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Smart Insights: Health

Today, healthcare innovation is judged far more by outcomes and health experiences than by the level of invention. What’s more, access to state-of-the-art healthcare is under increasing pressure.

To ensure commercial success, health companies must meet three challenges: innovate more effectively by looking beyond traditional research, maximize access to the marketplace by strengthening their brand’s value story in the eyes of regulators and understand the full customer experience to shape it to optimal advantage.

We provide insights in every market segment, from consumer health to prescription (Rx) and optics to health technology. Our health market research experts help you to develop winning strategies with our in-depth understanding of the driving factors and trends that are shaping opportunities. And our market access professionals bring pricing, reimbursement and health economic support to the pharma and medical devices & diagnostics sectors, thus delivering global payer insight to every stage of the value chain.

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    • 05/20/16
    • Technology
    • Automotive
    • Denmark
    • English

    Think Big With These Five Guiding Principles of Innovation

    At last week’s Front End of Innovation (FEI) conference, Vijay Govindarajan of Dartmouth’s Tuck School of Business and the author of The Three Box Solution said “The future comes to us in daily doses”.  This point was driven home for me in the recent announcement that came from GM and Lyft, about their plan to test autonomous self-driving cars as taxis as early as 2017.  Not only did this give us a glimpse into the not-so-distant future, but it is a great example of a business following our five guiding principles of innovation: Think big, Understand shifts, Look outside-in, Fuse trends, and Think about the “Perfect Storm”.

    Thinking Big: The driving factors behind Lyft’s innovation

    The most obvious fundamental force behind this announcement is the technology — because without that the dream of an autonomous car would simply be the stuff of science fiction.  However, technology itself is not the only factor.  Way back in 2000, a third of all Americans1 told us that they would be interested in a car that drives for you when you don’t feel like driving — clearly an early, weak signal that this type of technology was at least intriguing to consumers.

    The Perfect Storm: A market poised for growth

    The second (and also somewhat obvious) driver behind this announcement is the rapid expansion of the sharing, or access, economy.  Back in 2010, we told our clients that the “for now” economy – predicated on consumers’ increasing interest in experiences and liquidity and a shying away from ownership and long-term commitments – was poised for growth.  Flash forward to today and we have a world where 59% of global consumers have at least heard of the access economy1 (and 12% report that they have engaged in it). Lyft is one of the dominant players in this marketplace.

    Understanding Shifts: What the future will look like

    Perhaps not so obvious are some other fundamental forces.  By the year 2050, 70% of humankind is projected to live in urban areas1.  This is a huge driver with implications across a wide-range of platforms, not the least of which is related to transportation.  Beijing has already reported traffic jams lasting 3 days or more – what could those traffic jams look like when that urban population doubles from where it is today?  The need for more efficient ways to get from point A to point B is only going to grow.

    Looking Outside-In: Giving consumers what they want

    Another force is that of an aging population.  In most developed markets, we’ve been experiencing aging populations for more than a generation.  The real change is going to come in the future, when markets like China and India report their highest ever numbers of consumers age 65 and older.  Couple that with the trends of ‘aging my way’ and aging with vitality, and we see the opportunity for autonomous vehicles – ending the need for anyone to have their keys taken away due to physical or mental impairments.

    Fusing Trends with the Connected Consumer Index

    Lastly, constant connectivity, and the integration with technology that this implies, speaks to the underlying need for a business model of matching unmet needs of consumers in real time. We at GfK have recently launched our Connected Consumer Index, which provides a single measure covering how much, and on what devices, consumers in each of 78 countries and 8 world regions digitally connect with each other and with digital content. The market for Connected Cars has shown steady growth over the past three years, especially in the more developed markets like Hong Kong and North America. The news of this week does, to paraphrase William Gibson, prove that the future is already here, although not evenly distributed.  Following the five guiding principles of innovation is one way to make sure your business is on an even playing field. Please share your thoughts in the comments below or email me at kathy.sheehan@gfk.com. 1GfK Consumer Life (Roper Reports®)
    • 04/27/16
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • Connected Consumer
    • Denmark
    • English

    Connected Consumer Index

    GfK’s Connected Consumer Index provides a single measure covering how much, and on what devices, consumers in each of 78 countries and 8 world regions digitally connect with each other and with digital content. 
    • 02/23/16
    • Health
    • Retail
    • Automotive
    • Consumer Goods
    • Geomarketing
    • Geodata
    • Denmark
    • English

    GfK Demographics Germany 2015

    The university city of Heidelberg has Germany's highest share of households whose main earners are 30 years old or younger. By contrast, the highest share of senior households can be found in the district of Suhl in Thuringia. These are some of the findings of the study "GfK Demographics 2016", which reveals the regional distribution of family types, age ranges, income levels and accommodation types in Germany.
    • 01/19/16
    • Automotive
    • Geomarketing
    • RegioGraph
    • Regional Market Data
    • Picture of the month
    • Denmark
    • English

    Map of the month: Industrial density, Germany

    GfK's Map of the Month for January shows the industrial density at the level of Germany's urban and rural districts (source: GfK Base Data, Germany). The map depicts the number of employees working in industrial companies per 1,000 inhabitants.
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  • Brand and Customer Experience (BaCE)

    Brand and Customer Experience (BaCE)

    Brands are under pressure to develop emotional connections and relationships with consumers and business decision makers.  Brands need to respond in-the-moment, to enrich the customer experience – and develop strategies that influence ”moments of truth” throughout individual brand journeys.  

  • Digital Market Intelligence (DMI)

    Digital Market Intelligence (DMI)

    When consumers shop, search, communicate, gather information and engage with companies or brands online, they behave differently depending on which device or screen they are using. They expect a consistent experience regardless of the channel or device they are using.

  • Market Opportunities and Innovation (MOI)

    Market Opportunities and Innovation (MOI)

    Brands are under constant pressure to maintain relevance in an increasingly crowded market. Identifying when, where and how to deliver compelling experiences that deliver new value for both consumers and brands is critical.

  • User Experience (UX)

    User Experience (UX)

    Our user experience (UX) research and design experts help our clients create and improve customer experiences for existing or new products and services

    Today’s consumer is bombarded with promises for compelling experiences. They are sophisticated and demanding.  To be successful, a new product or service needs to be intuitive, usable, engaging and desirable. The user experience needs to be emotional in order to be memorable.

  • Geomarketing

    Geomarketing

    Our geomarketing solutions and consultancy provide our clients with smart insights into location-specific factors that impact the success of business sites, shops, sales territories, target groups, as well as chain store and distribution networks.

  • Mystery Shopping

    Mystery Shopping

    Consumers face a complex array of brand touch points every day of their lives. To deliver a consistent brand experience, marketers need to know how consumers are actually experiencing their brand. Our mystery shoppers give you all the help you need to understand these experiences, and respond to them to maximize the return for your business.

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