Nuremberg, 14.09.2017

GfK researcher Alexandra Chirilov wins ESOMAR award for VR approach

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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About GfK

GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers’ experiences and choices. 

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