Projects Overview

The Value of Strategic Foresight

What value can strategic foresight create? And what is the difference between an organization that uses foresight effectively and one that …

Debiasing Decision-Making in Marketing Management

Cognitive biases can have significant consequences for companies – from poor decision-making to negative impacts on corporate culture and...

Consumer Perception of Brand Purpose and the Effect on Brand Success

While many brands claim a “purpose beyond profit”, it remains unclear which brands consumers perceive to be purpose-driven

There's Fair and there's Fair – Interaction Between Humans and Machines

Nowadays, offers like price qoutes or settlement offers are quite often made by an algorithm rather than a human. But do humans perceive ...

Do Anthropomorphic Chatbots Influence our Financial Decision-Making?

Chatbots are supposed to help consumers and give decision support. Their design and behavior becomes more and more human-like.

Trust: How Does Eye Contact Influence the Relationship Between Humans and Robots in Purchase Decisions?

The impact of robo-advisors' anthropomorphism and attention cues on consumer trust and investment decisions.

Do Consumers Think too Linearly?

Product labels influence purchase decisions and can even steer behavior in a certain direction. Wrongly designed, it doesn't contain the ...

Trend Radar

By using new insights and algorithms in natural language processing and machine learning, we will summarize trends from over 100 selected

Causality in Business-Analytics and Mental Models

The question of whether a correlation identified in data is spurious or based on a causal relationship – and if so, in which direction ­– is...

Quantum Probability and Decisions

As part of our evaluation research, we test quantum probability using a benchmark data set to predict decisions.

Artificial Voices in Human Choices

The aim of our research project is to analyze the influence of the tone of artificial voices on consumer decisions.

What the Voice Reveals: Emotions and Sharing of Experiences

Emotional arousal has been linked to the motivation to socially share information with others and can reliably be detected in the voice.

Gaining Marketing Knowledge from Social Media Images

The lavish party with friends, the holiday on the beach, the newly acquired smartphone – all of this is captured on camera and shared via...

Automatic Image Analysis in Social Media

In social media, photos are at least as important as text. On Facebook alone, members upload an average of 350 million images every day....

Mobile Detection of Visual Brand Touchpoints

To enable recording of visual brand contacts across media boundaries, René Schallner and Dr. Carolin Kaiser are developing ...

Voice Analytics

Working together with engineers at the University of Augsburg and start-up firm audEERING, the GfK Verein has developed an instrument that detects emotions using the voice.

Confusion in Decision-Making

What is the impact of confusion on performance and quality in decision-making?

Virtual Reality as Shopping Environment

Virtual reality enables a high degree of experimental control over product representations and shelf design. Augmented reality opens up new ways of supporting purchasing decisions. We are investigating these possibilities in a collaborative project with the Karlsruhe Institute of Technology.

Real-Time Emotion Measurement in Consumption Decisions

Emotions play a decisive role in almost all areas of the customer journey. But what is the best way to measure emotions?

Facial Coding and Emotion Detection

Emotions can be captured simply from facial expressions, without distortion from subsequent questioning or distracting wiring.