Project Call: Market Analysis and Business Model Development for a Media Analytics Platform

📌 Key facts

Help commercialize the Gender Equality Tech Tool (GETT) by conducting a market analysis, identifying customer pain points through interviews, and developing business models for media and beyond.

• When: Start anytime. Applications are open!
• How to apply: Send us an e-mail (joe.yu@tum.de) with your CV and a grade report.

• 📌 Key facts
• 💡 Background
• 🦾Who We Are
• 🎯 Goals
• 🎓 Profile
• 💪 Your Advantages
• 📝 How to Apply
• 📬 Contact

💡 Background

The Gender Equality Tech Tool (GETT) is a research-based analysis platform designed to make representation in media measurable. While originally focused on gender-balanced reporting, its underlying technology and methodology can be applied more broadly to analyze visibility, voice, and representation of different groups, roles, and topics in public communication.

By processing media content—such as articles, interviews, and announcements—from universities, research institutions, companies, and major media outlets, GETT extracts key metrics such as:

• Frequency and context of person mentions
• Quoted statements per person
• Gender distribution across articles and timeframes
• Professional roles and descriptions as mentioned in the media

These insights help organizations in media, science, and business understand and optimize their public presence, storytelling impact, and diversity strategies. The platform supports data-driven editorial decisions, corporate communication strategies, and public engagement monitoring.

GETT is already applied to data from five major German media organizations, demonstrating its value for media performance analysis. Its potential goes beyond media companies—offering a foundation for Data-as-a-Service (DaaS) products, scientific advisory services, and communication analytics for various industries and sectors.

To unlock this market potential, we are seeking student teams to explore commercialization opportunities across industries, starting with the media sector as the first use case.

🦾Who We Are

The Chair for Strategy and Organization is focused on research with impact. This means we do not want to repeat old ideas and base our research solely on the research people did 10 years ago. Instead, we currently research topics that will shape the future. Topics such as Agile Organisations and Digital Disruption, Blockchain Technology, Creativity and Innovation, Digital Transformation and Business Model Innovation, Diversity, Education: Education Technology and Performance Management, HRTech, Leadership, and Teams.. We are always early in noticing trends, technologies, strategies, and organisations that shape the future, which has its ups and downs.

🎯 Goals

You will work on the following objectives:

1. Market Analysis
• Identify potential customer segments, starting with media companies
• Map competitors and similar services (e.g., EqualVoice by Ringier)
• Analyze market trends and barriers to entry
2. Understanding Customer Pain Points
• Investigate challenges faced by media organizations related to diversity reporting, content analysis, and editorial strategy
• Identify which pain points GETT could uniquely solve
• Conduct stakeholder interviews with relevant roles in media organizations and other sectors (e.g., corporate communication teams, research institutions)
• Summarize key insights from interviews to validate or challenge initial assumptions about customer needs and market potential.
3. Business Model Development
• Design viable business models (e.g., Data-as-a-Service, advisory services, licensing)
• Propose pricing strategies, market positioning, and differentiation from existing solutions
• Explore the potential for (scientific) consulting services using GETT data insights

🎓 Profile

We are looking for students with:

• Strong interest in market analysis, business model development, or media industry insights
• Curiosity for data-driven products or tech-based consulting
• Ability to conduct competitor research and engage with potential stakeholders (e.g., media houses, editors, product managers)
• Experience in business, media studies, data science, or consulting is an advantage
• Proficiency in German is an advantage

💪 Your Advantages

• High-relevance project at the intersection of media, technology, and gender equality with real-world impact on public discourse
• Direct collaboration with the research team behind GETT, providing access to expert knowledge, proven data, and existing industry contacts
• Agile working conditions with short decision-making paths, ongoing supervision and feedback loops from the research team and partner organizations

📝 How to Apply

If you are interested, please contact Joe Yu (joe.yu@tum.de) by submitting the following documents:

• Grade report
• CV

Apply now!

📬 Contact

Joe Yu (joe.yu@tum.de)