Aurora University students win national market research competition

Next Generation Market Research Competition

L to R: Robeska Sanchez, Camilla Alexander, Dr. Brian Vander Schee, Qoc'Avib Revolorio and Nick Sloan

A team of four Aurora University marketing students won GfK’s second annual Next Generation Market Research Competition, a contest designed to give undergraduate student researchers a chance to test their marketing knowledge by creating a research project that addresses a critical issue weighing on marketers’ minds. The winning AU team included junior Camilla Alexander and seniors Qoc’avib Revolorio, Robeska Sanchez and Nick Sloan. They were advised by Dr. Brian Vander Schee, Associate Professor of Marketing.

The study, “Exploring Uncharted Territories: Addressing the Emerging Hispanic Market,” studied media and messages directed at the Hispanic audience. As part of the project, the students interviewed local Hispanic business leaders and conducted research among Hispanic consumers. The group presented their findings on Wednesday, March 20, 2013 at the Advertising Research Foundation (ARF) Great Mind Awards ceremony in New York City.

“I am so proud of the students,” said Vander Schee. “The magnitude of the research in terms of time and effort was significant. The fact that their academic achievement was recognized by winning a national competition was just outstanding.”

Significant findings from the study include that acculturated Hispanics are more likely to spend time online and prefer promotional messages in English, while unacculturated Hispanics are more likely to spend time watching television and prefer Spanish language promotional messaging.

“This award meant a lot to me,” said Sloan. “Our team put in long hours and hard work to submit a quality project and to see it pay off is very rewarding. We were able to get great insight on how different cultures are marketed toward today which will benefit us in our future careers.”

In addition to a trip to New York, GfK presented the team with Next Generation awards and a $1,000 prize.