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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
  • Crafting compelling, localized propositions in the tire market

    Crafting compelling, localized propositions in the tire market

    12.11.2015

    GfK equipped a multinational tire manufacturer to take actions that help improve market share in Africa and the Middle East.

    Michelin is one of the largest tire manufacturers in the world.

    Situation

    Michelin wanted to improve sales in a key segment of tire consumers in South Africa and the Middle East. It needed to understand which communications positioning and marketing actions it could deploy to increase brand appeal, and boost conversion rates from awareness and consideration to purchase.

    Approach

    Our research plan had two stages:

    1. GfK Smart Discovery: We identified market opportunities through an inside-out view of the consumer segment, including the dealer perspective. Then, we profiled the customer base and conducted drive-along and shop-along interviews with recent purchasers and active intenders.
    2. GfK Smart Creative: We held an activation workshop to design compelling consumer and dealer value propositions.

    Outcome

    The study revealed the mindset, values and category needs of the audience, along with its perceptions of Michelin’s brand strengths and weaknesses compared to major competitors. It showed how unsuitable communications materials developed in Europe would be for the target markets.

    The research gave the client direction for the development of new collateral that would be relevant and appealing for customers in South Africa and the Middle East.

    Click here to download the success story.

  • 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.

Related Products for Market Opportunities and Innovation

Latest insights

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

    • 03/23/17
    • Media and Entertainment
    • Market Opportunities and Innovation
    • Trends and Forecasting
    • Global Study
    • Consumer Life
    • Singapore
    • English

    Majority of internet users read books either daily or at least once a week

    Nearly 60 percent of the online population across 17 countries read books either daily or at least once a week. China has highest percentage of “every day” book readers. Netherlands and South Korea tie for the highest percentage who say they never read books. Women are more likely to be avid book readers than men.
    • 08/26/15
    • Health
    • Market Opportunities and Innovation
    • Singapore
    • English

    Breakfast moment insights deliver business benefits

    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.
    • 07/24/15
    • Health
    • Market Opportunities and Innovation
    • Singapore
    • English

    Delivering insights for optimal positioning of a new pharma brand

    Our Predictive Benefit Framework considers key emotional factors that motivate treatment choice: security, wellbeing, gratification and freedom.
    • 12/18/17
    • Technology
    • Market Opportunities and Innovation
    • Global
    • English

    …of “things” to come in 2018

    As we slowly close the door on 2017, two things are quite clear in the marketplace:
    • Consumer confidence is at an all–time high
    • FOMO (Fear of Missing Out) is alive and well in the digital and tech space
    The proliferation of binge watching (361,000 watched the entire Stranger Things 2 on the first day, 15.8 million watched the first episode within the first three days of release), the record $5 billion spent on Black Friday and the biggest Cyber Monday ever, and even the staggering and near inexplicable growth of cryptocurrencies (Coinbase, a Bitcoin exchange, now has more users than Charles Schwab) all point to a cultural normalization of tech-led lifestyles in the US. Recent research from GfK Consumer Life shows that almost half of Americans see the technology they own as a form of self-expression, and nearly 70% of students claim to be technologically savvy or smart. It is now abundantly clear that the audience for the next big thing is increasingly the mainstream American.

    Looking ahead to 2018

    2017 introduced us to the smart home en masse, while artificial reality arguably gained traction over virtual reality. The connected car gained traction, and voice-assistance struck a chord. Looking forward, expect the Internet of Things to become a firmer reality in 2018. CES 2018 will undoubtedly showcase a proliferation of smart home devices, new, and cleverer ways to consume media and entertainment on the go, and even more complex algorithms to power AI towards increasingly intimate and personalized interfaces. 2018 will also be the year of voice-activation as Siri, Alexa, Cortana, and others position themselves for popularity, and access to your wallets. As with all innovation, some will live long and endure, some will be transitional stepping stones to something better, while still others will struggle or crash and burn.

    How innovation can thrive

    Our research at GfK Consumer Life shows that US consumers are keener on innovation being easy to use (38%), and really solving a problem they have (32%) than necessarily being leading-edge (20%). So, as you innovate for the new year, or perhaps evaluate the riches at CES as I will, look beyond the marketing and take a consumer-first approach to evaluating the fit of new innovations with your technology strategies. Ask yourself:
    • What significant consumer need does the technology fulfill, and what recognizable benefit does it provide?
    • What is the average learning curve? How complex or intuitive will it be to adopt into their lives?
    If you can readily answer both, it’s a good bet that you’ll know which things will become a reality. Eric Wagatha is a Senior Vice President of the Consumer Life division of GfK. He can be reached at eric.wagatha@gfk.com or on Twitter at @ewagatha. hbspt.cta.load(2405078, 'a07f0ed2-50d3-4870-b5c8-9b1a67a408d2', {});
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