Call for Papers (English version) German Market Research Congress, 10 June 2027, Berlin

Apply by 31 January 2026 to become a speaker for the Congress of German Market Research 2027!

It has never been easier to publish content, reach audiences, and shape communication using AI. Digital channels promise nearly limitless access, AI enables comprehensive content production, and online tools allow for precise measurement of success. However, the abundance of possibilities does not mean a diversity of perceptions: above all, the major platform conglomerates dominate public discourse and determine what is visible and which content garners attention.

Market concentration in the communications market

This power is also reflected in the advertising market. Industry sources estimate that for Germany, Google, Meta and Amazon will account for almost 50 percent of total net advertising investments and well over 70 percent of digital net investments by 2025. Other advertising channels such as TV, radio, print and outdoor advertising remain relevant, of course. Nevertheless, the question arises for advertisers: How much access do they gain through platforms, and what dependencies do they accept? When a few companies set the conditions for visibility, it goes beyond media planning. What does this concentration mean for diversity of opinion and democracy? Platforms can expand public discourse while simultaneously narrowing attention. Therefore, it is not just about who can publish, but also about who is actually perceived and under what rules.

Market research responsibility

This places trust and quality at the centre. Clicks and reach tell us little about how credible an environment is or what advertising achieves. IT security experts also estimate that around half of the web traffic they observe can be automated. It shows how important clear definitions and reliable data foundations are. How can trust and the quality of media and advertising environments be measured? And how can robust communication research be translated into everyday practice? The Media Value Initiative or the debate about the Open Web are exemplary reference points here. 

Trusted data as a foundation

Market research and with it communication research must therefore do more than collect figures: It must check data quality, understand usage contexts, and distinguish between contact and impact. How reliable are the research data themselves? And AI opens up new possibilities for analysing media, advertising environments, and advertising materials. But will it help measure advertising success and quality better, or will it itself become an additional gatekeeper that decides what is even visible in the competition for attention? It is certain, however: AI increases speed and scalability but does not automatically replace validity, sample quality, and causal proof.

The BVM represents all perspectives

Institutes, businesses, CEOs, researchers and scientists will be given a voice. The project with the greatest innovative achievement will receive the Innovation Prize 2027, and the Young Researchers of 2027 will be awarded.