How Shopper Insights Lead to Smart Decisions – Guest Lecture by Franca Dettmar

Franca Dettmar studied Media Communication at the University of Würzburg, completing both her Bachelor’s and Master’s degrees there. Between her Bachelor’s and Master’s programmes, she gained her first experience in market research, specifically in advertising impact research at the publishing house Gruner + Jahr in Hamburg. After completing her Master’s degree, she joined Consumer Panel Services GfK, one of the largest international market research agencies, where she initially gained experience in data analysis within the Data Analytics & Insights team. She now advises manufacturing clients in the FMCG sector on issues relating to product, advertising and retail strategies. In her talk, she will analyse the opportunities and benefits of market research and provide students with insights into the work of a leading market research institute. What exactly is a panel? How does working with panel data work? What possibilities does this data offer me and how can a company use it profitably? Franca Dettmar will be visiting the ‘Advertising & Public Relations’ lecture on 18 June 2026 at the invitation of the Media and Business Communication Department.

This lecture is funded by study grants.