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  • Register for "Does your brand attract the biggest spenders?" webinar
    • 04/05/16
    • Consumer Goods
    • Shopper
    • Canada
    • English

    Register for "Does your brand attract the biggest spenders?" webinar

    Coupon users spend substantially more on CPG products than the average household - and it stems from them shopping more frequently and spending more dollars per trip.

    Do you know how many of your coupon redeemers are new buyers of your brand and how many of them become long-term loyal buyers?

  • Welcome to the world of the Connected Consumer
    • 03/08/16
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Consumer Goods
    • Shopper
    • Canada
    • English

    Welcome to the world of the Connected Consumer

    It's time to think differently. Today's consumers are harnessing technology to reinvent themselves, their lives and their communities. They are changing the existing value system. Connected Consumers embrace freedom, acceleration and intimacy. Are you ready? The future is now.

  • Refrigerator advertising in North America - 3 key trends
    • 02/26/16
    • Promotion and Causal Retail
    • Canada
    • English

    Refrigerator advertising in North America - 3 key trends

    We’ve picked up on some interesting advertising trends for refrigerators in North America that you might interest you. Take a look at our infographic to find out more.

  • Tech Trends 2016 infographic
    • 02/10/16
    • Technology
    • Tech Trends
    • Canada
    • English

    Tech Trends 2016 infographic

    To help you prepare for future consumer demand, we have chosen the ten key Tech Trends we believe will have the most impact on consumer needs and behavior in 2016 and beyond.

  • GfK drives its global digitalization through acquisition of digital panel specialist Netquest
    • 02/05/16
    • Mergers and Acquisitions
    • Press
    • Consumer Panels
    • Digital Market Intelligence
    • Canada
    • English

    GfK drives its global digitalization through acquisition of digital panel specialist Netquest

    GfK has acquired Netquest, the leading access panel provider with strong presence in Spain, Portugal and Latin America.

  • Generations Y, Z Differ in Key Shopping  Attitudes, Habits – GfK Study
    • 02/04/16
    • Shopper
    • Canada
    • English

    Generations Y, Z Differ in Key Shopping Attitudes, Habits – GfK Study

    From their use of computers for online purchases to their top reasons for choosing to buy in brick-and-mortar stores, Generations Y and Z part company on important points in a new GfK study of shopping habits and preferences.

  • NextGen 2016: A Hands-On Market Research Experience
    • 02/03/16
    • Canada
    • English

    02/03/16 - 03/04/16
    NextGen 2016: A Hands-On Market Research Experience

    GfK is proud to present the fifth annual Next Generation (“NextGen”) Competition in market research. In the ever-changing, fast-paced corporate world, market researchers must be able to think on their feet and bring innovative ideas to take on emerging business issues. This competition is designed to give undergraduate student researchers from North American colleges or universities a chance to test their marketing and research knowledge, using innovative techniques and perspectives to address a critical issue for today’s marketers.

  • Smartphone Users Spend as Much Time on Entertainment as Texting – GfK MRI Study
    • 02/03/16
    • Media and Entertainment
    • Technology
    • Media Measurement
    • Mobile and Location Insights
    • Canada
    • English

    Smartphone Users Spend as Much Time on Entertainment as Texting – GfK MRI Study

    According to new GfK MRI research, today’s smartphone user is just as likely to be seeking mindless entertainment – playing a game or streaming a video – as connecting with friends and family through texting or other modes. 

  • Marketing to Millennials: the new generation of pet owners
    • 01/29/16
    • Retail
    • Consumer Goods
    • Point of Sales Tracking
    • Canada
    • English

    Marketing to Millennials: the new generation of pet owners

    The Millennials, a generation of 18-35 year olds are marrying later (if at all) and delaying house purchase. In the US, this group overtook the Baby Boomers (those aged 50-69) as the largest population of pet owners in 2014. What does this mean for pet food manufacturers?

