Market Research in the Automotive Industry: Guest lecture at the University of Duisburg
From the research question to the result
It’s been a while since I studied and worked at the university, and a lot has happened in the meantime. However, I still have fond memories of my time as a student and also of working with the students at the automotive department. So I’m all the more pleased to be back at the university. On May 16, I will be giving a lecture on the topic of “Market Research in the Automotive Industry”. I will be a guest in the lecture “Marketing & Market Research” at the Chair of ABWL & Mobility of Professor Enkel at the University of Duisburg. In the lecture I will encounter students, mostly industrial engineers, with a focus on automotive and I am looking forward to the exchange.
With the help of study content, I would like to teach students how to get from a research question to its result. The students will learn how to involve customers in the development process in their future jobs. For this purpose, I also show excerpts from a study that we conducted together with ASAHI Kasei. In November 2021, we conducted the third Asahi Kasei Automotive Interior Survey and asked 1,000 drivers in Germany, China, the USA and Japan about their preferences for future vehicle interiors. Exciting results emerged that are sure to interest students as well.
And this is what my approach will be: I will present the process and implementation of market research studies, explain methods and analysis techniques specifically in the automotive industry, and provide insights into best practice cases. Finally, we will do an interactive exercise, where students can participate creatively and we will get valuable input, as they currently are dealing intensively with topics in the automotive industry.
I’m looking forward to many exciting insights, which I’ll be happy to share on this channel after my talk.
Director Automotive & Mobility