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30 Questions and Answers by
| Rachelle is a job search expert, career coach, and headhunter
who helps everyone from students to fortune executives find success in their career.

Question 1 of 30

What does the term 'people-powered data' mean to you?

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GFK Mode Interview Questions

  1. 1.

    What does the term 'people-powered data' mean to you?

      The interviewer would like to know if you have insight when it comes to the importance of data that comes from research and survey data from the public. Discuss what you know about data powered by people, and why you believe it is a critical approach for any business.

      Rachelle's Answer

      "The term 'people-powered data' to me, means taking the data that the public or your customers tell you, and then turning it into actionable programs and change. It's one thing for a business to collect information, but it another idea for a company to take that data and use it as a driver for change."

      Rachelle's Answer

      "People-powered data comes from the idea that a company looks at what their customers, and the public, are saying to help shape and form their products, services, and other offerings."

  2. 2.

    Reporting and analytics are crucial for GfK to monitor and gauge results and demonstrate ROI to clients. Give an example of a report you've created for a client. How did the data from it help you plan the next steps of their campaign?

      Here, the interviewer wants to make sure that you understand the importance of measuring and delivering results to clients who need a return on their investment, and that at some point, you've been responsible for monitoring and reporting on activities and outcomes. They also want to see if you are an analytical thinker, how you react to data, and what kind of data you're most familiar with.

      You can answer by providing an example of a report you've created to track and show marketing activities, and key results. You may choose to tell them about reporting on a campaign that was successful or not and explain adjustments you made for increased success.

      Rachelle's Answer

      "One of my client's goals was to increase the number of purchases completed through their website. They had no clear direction on how to do it. I added a sophisticated analytics tool to the back end of their website to see where traffic on their website was originating from, and to analyze the behavior of customers from the different sources. After compiling the data for a set time, I put it into a simple format to allow my client to see two metrics: Traffic Sources and Completed Sales. This report helped us to realize that most visitors that made purchases came from one social media site, so we decided to increase the budget for paid advertising there to reach more potential customers."

      Rachelle's Answer

      "I'm usually working with a number of clients who are on similar programs at the same time. The repetition in these programs allows me to suggest the most useful KPIs that they'll want to see every week. For these clients, I find it efficient to pull high-level reports from our system that include website and blog traffic, click-thru rates, and other data to compare week-over-week results. We have quick calls with them to review every Friday and dig further into the data, what's caused fluctuations of any activity and if needed, adjust our course of action."

  3. 3.

    Tell me about your statistical expertise when it comes to customer surveys.

      Walk the interviewer through any exposure you have to customer surveys and breaking down the data and statistics that come from those surveys. You can discuss any studies you have led or been a part of. There are a few ways to analyze statistics, so be sure to discuss your approach.

      Rachelle's Answer

      "My exposure to statistics and customer surveys comes from my previous role where I would collect and organize the data for our statistical team. Although I do not have experience taking deep dives into the data, I do fully understand how to take real-time feedback for product and service improvement initiatives."

      Rachelle's Answer

      "I have a bachelor's degree in mathematics, so I look forward to taking my formal education and applying it to the data collected in the customer surveys led by GfK. The bulk of my experience at this point comes from multiple case studies I took part in while attending university."

  4. 4.

    Explain Enterprise Feedback Management (EFM) and Customer Experience Management (CXM).

      EFM and CXM are terms often used in the relationship management and management consultancy industries. Show the interviewer that you are familiar with these terms by breaking them down briefly. If you have exposure to a particular type of EFM or CXM software or tool, be sure to mention that experience. If GfK suggests a specific resource in their job posting, do some research to familiarize yourself.

      Rachelle's Answer

      "Enterprise Feedback Management gives a company the ability to collect and manage customer feedback, then use those results in various ways. This tool gives companies the ability to be actionable as it relates to customer experience. Customer Experience Management lets a company oversee every customer interaction, allowing for fast improvements and exceptional service. I see in your job posting that you are asking for experience in Verint and Wootric. I have around three years of experience with each and consider myself an advanced user. I look forward to using these critical tools at GfK."

      Rachelle's Answer

      "EFM tools allow a company to increase its efficiency by collecting and evaluating customer data and feedback. A CXM will take that data and provide real-time insight related to every customer interaction. When a company has deep insights, they can better service their clients, earn more revenue, and gain a larger customer base. The software and tools which I am most experienced include Medallia and ForeSee. I was pleased to see that you use these tools at GfK as well."

