Interview with Anna-Lena Kemper and Otto Hellwig, DGOF Right up close to digital innovations

Just recently, the GOR Best Practice Award was celebrated, and at succeet22, the winners from aimpower and Henkel will be presenting their award-winning study – in a DGOF session. And our cooperation partner has even more in store: look forward to the first WeLoveResearch plus in Munich, the new joint networking event of DGOF and moweb, on the evening before the trade show. Find out more here: in the interview with Anna-Lena Kemper from the DGOF office and DGOF Board Chairman Otto Hellwig.

succeet: Soon succeet22 will open its doors. We are pleased that DGOF is on board as a cooperation partner. In the past, DGOF was a frequent guest. What is it you will be contributing to the event this year?

Anna-Lena Kemper: We will be there with our office staff and bring a new format with us. In a separate presentation slot on succeet22 Friday, October 21 from 2:20 p.m. to 2:50 p.m., the winners of our GOR Best Practice Award 2022 will present their award-winning study: Dirk Held (aimpower) and Vera Wagner (Henkel) received the popular Best Practice trophy for their project "Leverage the Virtual Consumer - How an Online Augmented Intelligence Solution Supports Henkel Sales Teams to Climb up the Effectiveness Ladder" at GOR 22 in Berlin in September. By giving Mr. Held and Ms. Wagner the chance to present their project at succeet22, we support the increase of publicity for the GOR in general and the attractiveness of the award in particular.

Register for the session with the winners of GOR Best Practice Award 2022, aimpower and Henkel, on 21 October 

Otto Hellwig: I will also be at succeet22 and am looking forward to the lively exchange with the industry. As in the years before the pandemic, this will begin on the day before the trade show with a new Research Plus event. In a joint event with WeLoveResearch, which was developed by Herbert Höckel, moweb, during the pandemic, the event on the eve of the trade show will be much bigger and more exciting and is now an official part of the trade show program. I don't want to reveal more at this point.

Sign up for the WeLoveResearch plus – networking event of DGOF and moweb, on the evening before the trade show (19 October 2022) in Munich

 

succeet: The pandemic has not only strengthened digital offerings in consumption or communication, market research has also become more digital once again. Can the DGOF, as an association for online research, benefit from this?

Otto Hellwig: You have to differentiate here. Financially, the DGOF also had to struggle with the pandemic. We live from membership fees, sponsors and income from events. For two years, we were only able to offer our events to a limited extent, and economic difficulties in the industry are also directly reflected in our budget. In terms of content, a further shift to digital methods in market research strengthens our status as an association. That's where our expertise lies. Our goal is to be a leader in the dynamic, innovative field of digital research as a stakeholder and first point of contact. It helps that we have been a kind of bridge between academic and commercial research from the very beginning. For example, when it comes to digital innovations developed in academia. We are simply closer to that than other associations.

Anna-Lena Kemper: And you can see that in our new members. In recent years, digital start-ups have increasingly chosen to join the DGOF for the first time. Often they already know us and our work from their university days

 

succeet: What do start-ups and other companies expect from membership in the DGOF?

Anna-Lena Kemper: First of all, membership entails a commitment to the rules of good market research. The start-ups want to signal to the outside world that their often disruptive ideas and methods are in line with the traditional procedures of our industry. We also check this in advance, and there are candidates who do not pass this litmus test because, for example, they do not clearly separate research from non-research activities.

Otto Hellwig: But of course, the DGOF is much more than a commitment. Through our events and other formats, we contribute to the promotion and establishment of innovative methods, also in exchange with the industry, other associations and politics. In doing so, we support the interests of our members, for the dissemination of knowledge, for exchange and discussion, and for the establishment and implementation of scientific standards.

Anna-Lena Kemper: We promote the acceptance of new methods in research and are always on the lookout for new developments, and we then play these developments back into the industry. Be it through our podcast Research GARAGE, various publications, workshops or our events GOR and Research plus. The DGOF is a community and catalyst, so to speak.

 

succeet: Perhaps you could tell us a little about what visitors to the joint Research plus and WeLoveResearch can expect on the eve of succeet22?

Otto Hellwig: We don't know exactly yet either. We have a concept and are curious to see how it develops on the evening. Research plus is a networking event with short presentations on innovative methods or studies to get you started, and WeLoveResearch sees itself as an industry party with a lot of dance floor but also a lot of networking. The joint event will be a combination of these ingredients. Input through an exciting impulse lecture, many good conversations over one or the other drink and also contemplation on the dance floor.

Anna-Lena Kemper: The keynote speech for the evening is already set: Kathrin Jander from Facts & Stories will take us into the power of stories in market research.

Sign up for the WeLoveResearch plus – networking event of DGOF and moweb, on the evening before the trade show (19 October 2022) in Munich

 
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