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Market Opportunities and Innovation image

Market Opportunities and Innovation

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

Identifying market innovation opportunities means getting the right balance between competitive trends and market influencers and evolving consumer needs. To succeed, brands need to understand how to connect new products or services with consumers’ lives.

GfK designs and develops new emotive experiences that keep your brand fresh and relevant by anticipating future needs. We guide you on your innovation journey - from growth planning to product launch forecasts. Core deliverables include a compelling pipeline of new experiences, validated against all relevant market criteria, and an activation plan that defines where, when and how to win.

Success Stories
  • Getting to the heart of consumers’ perception of product quality

    Getting to the heart of consumers’ perception of product quality

    23.09.2015

    GfKs' market insights are helping a Brazilian meat company to understand how its products are seen in relation to those of a key competitor.

    The client is a Brazilian producer of delicatessen meats.

    Situation

    Our client needed competitive research insights to support its plans to launch a range of new products, including some premium offerings that would be new to the market. It wanted to find out how consumers perceived its brand.

    It also needed to explore whether they would recognize the premium quality of its new offerings (compared to competitive products and its existing range) without any communication effort.

    Approach

    We conducted a comparative study between our client’s current product range and that of its main competitor with respondents both pre-recruited and approached randomly. We set up separate panels to investigate consumer responses to four different categories that the company was planning to launch to the market.

    Outcome

    Our research found that customers regarded our client’s products to be similar to and as good as those provided by the competition. However, they did not see the company’s prototype products to be superior to the existing ones on the market. This has prompted the client to seek new ways to gain market share from its competitor.

    We discovered from our retail data that its offerings are priced 15-20% below those of its
    rival. We raised the question of whether this price positioning is correct for the meat producer’s market. This was food for thought for our client's marketing and sales strategy.

    Click here to download the success story.

  • Identifying innovation opportunities in the chocolate market

    Identifying innovation opportunities in the chocolate market

    02.09.2015

    An Eastern European food manufacturer increases brand relevance in the chocolate market.

    The client is a major manufacturer of sweet and savory treats in Eastern Europe.

    Situation

    Our client wanted to uncover new ideas to grow chocolate sales and increase brand relevance without competing solely on price.

    Approach

    First, we applied core methodologies from GfK Smart Discovery and GfK FutureWave to draw a Future Market Map for the client. We conducted focus groups, in-depth interviews and one-on-one sessions to get a view of the world through consumers’ eyes.

    The sessions yielded white-space opportunities for innovation and an understanding of the consumers’ evolving needs. We worked with the client to brainstorm questions for the next phase of the research and used our FuturePath framework to segment opportunities.

    We also held face-to-face interviews with 800 regular chocolate buyers. After the presentation of our results and recommendations, we worked with the client to test new concepts with consumers.

    Outcome

    Following the launch of a premium chocolate brand, the company saw user penetration improve by almost 30% in the first six months.

    In addition to attracting new buyers, the food manufacturer reversed an ongoing decline in sales and customer loyalty.

    The packaging for the refreshed product range has won a number of regional awards.

    Click here to download the success story.

  • Delivering insights for optimal positioning of a new pharma brand

    Delivering insights for optimal positioning of a new pharma brand

    26.08.2015

    GfK's proprietary framework gave the client strategic guidance about how it could take ownership of a first-line treatment market.

    This company is ranked as one of the top 10 pharmaceutical organizations in the world.

    Situation

    The company wished to maximize the potential of its new and legacy dermatology brands. The goal: To take ownership of the first-line treatment market.

    Approach

    Our Predictive Benefit Framework considers key emotional factors that motivate treatment choice: security, wellbeing, gratification and freedom.

    Using this model, we generated powerful hypotheses for positioning the two brands. With the help of our GfK Disease AtlasTM research, we then confirmed these opportunities among healthcare practitioners.

    Outcome

    Our research provided strategic guidance about how to position the new product and the existing brand. This was based on three foundations:

    • Physicians were not taking the condition seriously enough
    • Most doctors still rely on older treatments for patients with mild to moderate conditions despite the availability of more effective alternative treatments
    • Many patients underestimate the complexity of their condition and what it takes to treat it

    We established these foundations through GfK’s Predictive Benefit Framework and validated the hypotheses with real-world evidence. Our client now has the opportunity to challenge existing standards of patient care with clear positioning for both its new product and the legacy brand.

    Click here to download the success story.

  • Breakfast moment insights deliver business benefits

    Breakfast moment insights deliver business benefits

    26.08.2015

    GfK's qualitative and quantitative research gives Belgian retailers and manufacturers compelling insights into what happens at the breakfast table each morning.

    Our clients include a number of manufacturers and retailers operating in the Belgian food and beverage markets.

    Situation

    Several of our clients in Belgium – retailers and manufacturers alike – wanted to know more about the breakfast routine in the average Belgian household. We initiated a project to investigate this topic for their benefit.

    Approach

    Our study encompassed qualitative and quantitative research into what the Belgian family has for breakfast. We conducted a qualitative exploration of the breakfast moment with an online community comprising a representative mix of age groups and family types.

    We also interviewed a representative sample of our household panel about their family’s breakfast that day and the day before.

    Outcome

    A number of our clients whose brands are linked to the breakfast moment subscribed to the survey.

    Some of the results confirmed our clients’ intuitions about their customers’ breakfast behaviors and preferences, validating their assumptions with numbers. Other insights from the research were new and surprising to them.

    They found that the information derived from the research provided a wide range of insights to support their business requirements – from customer-need identification to product development.

    Click here to download the success story.

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Latest insights

Here you can find the latest insights for Market Opportunities and Innovation. View all insights

    • 11/15/16
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    B2B innovation is challenging, but can be successfully executed if you know how

    Businesses must innovate to survive. The development of new and improved products and services is required to ensure revenue and value generation in changing economic and market conditions, customer satisfaction and loyalty, new customer acquisition, the resistance of competitive pressures, and that the challenge of disruption can be met head on.
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    Consumer Confidence Index drops two points

    ...but consumers say they are not afraid to spend. GfK’s long-running Consumer Confidence Index has decreased by two points this month to -3. Two of the measures in the Index saw increases and three of the measures saw decreases in October.
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    Don’t be left in the dark about Black Friday

    Black Friday has become one of the most important dates in the UK's retail calendar in the space of a few years. Are you maximizing the opportunities? Do you understand what happens at this all-important promotional period, why, and what it means for your business?
    • 10/06/16
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    • United Kingdom
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    Why are British consumers no longer banking on home insurance?

    Price comparison sites (PCS) have long been used extensively across motor insurance. The combination of a highly price sensitive market with the ease and convenience offered by sites has made motor insurance a highly fertile ground for them. However, home insurance has traditionally been a much tougher nut to crack for PCS given the high levels of loyalty to bank providers and the level of inertia within the sector. However, there are now definite signs that this is changing.
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