  5. 5.

    In your opinion, is data a true asset for a business. Why or why not?

      Many companies still struggle with the idea that their data is a real asset when it comes to their business. The interviewer would like to know that, if a client asked you about the importance of their data, that you would give a well-thought-out and appropriate response. Share with the interviewer why data is indeed an asset.

      Rachelle's Answer

      "Since acquiring data comes with a significant cost, I believe it is fair to say then that data is an asset. Data can give precious insight into a company's operations, financial strength, future scalability, and more. By properly analyzing data, a company can open itself to millions in growth. For these reasons, I absolutely consider data to be a true business asset."

      Rachelle's Answer

      "It is interesting to me that this idea is still in question with some of the clients with which I work. I recently read a study claiming that 36% of businesses lack the tools needed to extract and analyze the information and data that they have. When a client asks me if their data is valuable, I always reply with a hearty 'yes!' It is expensive to gather data, but also more costly to never analyze your data."

  6. 6.

    Performing market research helps us determine the direction a company should take to promote their products and services. What is a crucial point within this scope that research uncovers?

      There are many strategic decisions, and tiers of elements within them, that can be based on data gathered during market research. With a broad range of information in mind, your answer should include an example of a birds-eye-view conclusion that becomes the foundation or main driver behind a campaign.

      Rachelle's Answer

      "One key point that can be considered while conducting and assessing market research is the position a brand already has from the consumer's point of view. This information is important because a company can build an entire campaign aimed at capitalizing on this position. This can mean building on already established roots to solidify market share and disqualifying any competition from occupying the same slot. Understanding the customer's perspective of a brand also provides opportunities to strengthen the bond between them and the company, as well as seek out new, similar customers with similar mindsets and needs."

      Rachelle's Answer

      "Market research is great at helping a company before they build or launch a new product because it can show if there is any place or demand for it before determining investment. For example, if your product is similar to one that's already available to consumers, what would make them elect a new product over the one they're already familiar with? Market research can tell you if they aren't satisfied with the prices, packaging, quality, or other aspects of the product that you can improve upon. Not only can the offering be conceptualized into something more attractive at this stage, but a strong value proposition to go to market with can be developed."

  7. 7.

    Walk me through your experience in databases, predictive modeling, and business intelligence. In which of these areas are you best versed?

      Depending on the role you are targeting with GfK, be prepared to discuss your specialty. Ideally, you will have experience in more than one area. Discuss which fields of data analysis you bring the most experience. Remember, this question is an opportunity for you to convince the interviewer that hiring you would be the best choice. Show confidence!

      Rachelle's Answer

      "Of all three categories, I am most experienced in business intelligence; although I do have a full understanding of predictive modeling also. My specialty is in BI which drew me to your job posting, requesting this type of focus. I have eight years' experience as a BI specialist, training others in the field, and working in a client-facing role for the bulk of those years."

      Rachelle's Answer

      "Hands down, predictive modeling is my specialty. I was excited to see that GfK was seeking someone with expertise in this area. I am passionate when it comes to using statistics to predict outcomes, and I especially enjoy teaching my clients how to analyze data for this purpose."

  8. 8.

    What is your favorite data management tool at the moment?

      This question offers an excellent opportunity for you to discuss the tools that you use in the workplace, and also to learn about new tools of which you may not be aware. Discuss which data management tools are your favorite at this time and if you are comfortable, as the interviewer about theirs in return.

      Rachelle's Answer

      "There are many amazing tools available for data management, and new options coming out all the time. Right now, I appreciate Power BI from Microsoft. It is a powerful business analytics service, and I love the interactive visualizations and intelligence capabilities. I love to learn about new choices in data management tools. Could you share with me your current favorite?"

      Rachelle's Answer

      "Collibra is a tool that I currently use daily and one that has made my job significantly easier in many aspects. The tool is related more to data governance, allowing me to access and control data in a way I never thought possible. Are you familiar with the program? I would be happy to hear of any other recommendations you have as well."

  9. 9.

    Tell me about one area of business-to-business market research that can be done to help improve a company's revenue and profitability.

