Partnership events

"Curse of promos – does it concern you?" This is how the department of Consumer Tracking approached their invitation to a breakfast sent to clients on the 29th of June 2011. The event regarded a deep insight into significance and success of promos and their impact on purchasing behaviour of consumers. The case study including new analyses and views of the effect of promos was presented by Marcus Jurman, GfK Austria.  His presentation focused on the questions concerning the impact of promos on loyalty of shoppers; comparison of success of promos with competitors; how to set the right price to bring optimum results to both producers and sellers. All these questions were part of the presentation for Advanced Business Solutions tools able to tackle and  resolve problems and help to fine-tune the effectiveness of promos.

On the 3rd of June 2011 GfK Czech and Incoma GfK celebrated with their colleagues the 20th anniversary of their activity in the market research. The significant event was combined with a team building session;   many disciplines were prepared for GfK and Incoma employees and everyone who likes fun and competition could make their pick. The most popular disciplines were fly and bungee running. The employees made a lot of effort in competing in teams, where victory and fighting spirit of the best team won an  award. The evening was designed as a free fun party with the DJ, beer and wine.

Not only had the aroma of a morning coffee attracted clients to the breakfast with Value for Money held on the premises of GfK Czech on the 19th of May 2011. The Value for Money method was developed in cooperation with our clients. Value for Money is a unique concept in research to help making decisions about price setting, communication, goals and targets.  It allows finding an opportunity to save and to invest, either.  It will answer your questions by how much you can increase the price;  how much you can save; on what to concentrate in your communication and sale;  what products or services of yours can be hold back in the context of optimizing.

On the occasion of the 90th  Velká jarní cena ("Spring Grand Prix”) of the Holding Rabbit CZ GfK Czech invited its client to spend a pleasant Sunday afternoon at the race course Chuchle. Velká jarní cena ("Spring Grand Prix”)  horse race  held on 15th of May 2011 is the top racing day in the spring racing season, the second classical race in the year and the first out of the points of the classical Triple Crown. Only best three-year-old horses run this top race, and also foreign horses can run it. GfK prepared for its clients not only the invitation to the race but also entertainment at the Derby club with the direct view of the  race course. Clients enjoyed a happy and interesting afternoon in the circle of their own family including kids  having a lot of fun using swings, playgrounds and riding ponies.

On the 3rd of May 2011 GfK Czech invited its clients for a morning coffee with Daphne. Daphne is the innovative tool of GfK used to measure success of advertising campaign with the main focus on assessing the efficiency of the money spent on the campaign. Daphne can answer your questions: whether you invested well or whether the media mix was a success. No need to wait until the media campaign has finished, the results about its impact and efficiency are available before its termination, actually, while the campaign is still running, delivered within 24 hours. GfK Daphne allows you taking the steps  that will outrun competition

On the occasion of the 20th anniversary of GfK Czech GfK on the  26th of April 2011 held a party for its clients at the restaurant  Bilkova 13. Brilliant food  with a wide range of delicious meals and a good choice of drinks was  offered to the invited clients. The event also hosted an exhibition of photos by famous photographer Pepa Středa, and an auction of some photos for charity. The proceeds of the sold photos were donated to the Our Child Foundation.  And to make the event more special our guests listened to a swing band playing tunes from the 30s in the evening.

On 31st of March 2011 GfK Czech held a breakfast for its clients with the Eye camera. During the rich breakfast our clients were presented a new technique used by the Qualitative services department in GfK Czech. Clients could personally check out the novelties available to qualitative research.

Our professionals from the Eye Tracking department presented two new systems marketed by Tobii, i.e., remote eye camera and Tobii glasses.

An innovation represent infrared markers (signs) designed to work with Tobii Glasses. They can do the thing until now impossible with in-store research – deliver visual outputs of eye attention in the form of heatmaps, inversion maps and eye and gaze trajectories.

The mosaic of our research techniques includes observation  (observation of a respondent) used to track and record – besides the stimuli materials – also the face of a tested person; the pictures are then put together (PIP – picture in picture) and the analysis of results comes up with mimic, gestures and body posture. The program also allows mouse tracking, which in web-tests is another indicator to show how comprehensible and intuitive the pages are.

More than 150 representatives of producers and distributors of fresh food discussed on 23rd of March 2011 at the conference Retail in Detail/Fresh Food 2011 . Already the opening presentations of analysts clearly indicated that  the standard cliché  about extreme price sensitivity of Czech consumers and their lack of loyalty towards domestic food products differs from reality. The research study conducted by GfK and presented by Ondřej Tomas, confirmed that quality, good reputation and origin of  products are the key drivers of customer purchase decisions.

The conference focused on successful businesses operating in our retail market  based on the perfectly managed details. It is not without reason that we say  "retail is detail".

"Retail in Detail" conferences are aiming to contribute to the development in retail know-how. It is about a series of specialist conferences held once or twice per year and  every time devoted  to  some of business enterprise.

These conferences follow up all the positive experience resulting from our annual Retail Summit, Czech HORECA Summit and Marketing Management congresses organized together with INCOMA Consult. In contrast to these big social events  our specialist  Retail in Detail conferences are designed as a "chamber"  meeting of top professionals where the participants besides the scientific agenda find enough room for discussion and networking.