    • 01/28/16
    • Fashion and Lifestyle
    • Retail
    • Canada
    • English

    What makes us want to look good?

    On average, we spend 4 hours a week on bathing, shaving, getting dressed, doing our hair and putting on make-up (some of us) 1. This combines almost five hours a week for women and just over three hours for men. But what are the big motivating factors that drive us to want to look our best?

    Well, when it comes to major (rather than minor) reasons – the most popular motivation is to feel good about ourselves. This was cited by 60 percent of the 27,000 people interviewed, followed by making a good impression on people we meet for the first time (44 percent) and setting a good example for our children (40 percent).

    These top three reasons hold true for both men and women. But the number one reason – to feel good about ourselves – resonates more strongly with women (67 percent women, versus 52 percent men), while the making a good first impression and setting a good example for our other two reasons are cited by almost the same percentage of men as women.

    Infographic showing top 3 reasons for looking one’s best, by gender

    Gender divide

    For men, the fourth and fifth most popular major reasons for trying to look their best are to please their spouse or partner and to make a good impression on people of the opposite sex or those they find attractive (37 and 36 percent respectively).

    By contrast, women are more motivated in trying to look their best by the wish to express their individuality and because it makes them feel in control (both standing in fourth place equal, at 40 percent each).

    Top 3 motivations change with age

    All age groups agree that feeling good about themselves is the leading major motivation for trying to look their best. But when it comes to the next most popular trigger, the age groups differ.

    Not surprisingly, people under 30 years of age are more focused on making a good impression on people they meet for the first time, and making a good impression on people of the opposite sex or those they find attractive rank. For this age group, these rank 2nd and 3rd as the major reasons for looking their best.

    For those aged 30 and above, setting a good example for their children is consistent across all age groups as the 2nd most commonly cited motivation. And when it comes to those aged 50 and over, pleasing their spouse or partner makes an appearance as their 3rd most popular major reason.

    Italians, Argentinians and Americans spend most time on personal grooming

    Italians lead when it comes to time spent on personal grooming (bathing, shaving, dressing, hair, make-up) – saying they spend just over five and a half hours per week on average. They are followed by Argentinians and Americans, who are equal at just over five and a quarter hours per week.

    At the other end of the scale, Chinese say they spend less than three hours per week on average, followed by South Koreans with just over three and a quarter hours and Japanese just over three and a half.

    Download our free data charts showing full findings for each of the 22 countries.

    About the study

    1GfK conducted an online survey with over 27,000 consumers aged 15 or older in 22 countries. Online data were collected using a staggered field start that completed in June 2015 and weighted to reflect the demographic composition of the online population age 15+ in each market. The countries included are Argentina, Australia, Belgium, Brazil, Canada, China, Czech Republic, France, Germany, Hong Kong, Italy, Japan, Mexico, Netherlands, Poland, Russia, South Korea, Spain, Sweden, Turkey, UK and USA.

  • Canadian Consumers Cite Self-Esteem  as Top Motivation for Grooming
    • 01/27/16
    • Fashion and Lifestyle
    • Canada
    • English

    Canadian Consumers Cite Self-Esteem as Top Motivation for Grooming

    According to new GfK research, 60% of Canadian consumers (ages 15 and older) say their number one motivation for personal grooming is “to feel good about myself.” The GfK study also shows that “to make a good impression on people whom I meet for the first time” and “to please my spouse or partner” were tied for second among leading reasons for grooming, with each cited by 30% of Canadian consumers.

  • US Consumers Cite Self-Esteem as Top Motivation for Grooming – GfK
    • 01/27/16
    • Fashion and Lifestyle
    • Canada
    • English

    US Consumers Cite Self-Esteem as Top Motivation for Grooming – GfK

    New GfK findings show that “to feel good about myself” and “to please my spouse or partner” are the top two motivators for grooming among US consumers. The results are part of a new GfK survey – among over 27,000 consumers in 22 countries – investigating reasons for trying to look good and the amount of time spent on grooming.

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