David Krajicek (GfK Custom Research North America)
The Future of Market Research & UX Research
Good design and usability principles have been, for many years, important considerations for companies in certain categories (e.g., automotive, electronics, etc.). However, a confluence of trends in the broader consumer market has created a new usability imperative. This imperative—consumers broadly demanding intuitiveness and ease of use in all of their interactions with a company— is fueled by a number of factors, including the increased emphasis on self-directed customer service, the use of the Internet to shop and buy, and the rise of powerful all-in-one electronic devices.
David’s presentation will focus on the contours of this usability imperative, including how the quality of experiences impact consumer loyalty to a brand. As part of this discussion, David will also review a User Experience Measurement Framework (UXM) developed by GfK to understand the quality of user experience across multiple touch points and to guide specific improvements in the experience to maximize consumer loyalty.
KEYNOTE: David Krajicek (GfK): The Future of Market Research & UX Research from UXAlliance on Vimeo.
More About David
The GfK Group, established in 1934 as Gesellschaft für Konsumforschung (Society for Consumer Research) is Germany’s largest market research institute, and the fourth largest market research organisation in the world. A seasoned marketing consultant and executive, David is currently Co-President of GfK Custom Research North America, part of the GfK Group. He is responsible for managing all of GfK’s client consulting groups, a diverse set of sector experts and research industry thought leaders that provide research and consulting services to a wide a variety of companies.
With over 20 years in the marketing and research industry, David has had a wide array of experiences. Joining GfK in 1995, David most recently held the position of Managing Director of North America’s Business & Technology Sector – where he and his team provided research consulting services to clients in the technology, telecommunications and business-to-business sectors. Prior to taking on this, David served as Executive Vice President in North America’s Brand & Communications Practice. In this capacity, David and his team of consultants focused on issues of brand health measurement and management, marketing communication effectiveness and positioning and messaging optimization for a wide variety of clients.
Prior to joining GfK, David served as a Senior Consultant for the North Bay Group as well as working for Southern California Edison – a large investor-owned electric utility in California. David has also taught Statistics and Cognitive Psychology at Pomona College in Claremont, California.
David holds a B.A. from the University of California, San Diego and an M.A. and Ph.D. from the Claremont Graduate University.
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