GfK invited its clients to the theatre club Reduta to see "Miss Laura´s Dowry or auntie will be pleased” on 24th of February 2011. French comedy from the 30s of the last century in a bourgeois  milieu full of verbal humour and lots of creative comical situations was generally very well received. When you pretend you are someone, you are not and actually don´t even want to be, you will typically end up facing a real problem. The story of a little successful painter who on advice of his mistress wants to impress the parents of a rich bride.  A charming comedy shows we just should not lie.  After the theatre a reception was held for our client and pleasant music in the form of a jazz band
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On 16th of February 2011 GfK introduced a unique methodology and technology -  NeuroMarketing. Clients had a rare chance to check out the measurement of  brain waves "inside their own mind”.

GfK NeuroMarketing  measures the intensity of emotions and attention based on  neuroscience methods and allows identifying what causes interest or appeal. Measuring brain waves completes the overall picture of consumer behaviour and way of their decision-making.

For decades it has been possible to assess and interpret  the combination of an objective behaviour and subjective evaluation of the tested person. The objective behaviour by the eye camera, observation or tracking the mimic and body language. The subjective view by focus groups or in-depths discussions.

Now, GfK NeuroMarketing adds the missing part into a mosaic of knowledge about how the consumer makes their decision. It helps us measure not only the intensity of emotions but also that of attention the respondent pays after exposed to a stimulus.

Ondřej Herink, qualitative services manager in GfK Czech  believes this new method is very promising, and his team has been trained to use neuroscience for marketing purposes. "Finding the specific impulse responsible for that you like an actual thing or that it catches your attention in the series of many sets of stimuli (e.g., a weekend shopping)  is very difficult, and often downright impossible. Measuring the brain activity gives the answers we have missed up to now. GfK NeuroMarketing in combination with eye-tracking brilliantly depicts a really full, comprehensive picture of what happens in the mind of the person at the moment of being in contact with a stimulus."

GfK NeuroMarketing offers a deep understanding of the emotional and cognitive engagement of the consumer in processing marketing stimuli by using the least bothering tool available today. The brain waves are scanned with a wireless device -  "headband", in contrast to medical sensors it does not need to use any gel or any other additional products, which considerably contributes to setting as natural conditions for our research  as possible, and so to the max validity of the produced outputs.

GfK NeuroMarketing brings a breakthrough look at how to make and optimize an advertising message, packaging, media content, online campaign, layout at the regular or virtual shop, or, how to set the parameters for the consumer´s experience positively reflected the intentions of a marketing campaign.

By including  GfK NeuroMarketing in our portfolio of research methods and techniques it is possible to get a rounded view of the decision-making process of consumers in the Czech Republic for the first time.  In combination with the use of our eye camera, expert observation, tracking  of mimic and body language, recording of in-depths discussions and data about the real shopping behaviour GfK Czech as the first research agency in the Czech market can provide  full-service solution to getting to know your customer.

GfK Czech organized on 2nd of October 2010 a friendly socializing event on the occasion of the INTERNATIONAL LONG-DISTANCE HORSE RIDING RACE held in Most, Dostihový klub, Hipodrom.

The long-distance race offered 10 competitions in various long-distance categories, and more than 100 competitors from many European countries including Sibylle Markert-Bauemer (Germany), Maria Hagman-Eriksson (Sweden), Angela Jonkman (Holland), Jessica Holmberg (Sweden).

On this occasion our clients could meet interesting personalities such as Alexandr Vondra, Jiří Šulc, Antonín Terber, regional governors/presidents but also representatives of important companies and societies.

Our clients could visit the very impressive stables of thoroughbreds and ride race horses or communicate directly with the riders.

The day prepared for our clients was really special, full of experiences, hoofbeats, adrenalin and finally ended with a lavish reception after the end of the race.

GfK Czech organized a theatre performance for clients titled " 1+1=3" on 14th of September 2010 . Our clients could enjoy a very successful comedy written by one of the best-known British playwright Ray Cooney in the theatre club Reduta. The hero of this English comedy is a London taxi driver John with two wives and a very tight schedule to keep. All is well but an accident disrupted his busy schedule which resulted in a lot of trouble and hilarious situations.

After the performance packed with humour the clients were treated with a lavish reception and live jazz music in Reduta.

Prague, 29 April 2010 – GfK Czech, the Czech Publishers Association and the McCann-Erickson agency teamed up to host an international workshop with media market research specialists, newspaper and magazine publishers and media agency representatives. more ››

Media research professionals from all over the world met at a closed summit in Prague on 28-30 April 2010. The main topics of discussion were the opportunities and threats inevitably produced by the dramatic changes on the media market, the new media research possibilities and tools for identifying these opportunities and threats in a timely fashion and finding appropriate recommendations for dealing with these.

Various centres of influence devoted in-depth attention to the situations in individual media, and new approaches and methods for measuring the media market were outlined. Participants devoted a great deal of attention to new media such as reading devices, the possibilities of online research and measuring across the spectrum of media.

At the conclusion of the summit members of the GfK Media Board participated in a discussion on the main trends and future of the media market and presented their visions.

On 9th September 2009, the companies GfK Czech and INCOMA GfK organised a social gathering for their clients to mark the occasion of the company’s relocation to their new premises in the complex KAVČÍ HORY OFFICE PARK in Prague 4 – Pankrác, where the company has had its seat since the beginning of summer.  more ››