to inform and empower them. We look forward to putting the findings from this study into action,”

“This report will be powerful and unique because so many players from both sides of the industry have shared their views of the immediate future,” said Holly Heline Jarrell, Chief Client Services Officer of GfK Consumer Experiences North America. “The needs, wishes, and concerns that will guide the next two years in consumer insights will be clearly defined – a remarkable benefit for the marketplace as a whole.”

About GfK
GfK is one of the world’s leading research companies, with around 13,000 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 €1.51 billion.

To find out more, visit​/us or follow GfK on Twitter.

About The Institute for International Research (IIR)
IIR is among the world’s most recognized and trusted providers of conferences and expositions; seminars; training events; and specialized learning and networking experiences. By facilitating connections between companies, individuals and communities, IIR events drive innovation, inspire excellence and help businesses and professionals grow.

IIR produces The Market Research Event (TMRE) – the largest and most comprehensive conference in the world dedicated to increasing the business value of insights – taking place November 2-4 in Orlando, FL. 
For more information, visit the TMRE page​.

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