      To answer this question, think of a specific element that businesses can control or react to that affect their bottom line. This answer can include market data like location, material costs and availability, and sector trends and regulatory changes, for example.

      Rachelle's Answer

      "One area of focus that has created a lot of interest for businesses in recent years has been environmental regulation. Due to clean air and similar initiatives, many companies have been forced to change product composition and production practices. Market research helps the companies look for alternatives as changes are made, and identifies the demand for new regulation-friendly products that can be created to meet the needs of an evolving industry. Besides helping with identifying, pricing, and sourcing cost-effective new materials and methods to continue producing products, companies also reap the benefits of being able to advertise newly improved, environment-friendly products. In many cases, this attracts a new genre of consumers that are highly conscientious and often willing to spend more. This can even reposition a brand's reputation in terms of product quality and justify increased pricing."

      Rachelle's Answer

      "An example of areas where market research can make a direct impact relates to overhead costs and fair market values for goods or labor. These cover a broad field of interest and can include research on pricing for material, production, even salaries and payscale for industry and locale. Without having conducted proper research beforehand, a company may not be able to set realistic expectations in these areas and many others which can negatively affect spending, business operating income, ability to generate revenue, and ultimately profitability."

  10. 10.

    Which other companies are you interviewing with?

      The research, data, and customer insights industry is a competitive one, and GfK wants to know if you are entertaining offers from any of their competitors. You are never under obligation to disclose who you are interviewing with, and you are usually best not to name any names. Be direct without giving away too much. Let the interviewer know that you are active in your search but are being very discerning regarding your applications, and final decision. You also do not want it to appear that you are putting all of your eggs into this one basket. Think of this as a first date question - you want to show your interest, but also keep some mystery!

      Rachelle's Answer

      "I have been interviewing for a couple of similar positions; however, I am furthest in the interview process with GfK. I am very pleased with the impressions your management and HR team members have left on me so far."

      Rachelle's Answer

      "I am interviewing with two other organizations for similar roles. One position, I am in the third interview stage, and the other was a pre-screen call with an in-person interview tomorrow. It is important to me that I find work soon; however, I will hold out for the right opportunity."

  11. 11.

    Have you ever trained a client on how to implement the data they receive in a customer survey?

      Survey and research findings are wonderful to have, but can still leave a company feeling paralyzed until they know what to do with that information. The interviewer wants to see if you have experience walking your clients through the best ways to implement the data you have helped them to obtain.

      Rachelle's Answer

      "I have trained many clients on how to take the data they have received from surveys and research, and make it work for them. The projects I have assisted with include the development of customer loyalty programs, rewards programs, and new customer acquisition initiatives."

      Rachelle's Answer

      "While attending university, I helped a few of my fellow students during group work to better understand how companies can leverage their people-powered data, to benefit the bottom line. I look forward to working with GfK and learning more about how to help my clients create programs and tweak their services to reflect better what their customers are saying."

  12. 12.

    Great data visualization will present data in a convincing way. How do you improve human perception when presenting data?

      The interviewer would like to know that you see the importance of positioning data in a convincing and easy-to-understand manner. As a data-focused business, GfK knows that their customers will only purchase the services that they understand. Discuss with the interviewer how you improve human perception when it comes to presenting sets of data.

      Rachelle's Answer

      "I know that people are very visual so the bulk of presenting data convincingly, comes down the use of color, graphs, and animation. I like to work in small multiples so that the numbers and information I am sharing are easy to digest. A successful presentation is all about the visual layout and easy absorption of data."

      Rachelle's Answer

      "I recently read a study on the fact that pie charts are difficult for people to quickly understand and calculate so now I use them sparingly when it comes to presenting data sets and other important information. I lean more towards line charts for tracking changes or showing trends over time. Then, bar charts when I am comparing data from a variety of categories. The use of colors and other visuals is critical, also."

  13. 13.

    We offer services in areas such as asset optimization, customer experience, finance transformation, and risk mitigation. In which field of data management do you specialize?

      GfK will have clients that span many industries, all with a variety of needs. Discuss with the interviewer the areas of data management which you have worked, highlighting your level of expertise.

      Rachelle's Answer

      "Of the five years I have spent in data management, approximately three of them are working directly in the field of risk mitigation, and two with finance transformations. My experience lends well to clients who need to reduce financial risk and optimize their profits. When it comes to risk mitigation, I am especially well versed in planning, implementation, and progress monitoring."

