On 10.11.2021, the second Praxisdialog in the winter semester 2021/22 took place in presence at the JKU Linz. The Institute for Retailing, Sales and Marketing was once again able to win a renowned practitioner as speaker for the course. DI Peter Bruckmüller (managing director and founder of Spectra Meinungsforschungs ges.m.b.H) gave the visitors an insight into market and opinion research. Above all, current events in political opinion research were presented and discussed.

Market research - quo vadis? How has market research changed and developed over the years? While market research used to be conducted mainly face-to-face and in analogue form, today it benefits from digitalisation. It takes place online, digitally and quickly. But how will it look in the future? One possibility is that market research will be completely automated, with the help of artificial intelligence and in real time.

We would like to thank Peter Bruckmüller for the exciting lecture, the lively discussion and Kuyo for the excellent catering.