Working Paper Series

The GfK Verein Working Paper Series

GfK Verein is a non-profit think-tank for the advancement of market research and majority shareholder in GfK SE. Its mandate includes researching new methods and concepts for understanding markets, to enable companies to make better market decisions.

The GfK Verein Working Paper Series supports early sharing of new market research knowledge. Working papers reflect work-in-progress and are published to enable the rapid evolution of market research knowledge and stimulate the discussion among practitioners, market research institutes and academics.

If you have comments or feedback, please feel free to contact the corresponding author, whose address you find in the paper.

The most current version of the paper is always available on this web site.  Please cite GfK Verein Working Papers as:

Author name(s) (Year), Title, GfK Verein Working Paper Series, No. X / 20XX.

The Working Paper Series comprises papers by researchers of GfK Verein and cooperation partners. Working papers will typically be revised and enhanced through further research before they are published in a peer-reviewed format. Please refer to the GfK Marketing Intelligence Review for methods and concepts by GfK Verein and partners that have already undergone extensive academic peer review.

// Improving signal detection

Algorithmic and equipment-based procedures for emotion detection are often afflicted by measurement error / signal noise. In this paper, we analyze the signal-noiserelation of software for automated facial expression analysis used to measure emotional
response ...

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// Using logit on big data

Numerical optimization for logit models is often time consuming, at least for big data. In this paper several analytical approaches are combined to solve logit models in a practical context including (sign) restrictions and constraints.

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// Brand references modulate neural activity

Humans may differ remarkably in their preferences for objectively similar rewards. Brand preferences, for instance, largely account for differences in shopping behaviour. In the present functional MRI study, we explore whether subjective brand preferences can be measured on the neural level.

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// What Photos Reveal

Consumer Brand Relationships attract increasing interest. Consumers perceive brands like humans and interact with them also in online social networks. They post brand-related pictures to their profile pages. These pictures reflect their relationships with brands and represent a valuable source ...

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