Audi: New lab for market research established

Audi established a new lab for market research together with the University of St. Gallen, Switzerland. I am very keen on the output! Sounds very interesting.

In cooperation with the University of St. Gallen, AUDI AG will establish a leading research centre that will focus on the even closer integration of customer requirements in terms of automotive development and marketing processes. The cooperation agreement for the “Audi Lab for Market Research” was signed today in Ingolstadt by Ralph Weyler, Board Member for Marketing and Sales at AUDI AG, and Prof. Dr. Ernst Mohr, President of the University of St. Gallen, with a view to achieving these aims.

“As cooperation partners, the University of St. Gallen and Audi are two entities that are undisputed premium brands in their respective fields. This cooperation will not only yield important and new market research findings for both sides, it will also boost both partners’ images,” commented Weyler. Mohr added, “We are looking forward enormously to our partnership with AUDI AG, as it represents a huge advance in the transfer of knowledge between science and industry with respect to automotive marketing.”

For example, Audi intends to use the findings obtained during the project to open up new international markets and fulfil ist potential in existing markets. After all, customers are not the same everywhere and buyer preferences can differ significantly. The aim of the Ingolstadt brand is to find out about the market-specific and individual demands of its customers in greater depth to enable it to serve its customer base even more effectively.

The market research lab is located at the University of St. Gallen in Switzerland. It will be headed by the leading German-speaking academic in the field of marketing and market research, Prof. Dr. Andreas Herrmann. He will be working with a core team of six scientists on the development of innovative market research methods and the early identification of new research fields in this area. The agreement will initially run until 2008. Audi is funding two assistant posts and is contributing to the necessary infrastructure.

Related news: GermanCarBlog, P4MR, Audi

Source: AudiWorld

Audi: New lab for market research established

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