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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

Eric Villain
Eric Villain
North America
+1 646 267 2382
Success Stories
  • Using guest feedback to improve the customer experience

    Using guest feedback to improve the customer experience


    GfK works closely with a leading hotel group to measure guest feedback and drive consistently great customer experiences through its properties across the globe.

    This leading hotel group is one of the largest in the world and has received numerous awards for demonstrating innovation and an extraordinary level of service.


    This leading hotel group aims to:

    • have high-quality dialogue with its guests
    • bring relevant and current data and analyses to its hotel operators so they can use it to improve the guest experience

    These goals demand that the hotelier extends the gathering of feedback beyond the traditional mechanism of surveys to include social listening intelligence from channels such as web reviews and social media.


    We partnered with the hotel group to power its new guest experience program.
    The hotelier uses our GfK Echo solution to gather guest feedback in real-time from numerous sources, including guest survey results, property audits and guest reviews from websites.


    The hotel group now has a guest experience tool that gives it:

    • a structured way of capturing feedback from the day guests arrive at a property, in the form and channel in which they prefer to provide it
    • the ability to view feedback from multiple channels on a single dashboard
    • a means to distribute actionable customer experience information to employees and managers at each hotel

    Click here to download the success story.

  • Enhancing brand performance in the US luxury auto market

    Enhancing brand performance in the US luxury auto market


    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.


    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.


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


    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”
    • monitor social media buzz and take actions to encourage website visits
    • ensure relevant distribution of service centers.

    Click here to download the success story.

  • Gaining foresight into the needs of diabetes patients

    Gaining foresight into the needs of diabetes patients


    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.


    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.


    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.


    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.

  • Identifying best-performing media channels

    Identifying best-performing media channels


    GfK’s new touchpoint effectiveness/efficiency analysis platform is proving to be more valuable than initially anticipated and is driving not only media planning, but the entire integrated communications planning process.

    The client is a global manufacturer of spirits and wines and the owner of a variety of prominent brands.


    The company wanted to know which of its media channels has the greatest impact on brand development and is most effective in driving sales growth.


    We used GfK Experience Effects to survey the media channels that our client selected and measured the frequency of consumer exposure to its brands. Then, we collected recommendations from other consumers by word of mouth and on social media platforms.

    We assessed the effectiveness of this exposure. Not only did we analyzed the most memorable touchpoints for consumers, but we also gauged their social and emotional triggers.

    Once we had identified the most active touchpoints, we could determine which of them had the greatest influence on key brand metrics including brand consideration, usage and advocacy. We then recommended measures to increase brand equity and grow sales.


    Our research allowed the client to allocate its marketing spend more effectively. It was able to identify the most successful media channels and measure performance against strategic targets. The organization used this information to direct its integrated communications planning process.

    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

    • 10/13/16
    • Press
    • Brand and Customer Experience
    • Market Opportunities and Innovation
    • United States
    • English

    GfK Will Focus on Data Integration, Analytics, Agency/Client Relationships in Market Research Event Presentations

    At next week’s The Market Research Event (TMRE), GfK will share the stage with two leading brands and take on pressing topics for marketers and researchers – making the most of analytics and data integration, and optimizing connections between clients and agencies.  
    • 08/01/16
    • Brand and Customer Experience
    • User Experience (UX)
    • United States
    • English

    The fickle relationship between brand and the user experience

    A new connection between the user experience (UX), purchase intent, and brand strength identifies linkages to growth.
    • 05/19/16
    • Health
    • Brand and Customer Experience
    • United States
    • English

    What is the temperature of your brand?

    Brands can exhibit symptoms of sluggish growth. Proximate causes can include launching a product in new countries, a new indication, or when faced with a new competitive threat. When the stakes are high, ask yourself if you are using the most effective frameworks to measure and optimize brand performance.
    • 03/24/16
    • Retail
    • Brand and Customer Experience
    • Echo
    • United States
    • English

    Five smart moves for restaurant brands in the digital age

    For restaurant managers around the world, providing best-in-class customer experiences should be the ultimate goal. At a minimum, restaurants need to deliver on their customers’ most basic expectations for service, food quality, and atmosphere. When restaurants fail at even these, the consequences today can be severe.
Contact us
Eric Villain
North America