College of Business marketing students Joseph Crisan, Reem Aljar, I-Chun Lee, and Weizhi Chen (pictured left to right) and their faculty advisor Professor Haisu Zhang recently won GfK’s (http://www.gfk.com/us/Pages/default.aspx) third Next Generation Competition (“NextGen”) for marketing research. The team received its award and shared highlights of its findings with more than 1,500 attendees at the Advertising Research Foundation (ARF) Great Mind Awards ceremony in New York City on Wednesday. In addition to a trip to New York GfK presented the team with a $1,000 prize.
Their project entitled “Crowdfunding and Crowdsourcing as a Dual Process: How Social Media Impacts New Movie Development” used a four-pronged research approach to find more effective ways of targeting potential backers of independent movies through crowdfunding and crowdsourcing websites and similar platforms. The team studied independent movie projects on Kickstarter.com and collected online survey responses using two samples.
“The Purdue University study showed sophistication and out-of-the-box thinking in both design and execution,” said David Krajicek, CEO of GfK Consumer Experiences North America. “We are pleased to celebrate innovators of any age, and to help students see the connections between sound business decisions and high quality research. As each generation reinvents market research to meet its needs, the NextGen Competition offers undergraduates a grounding in the fundamentals of research, as well as a platform for experimentation and breakthrough thinking.”
We could not be more proud of these students! Please join us in congratulating them and Prof. Zhang on this tremendous success.