Speakers of TMRE 2009: Erik Andersen, GfK Custom Research North America
In the weeks leading up to The Market Research Event 2009, we're going to be hearing from the speakers of The Market Research Event. This week we have Erik Andersen, Senior Vice President, GfK Customer Loyalty, who will be presenting "Determining Customer Loyalty Action Priorities In Small-Sample B2B Studies," in the Business To Business Research Track on Tuesday, October 20, 2009. To learn more about The Market Research Event, download the brochure here!
1. Tell us about a project you are working on or recently completed that you are proud of?
Erik: Over the past couple of years, I have been working with a client on designing and overseeing their global customer satisfaction protocol. This has enabled me to work with a wide variety of people and cultures around the world. Our work together provided access to some very senior-level decision-makers as they continually seek to improve their organizational performance and increase the level of customer satisfaction in the many major markets where they have a significant presence. It has been fast-paced and intellectually challenging.
2. Think ahead 5 years, what major changes for MR/Consumer Insights do you see?
Erik: I believe that technology will continue to evolve the way that market researchers gain insights and understanding from consumers and businesses about their purchase behaviors and their shopping, purchasing, and service needs and expectations. We are already seeing some interesting applications in behavior-tracking and emotional response sensing. I can't wait to see what the future will bring.
3. What inspired you to get in the field? What keeps you motivated?
Erik: I always thought that market research was a valuable service in the sense that it provided a vehicle to connect consumers and business who have product and service needs with the commercial entities which have the resources to satisfy those needs. The whole idea of building a better mouse trap intrigues me. What keeps me motivated is that there seems to be a never-ending desire for a better mouse trap!