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Brand and Customer Experience

Brands are under pressure to develop emotional connections and relationships with consumers and business decision makers.

Success relies on delivering experiences that resonate with our clients’ target audience(s), across every experience point that consumers have with a brand, products or services.

We help our clients enhance their brand and customer relationships by analyzing and optimizing the emotional imprint – the customer experiences that drive immediate purchase decisions, as well as long-term connections. And we provide this at local, regional, or global level.

Our brand and customer experience (BaCE for short) research addresses the many touchpoints across the customer journey, creating lasting emotional conne

Success Stories
  • Enhancing brand performance in the US luxury auto market

    Enhancing brand performance in the US luxury auto market

    12.11.2015

    GfK researched one of Europe’s major auto manufacturers to determine the strength of its brand relationships with customers in the United States.

    A large European auto manufacturer that focuses on the luxury segment.

    Situation

    This company has improved the perception of its product and brand in the US market over the past few years and is establishing itself as a serious alternative for premium car buyers. Though our client’s brand equity and sales are steadily growing in the US, we conducted research around ways our client could further strengthen its performance.

    Approach

    We analyzed the auto manufacturer’s market impact using our Brand Vivo methodology – an approach that provides insight into consumer-brand relationships.

    Outcome

    The research showed the client is lagging the market leaders in consideration, familiarity and buying intention. We found that the automaker’s relationships with a high share of consumers in its target market were weak. Thus, to increase long-term brand success in the US, we recommended that the client:

    • evaluate current communications to ensure it had strong “personal fit” and “fun to drive”
      messaging
    • monitor social media buzz and take actions to encourage website visits
    • ensure relevant distribution of service centers.

    Click here to download the success story.

  • Evolving a luxury car brand in Europe

    Evolving a luxury car brand in Europe

    12.11.2015

    GfK rolled out a brand tracking program for an auto manufacturer that wanted to improve brand relationships with consumers.

    The client is a manufacturer of luxury vehicles.

    Situation

    This carmaker has been struggling to command brand presence in the media and in consumers’ minds in the largest European markets for premium motor cars.

    Approach

    We implemented a brand tracking program in Spain, Germany, France, Italy and the UK for this client. Our purchase funnel model gave it rich insight into the car buyer’s decision-making process. Applying our ConX methodology, we evaluated the vehicle manufacturer’s customer experience at various touchpoints. This painted a picture of how negative, positive and memorable these brand experiences were from the consumer’s perspective. The GfK Brand Vivo methodology underpinned our analysis. It uses human relationships as metaphors for the connection between brands and consumers.

    Outcome

    Our solution enabled our client to track brand performance in its most important markets over a year. We found that its investments in marketing yielded an improvement in short-term funnel performance. However, it was not yet succeeding in strengthening longer-term relationships with consumers. We recommended that the client evolve its marque in the following ways:

    • Increase branding in all marketing activities
    • Focus on shifting the technocratic tone of its communications to a more emotional one.

    Click here to download the success story.

  • Improving the customer experience in high-end fashion

    Improving the customer experience in high-end fashion

    11.11.2015

    We helped a retailer assess adoption of anew service model in the luxury clothing market.

    One of the world’sleading fashion retailers.

    Situation

    Our client had just introduced a new, technology-based service model and needed to
    understand customers’ utilization of the platform and its impact. Senior leaders at the
    company believed that stores were underusing the new option, which was rolled out brandwide.
    Our client also wanted to find out more about how stores were implementing the new
    approach as well as how it was affecting the shopper experience.

    Approach

    We conducted around 200 mystery shopping exercises in the retailer's top 100 stores. This
    helped us understand how stores applied the model and utilized the methodology.
    Concurrently, we used the company’s existing customer experience tracking program to
    quantify the new model’s impact on customer experience as well as application across the
    brand. We collected data from 12,000 consumer surveys.

    Outcome

    We found that utilization of the model was just below 50%, which is higher than the client
    expected. Our research revealed it was highly successful where it was implemented and
    that it had a positive effect on the customer experience. The use of the new model
    increased performance by up to 18 points across key metrics such as overall satisfaction
    and likelihood to recommend.
    Our client communicated the findings to its stores, emphasizing the model’s value and
    reminding them to use it from the beginning of the selection process through to pricing
    discussions.

    Click here to download the success story.

  • Gaining foresight into the needs of diabetes patients

    Gaining foresight into the needs of diabetes patients

    23.09.2015

    Combining digital observation with traditional surveys, we reveal the purchase journey for people with this common medical condition.

    We conducted this study to offer pharmaceutical and healthcare companies a fresh understanding of the diabetes patient experiences when searching for medical information.

    Situation

    Most companies that provide treatment and support for diabetes use customer survey data
    for market intelligence. As with most research that relies on people to recall information
    from days or weeks in the past, there are reliability and validity concerns with these studies.

    Approach

    Our diabetes market experience research blended digital observation with traditional surveys to better understand diabetes patients’ buying, navigation and search behavior.

    We monitored respondents’ web use with our proprietary tracking software and collected data about URLs they visited. We asked participants to record their online and offline experiences in a diary and do research on blood glucose meters and weight management.

    We combined online tracking (comprising 426,000 URLs and searches) and survey data
    with further in-house sources to get a more complete picture of the patient’s journey. These
    included our Roper Diabetes Survey (a “day in the life” study of 2,200 diagnosed patients)
    and customer/sociographic profiles of our patient panel members.

    Outcome

    The study delivered an extensive understanding of diabetes patients’ digital journey, from where they go for health information to how they make purchasing decisions for glucose meters. The results can help marketers in this category unlock digital experiences that meet their customers’ needs. It can help brands drive better results from their media planning and buying, content and messaging strategy, in addition to optimization of digital assets for diabetes patients.

    Click here to download the success story.

Related Products for Brand and Customer Experience

Latest insights

Here you can find the latest insights for Brand and customer experience. View all insights

    • 11/12/15
    • Automotive
    • Brand and Customer Experience
    • Singapore
    • English

    Enhancing brand performance in the US luxury auto market

    We analyzed the auto manufacturer’s market impact using our Brand Vivo methodology – an approach that provides insight into consumer-brand relationships.
    • 11/12/15
    • Automotive
    • Brand and Customer Experience
    • Singapore
    • English

    Evolving a luxury car brand in Europe

    Applying our ConX methodology, we evaluated the vehicle manufacturer’s customer experience at various touchpoints. This painted a picture of how negative, positive and memorable these brand experiences were from the consumer’s perspective.
    • 11/11/15
    • Fashion and Lifestyle
    • Brand and Customer Experience
    • Singapore
    • English

    Improving the customer experience in high-end fashion

    We conducted around 200 mystery shopping exercises in the retailer's top 100 stores. This
    helped us understand how stores applied the model and utilized the methodology.
    Concurrently, we used the company’s existing customer experience tracking program to
    quantify the new model’s impact on customer experience as well as application across the
    brand. We collected data from 12,000 consumer surveys.
    • 09/23/15
    • Health
    • Brand and Customer Experience
    • Singapore
    • English

    Gaining foresight into the needs of diabetes patients

    Our diabetes market experience research blended digital observation with traditional surveys to better understand diabetes patients’ buying, navigation and search behavior.
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