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Advertising Effectiveness

I cannot imagine that there is a person who does not constantly have new needs.
Prof. Dr. Ludwig Erhard, Co-founder of the GfK Verein and former Chancellor

One of the GfK Vereinʼs most important jobs is developing and evaluating new market research methods. There are also a number of research projects in the area of advertising appeal.

For one, the GfK Verein – together with scientific cooperation partners – has developed the two market research instruments GfK EMO Scan and GfK EMO Sensor. Both tools have the purpose of gathering the emotions of consumers – while viewing advertisements, for example. Currently, the GfK Verein is exploring the possibility of using software to automatically detect the emotions of test subjects based on vocal cues .