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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
  • Commercial assessment of a new immunotherapy

    Commercial assessment of a new immunotherapy

    21.09.2016

    We conducted secondary research to explore the current sepsis market and the current and future competitive landscape.

    Situation

    As part of due diligence on a potential in-licensing target, we were asked to provide an independent expert view on the commercial potential for an innovative treatment for severe sepsis.

    This required us to:

    • assess the size of the targeted severe sepsis population, diagnosis and treatment rate
    • understand the current treatment patterns, unmet needs and expectations and opportunities for new treatments
    • review the current and future competitive landscape
    • test potential target product profiles
    • develop potential pricing, access and uptake scenarios for the different target product profiles(TPPs)
    • establish revenue potential based on the different scenarios
    • highlight the critical success factors and risks

    The geographic scope included France, Germany, Italy, Spain, the UK, the US and Japan.

    Approach

    We conducted secondary research to explore the current sepsis market and the current and future competitive landscape. We then undertook primary research with payers and key opinion leaders to address any gaps in our research, to test potential TPPs and to gain external validation on potential pricing, access and uptake scenarios.

    Outcome

    We delivered our top-line findings on the critical areas for commercial success in an executive presentation. In addition, we supplied a detailed report of the research findings, including feedbackabout the actions the client should take to maximize the commercial potential of the asset.

    Click here to download our success story

    Timothy A J Fitzgerald
  • Driving informed investment decisions for a new treatment

    Driving informed investment decisions for a new treatment

    21.09.2016

    We collected extensive information on disease prevalence, diagnosis and treatment guidelines and the pricing and reimbursement landscape through desk research in the EU5

    Situation

    Before taking an in-licensing decision for a new drug targeting primary biliary cirrhosis and non-alcoholic steatohepatitis, our client wanted to assess the commercial opportunity for the treatment. This required us to:

    • assess the size of the target population, the competitive landscape and the target product profile
    • evaluate the willingness to pay for new treatments, potential price opportunity, diagnosis and treatment rates, target treatment population size and likely market share
    • obtain actionable recommendations and a revenue forecast model to inform its decision

    Approach

    We collected extensive information on disease prevalence, diagnosis and treatment guidelines and the pricing and reimbursement landscape through desk research in the EU5 (France, Germany, Italy, Spain and the UK) and the USA.

    Then, we used this information to develop primary research materials, including prereading material and a discussion guide and subsequently interviewed key opinion leaders, physicians and payers in the scope markets.

    Finally, we built a forecast model based on realistic assumptions of market performance.

    Outcome

    Our final forecast model and report covered multiple scenarios for the drug we assessed.
    This enabled our client to make an informed investment decision.

    Click here to download our success story

    Timothy A J Fitzgerald
  • Simulating the future market for inflammatory disease biosimilars

    Simulating the future market for inflammatory disease biosimilars

    21.09.2016

    Our client wanted to help affiliates in eight countries to better understand the threats and opportunities this evolving competitive landscape will bring in the years ahead.

    Situation

    Two opposing forces are shaping drug prices in the inflammatory disease market: the downwards pressure from biosimilars and upwards pricing aspirations of bio-betters. Our client wanted to help affiliates in eight countries to better understand the threats and opportunities this evolving competitive landscape will bring in the years ahead.

    Approach

    We designed, planned and facilitated a series of country-specific, interactive war games tosimulate the evolution of the inflammatory disease market landscape over several cycles.

    These sessions helped to increase awareness and deliver insights to the pharma company’s affiliates in the UK, Germany, Italy, Spain, Netherlands, Sweden, Norway and Denmark. We also identified strategies and tactics, including risk mitigation, to maximizecommercial success in the target markets.

    Outcome

    We delivered country-specific reports to our client’s affiliate teams to help them understand how pricing and market dynamics are likely to evolve in the years ahead. In addition, we synthesized the lessons from each war game into a Europe-wide learning package.

    Our client now has a consolidated set of learnings that are helping them validate the opportunities for, and threats to, their European strategy.

    Click here to download our success story

    Timothy A J Fitzgerald
  • Understanding how digital technology is transforming TV-viewing behavior

    Understanding how digital technology is transforming TV-viewing behavior

    28.06.2016

    We helped an IT vendor explore how it could work with service providers to capture consumer TV opportunities.

    Situation

    Our client wanted to understand how technologies such as on-demand video, online video and connected devices are changing the ways in which people watch TV. The company also wished to evaluate the usability of a prototype television-based consumer product.

    Approach

    The project had two phases:

    • an ethnographic market study in the UK and Canada
    • usability testing with five participants in each market.

    Participants explored the prototype and worked through a set of navigation exercises and usability tests, while providing feedback on the experience. Following the testing, all participants attended a focus group where we assessed their understanding of the concept.

    We also looked at the advantages and disadvantages of the interface, as well as the benefits of the concept and likely adoption.

    Outcome

    The project:

    • identified usability issues and challenged assumptions about which elements of the prototype to prioritize for development
    • enabled the company to effectively consult with customers, adding value and strengthening partnership relationships
    • educated stakeholders in the firm about consumers’ needs and behaviors in the home entertainment market

    Click here to download our 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

    • 12/19/16
    • Health
    • Market Opportunities and Innovation
    • Global Study
    • United States
    • English

    Among Symptoms of Aging, Loss of Mental Agility and Mobility Cause Greatest Concern among Canadians

    In just-released GfK research, Canadians’ concerns about key symptoms of aging were higher than global averages, with four in ten Canadians saying they are worried about not being mentally alert/losing their memory (43%), losing mobility/being unable to walk or drive (42%), and having trouble taking care of themselves physically (40%).
    • 11/30/16
    • Market Opportunities and Innovation
    • Trends and Forecasting
    • Consumer Life
    • United States
    • English

    Canadian Confidence in Short-Term Well-Being Slumps – New GfK Study

    According to GfK’s new Mood of the World Report, just 16% of Canadians say they are “very confident” they will personally be better off in 12 months, half the global average of 32%.
    • 10/20/16
    • Market Opportunities and Innovation
    • United States
    • English

    Market Builder Voice

    Suzanne Davis (VP, Market Opportunities and Innovations) describes GfK’s new Market Builder Voice analytics tool.  Davis explores how this innovative approach uses voice analytics rather than traditional survey measures to capture the feelings of consumers. As a result, researchers can determine how to move concepts forward utilizing both quantitative and qualitative information.
    • 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.  
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