The Georgetown Institute for Consumer Research (GICR) at the McDonough School of Business recently announced the winners of its first Consumer Insights Challenge, a research initiative that invites investigators to propose short, survey-based studies to compete for the opportunity to collect data for free from the NPD Group.
Of the 33 projects submitted, judges from the GICR staff chose six as winners along the criteria of appropriateness of project for the sampling size, timeliness, feasibility, and likely impact if successful.
The award recipients included:
• The Need to Feel Better, Charlene Chen (Columbia) and Michael Pham (Columbia)
• I’m Proud So Don’t Let Me Down, Jamie Hyoso (PSU), Karen Winterich (PSU), and Meg Meloy (PSU)
• Preferential Checklists, Eric Johnson (Columbia) and Melissa Knoll (Consumer Finance Protection Bureau)
• Shopping the Closest or Recalling Recent Use? Jihye Jung (Rice), Nivriti Chowdry (Rice), and Utpal Dholakia (Rice)
• Shopping Attitudes and Financial Decisions, Leonard Lee (Columbia), Utpal Dholakta (Rice), and Leona Tam (Wollongong)
• Giver-Recipient Discrepancies and Gift Card Non-Redemption, Mary Steffel (Cincinnati), Elanor Williams (UC San Diego), and Robyn LeBoeuf (Florida)
Each winning team will receive up to 500 responses to a 10-minute survey-based study from a nationally representative sample provided by the NPD Group and the Georgetown Institute for Consumer Research, as well as support from the GICR team prior to data collection. The challenge was powered by the NPD Group, and KPMG provides overall sponsorship for GICR.