What consumers really want - ISM market research input by the Kantar Group

The better a brand knows the needs of its target group, the more specifically it can address them. Therefore, insights from online market research and the evaluation of data play an important role in the development of marketing strategies. But how does the online survey business work in practice, and how does Kantar go about conducting online surveys? From panel management and recruiting to quality assurance of online surveys - Julian Bindernagel presented versatile applications from his daily business to the students.

Master student Antonia Tomas especially liked the practical insights provided by the guest speaker: "Panel surveys are mentioned quite frequently in our everyday lives and in the media, so it was super-interesting to learn about Kantar's proceedings and reasoning in doing their online panel business." Fellow student Laura Rainer was also impressed by this form of hands-on teaching at ISM. She particularly liked the combination of theoretical knowledge with concrete application possibilities: "I love to see how the theories discussed in my studies are applied in real-world enterprises. Julian Bindernagel found a very pleasant, intuitive way of explaining data-based technical approaches in online panels."

Would you like to deepen your marketing knowledge any further? Then check out our M.A. programs Strategic Marketing Management and Digital Marketing.