      Rachelle's Answer

      "When you combine my degree in communications, as well as my experience working with clients on data related to their services, team, and culture management, I would say that my specialization is in the area of customer experience and workforce optimization. With that said, my skills are highly transferable, and I can make an impact on GfK's other areas of focus."

  14. 14.

    Do you have experience presenting research and survey findings to groups of stakeholders?

      Leading presentations can be unnerving, and the interviewer wants to know how well you do with a task such as public speaking and presenting. Walk the interviewer through your experience by outlining the types of presentations you have made, to whom, and how you felt the presentation went, overall.

      Rachelle's Answer

      "I have presented the results of approximately 40 customer surveys to a variety of clients. In these meetings, I like to have many visuals available to help the team and stakeholders understand the data very clearly. Most of the time, the company owner or a couple of executives are present, along with members of the clients' marketing team. Overall, I am very confident in my ability to present survey and research data in a compelling and easy to understand way."

      Rachelle's Answer

      "Being new to my career I have not given formal presentations; however, I have done mock presentations in school. I believe that with more experience, and additional training, I will be able to present survey and research findings in a very clear manner."

  15. 15.

    The customer avatar is key to building the right audiences for GfK's clients. How do you collect data needed to create an ideal customer profile, then determine the strategy for targeting prospective customers that are a match?

      The interviewer would like to uncover your experience with identifying, advertising to, and creating a following of potential customers.

      Explain how you determine what kind of people would be interested in your clients' product or services, and why. Your answer should explain how you research information including demographics, location, educational or professional backgrounds, their challenges, and their goals.

      When it comes to targeting, explain how you know where your customer avatar shops, the platforms they use most frequently, and how they make purchases.

      Rachelle's Answer

      "When creating an ideal customer profile, I review analytics from my client's website, app, and CRM to see what kinds of people have purchased or shown interest in purchasing from them. I hone in on customers that have the best buying habits or potential, finding out more about where they're live and work, income range, and other demographics. I take note of any trends or similarities among this group of customers. I may conduct surveys or interviews within my targeted demographic to further understand their motivations. This all helps me to craft a customer avatar, which becomes my center of a strategy for deciding on platforms, messaging, and promotions."

      Rachelle's Answer

      "In the past, I've had to create a customer avatar for a client that had no previous sales but was competing against existing businesses. To do this, I purchased market data to find out who my client's competitors and their customers where. I found out what those customers' challenges and goals were. I looked into data on spending habits, and conducted polls, often incentivizing participants so I could discover shortcomings in competitors' offerings. Using this information, seasonal, and demographic data, I came up with a target customer profile and put together a timely campaign to reach them with language that would appeal to their desire for a solution that would ultimately fulfill their needs."

  16. 16.

    What is pervasive business intelligence, and what does it mean to you?

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  17. 17.

    How could a business use the data visualization services of GfK to prospect and generate new leads?

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  18. 18.

    What are some free and paid tools you've used to conduct market research and how have they been helpful?

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  19. 19.

    What tools are you familiar with when it comes to customer experience surveys?

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  20. 20.

    Name some solutions for customer experience optimization.

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  21. 21.

    Do you have experience with designing and implementing customer experience programs?

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  22. 22.

    In your opinion, what would be the top three most important questions to ask in a customer survey?

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  23. 23.

    Explain data visualization, and why it is important to a business.

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  24. 24.

    We often conduct large scale research projects for entire industries and produce periodical reports for widespread distribution. How have you leveraged data from such reporting and for what purpose within your field?

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  25. 25.

    Data security continues to be a concern for clients. What security issues do you find relevant and how can your knowledge help us at GfK?

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  26. 26.

    What steps would you take to build lasting relationships with our clients and clearly communicate what we can offer to our clients?

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  27. 27.

    What is your approach to working with a large amount of information and data?

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  28. 28.

    Do you have experience giving product demonstrations, and closing new accounts?

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  29. 29.

    What are the benefits of customer journey mapping? Which part of their journey is the most critical?

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  30. 30.

    Many of GfK's clients rely on data to make their advertising decisions. Describe your analytical experience and how you have used your analytical skills in consumer advertising.

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