General Online Research 2012

March 5-7 2012, Baden-Wuerttemberg Cooperative State University Mannheim


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Keynote 2: Social Media – relevance and challenge for market and opinion research · 07/Mar/2012: 9:30am-10:00am

Social Media – relevance and challenge for market and opinion research

Hartmut Scheffler

TNS Infratest, Germany

In the near future nearly all targets in Marketing and Leading Brands can only be reached with a digital marketing strategy – including Social Media as an outstanding aspect. This, however, will not replace traditional Market and Opinion Research, but offers new opportunities as well as new challenges concerning methods, ethics, data protection. The digital- / SM (r)evolution will push a Market- and Opinion Research following the logic “best out of two worlds”, which can be described quite concrete already.

Hartmut Scheffler was born in 1955. He graduated as "Diplom-Soziologe" (advanced degree in sociology) with main focus on social psychology and macroeconomics and is educated in planology and urbanism. The change from Bielefeld´s agency of urban planning to the former market and opinion research institute Emnid took place in 1980. In 1990 he accepted the appointment to General Manager of Emnid Institute, later called TNS Emnid. Since January 2004 Hartmut Scheffler is General Manager of TNS Infratest Holding GmbH & Co. KG. After the merger of TNS Emnid and NFO Infratest into the current TNS Infratest Holding GmbH & Co. KG Hartmut Scheffler is Member of the Board. Since August 2005 Hartmut Scheffler is Chairman of the Board of ADM (association of German market research institutes) and since April 2008 Member of the Advisory Board of Marktforschung.de. Moreover, Hartmut Scheffler is Member of the BVM (professional association of German opinion and market researchers), ESOMAR (European Society for Opinion and Marketing Research), Wissenschaftliche Gesellschaft für Marketing und Unternehmensführung e.V. (scientific association for marketing and corporate governance) and of G.E.M. (association of brand research).

Scheffler-Social Media – relevance and challenge-156.ppt
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