Please activate JavaScript in your browser settings to enable all features of this website.

Möchten Sie zur deutschen Seite wechseln?JaNeina
Close
Smart Automotive Insights image

Smart Insights: Automotive

The global automotive industry is facing change on two fronts: a shifting industry landscape of emerging markets and increasing environmental regulations, and evolving consumer behavior and expectations.

To remain competitive, automotive manufacturers and retailers need industry insights that provide clear direction on today’s markets and the consumer demands of tomorrow.  

Our automotive market research experts deliver smart insights across all areas: From optimizing new concepts and product design (for example through car clinics), identifying precise actions to improve car brand perception or experiences, to tracking automotive aftersales.

Alexandros Peponis
Greece
+30 210 757 2669
Success Stories
  • Social media: Separating customer sentiment from the noise

    Social media: Separating customer sentiment from the noise

    14.09.2015

    The GfK Social Media Intelligence solution helped our client to understand customer sentiment about a new car model, allowing it to sharpen its marketing approach.

    Our client is a major car manufacturer with a strong presence in India.

    Situation

    The Internet – including social media – plays a major role in influencing car purchase decisions among India’s 120 million-plus Internet users. This Indian automotive manufacturer wanted to monitor and measure social media sentiment about a new car model so that it could improve its marketing effectiveness.

    Approach

    We used our Social Media Intelligence (SMI) solution over five months to monitor and analyze social media conversations about the new car. Our approach combined automated tools with human insight to ensure accurate interpretation of social media content.
    “Human coding” – using skilled people to clean and categorize social data – enabled us to derive real insight from the data and posts we collected.

    Outcome

    The data we gathered and the analysis we conducted allowed us to map trends and sentiment about the new car into a clear understanding of the model’s online reputation. We cut through the noise of the social web to provide our client with actionable insights. From these insights we provided various recommendations, which included a focus on using the right channels to communicate to different audiences (users and influencers, for example) with appropriate messaging.

    Click here to download the success story.

Autotalk newsletter

Get the latest GfK Automotive news

Discover latest industry insights, market data and how Auto and Consumer trends will affect your business.

Latest insights

Here you can find the latest insights for automotive industry. View all insights

    • 10/11/16
    • Automotive
    • Greece
    • English

    Greece: Latest trends of the Greek tires market

    Positive performance of the Tires market in the Tires Specialists channel (+9,0% in units, +3,3% in value) during the first eight months of 2016.
    • 04/27/16
    • Retail
    • Technology
    • Automotive
    • Consumer Goods
    • Connected Consumer
    • Greece
    • 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. 
    • 09/14/15
    • Automotive
    • Digital Market Intelligence
    • Greece
    • English

    Social media: Separating customer sentiment from the noise

    The GfK Social Media Intelligence solution helped our client to understand customer sentiment about a new car model, allowing it to sharpen its marketing approach.
    • 03/09/17
    • Automotive
    • User Experience (UX)
    • Global
    • English

    How to define engaging experiences in self-driving cars

    Autonomous vehicles have the potential to disrupt everything we know about driving. Earlier this year, I attended a panel discussion regarding the advancements in autonomous driving at the 2017 Consumer and Electronics Show (CES). One conclusion from this session was that it is no longer a question of “if”, but “when” autonomous vehicles will become part of our lives.

    A blank canvas for auto manufacturers

    With no need for a steering wheel, accelerator, or brake pedals, the interior of a car becomes a blank canvas. So, how will companies shape this canvas while keeping the user at the forefront? For example, if a passenger wanted to work on their commute, a car could be customized into an office space with a desk and internet connection. Prefer to relax and recharge after a long day? A car could offer features like a massage chair or a big screen TV. And, in the case of ridesharing, a different car could be called up to fit the user’s mood. The car has the potential to become a “third-space”, a space to be used for more than a way to get to where you are going.

    Understanding the types of experiences consumers want

    UX research methods such as ethnography will help manufacturers understand what types of experiences consumers want to have in-car, and how to deliver them in a way that engages and delights. Ethnography helps designers, engineers, and researchers build empathy by taking them out of the lab and placing them in real world situations users face every day. We employ this approach to uncover insights while observing common tasks side-by-side with participants. This method uncovers behaviors and insights that wouldn’t be revealed in any other form of research, and allows us to truly see the world from the user’s perspective. These insights allow us to develop use-case scenarios and solutions that are both nuanced and relevant.

    Standing apart as the landscape evolves

    As the autonomous vehicle landscape evolves, manufacturers who are able to create truly exceptional in-car experiences will stand apart. The first step to delivering exceptional consumer experiences is understanding what consumers expect and need – and how they should be delivered. Through direct observation, ethnography has the power to uncover this. The question is, which auto manufacturer will be the first to get it right? hbspt.cta.load(2405078, 'dd7ac318-b881-41bc-b61d-84467be53b2d', {});
Solutions
  • 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.

  • 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.

  • Trends & Forecasting

    Trends & Forecasting

    ​Today’s steady stream of new offerings and shortening product lifecycles place a unique pressure on businesses to stay ahead. Consumer purchasing behavior shifts more rapidly than ever.

  • Point of Sales Tracking

    Point of Sales Tracking

    Retailers and manufacturers are under pressure to develop products and services that maximize sales and profit and to keep customers coming back.

    Success relies on having the most up-to-date sales data, combined with robust analysis to understand which products and services are performing well in the market – and which are not. With this information, clients can set clear strategies for commercial growth and increase return on investment.

  • 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.

  • 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.  

  • 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.

Contact us
Alexandros Peponis
Greece
General