Some of the most perplexing questions in marketing are indeed some of the most intellectually interesting ones. There’s so many ways to approach a research question. Which is the right approach? Is my model the best-suited? What about the data in my model? As the leader for automotive in southwest Europe at GfK, it is my job to accompany clients on the intellectual journey of understanding the market. In my opinion, our jobs got easier with the recent introduction of “sales out....

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