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Información inteligente: tecnología

En la sociedad conectada actual, la tecnología impacta a todas las industrias, generando oportunidades y acelerando la velocidad de la innovación.

Para mantenerse competitivas, las empresas de tecnología deben comprender la evolución de las experiencias y las elecciones de los consumidores.

Nuestros expertos en investigación de mercados para el sector tecnología ofrecen información relevante orientada a la creación de conceptos atractivos y ganadores, el posicionamiento de productos, sus estrategias publicitarias y las experiencias de compra y uso. Nuestra trayectoria en el sector del equipamiento tecnológico se extiende desde las tecnologías de la información (B2C y B2B), la electrónica de consumo, la fotografía, el equipamiento de oficina y las telecomunicaciones, hasta la investigación de sus usuarios y las tendencias de cada categoría.

Paulina Bobadilla
Cristóbal Salazar
Últimas tendencias

Aquí puede encontrar las últimas tendencias del sector tecnológico. Siga leyendo

    • 04/25/18
    • Press
    • Technology
    • Point of Sales Tracking
    • Trends and Forecasting
    • Global
    • English

    Global quarterly smartphone demand down year-on-year though revenue growth remained strong

    Global smartphone demand fell two percent to 347 million units in the first quarter of 2018 (1Q18). 
    • 04/16/18
    • Technology
    • Travel and Hospitality
    • Trends and Forecasting
    • Global
    • English

    Tapping into people’s need to take a break

    I had two friends who posted on Facebook recently within hours of each other. One had spent the day at a theme park with her family, all of whom left their phones “in the car ON purpose. Best way to enjoy the day together!” The other had been sharing many stunning photos of a vacation in Egypt; yet on the last day, she decided not to take photos but “just to see with my own eyes.” This is hardly surprising. “Experiences are more important than possessions” perpetually ranks among the highest-rated attitudinal statements in the annual GfK Consumer Life global study. It ranks seventh out of 42 statements listed. It also ranks third for teenagers 15-19 and in Canada. Taking a tech break It is certainly ironic that my friends talked about their tech breaks on social media, yet this reflects the mixed feelings many people have toward technology. Yes, it helps us do many things we could never do before, but people are increasingly recognizing its addictive nature as a real problem. This is something that we warned about two years ago when we found that Technology Leading Edge Consumers were in the forefront of being concerned about this drawback to technology. Fully 45% of global consumers belonging to this early adopter group agreed “I find it difficult to take a break from technology, even when I know I should,” 13 points higher than average. Taking a tech break can be easier said than done, of course, and going cold turkey isn’t necessarily the answer. Some brands take a hybrid approach by promoting tech use specifically to make time for real life. For example, Citi is promoting its mobile app with a cute dad-and-kids ad and the slogan “spend the moments in the moment.” The Pocket Points app motivates students to focus on classes; when they lock their phones while on campus, they earn rewards points for local and online merchants. Another approach is to take a complete if temporary break from tech. Musician Jack White has banned phones from his upcoming concert tour because he “wants people to live in the moment.” Organizations such as the YMCA and Boy Scouts encourage families to help children take a tech break. The Story Inn goes a step further with its slogan “One Inconvenient Location Since 1851.” The Inn is actually a cluster of buildings in a virtual ghost town in Indiana that offers lodgings, dining, and a venue for special events. Rooms are billed as “One Distraction-Free, Tranquil Escape” and have been converted from the likes of a one-room schoolhouse, carriage house, and grain mill. They don’t have TVs, phones or internet service. Taking a real-life break Vacations represent a different kind of break, a pause from the real life that so many people find stressful. Destinations like Walt Disney World epitomize this type of experience on a grand scale, but an infinite number of products and services can offer mini-breaks at any time and anywhere. The Rituals home- and body-care brand emphasizes the benefits of incorporating soothing experiences into everyday life. “They are the seemingly meaningless moments we all tend to overlook. Rituals unveils these moments and reminds you to experience them with joy.” L.L. Bean encourages people to “live every day like it’s the weekend.” Then there is literal escapism – the phenomenon of escape rooms, a hybrid of team role-playing and the classic locked-room mystery. Although not for everyone (such as those with claustrophobia), they can provide respite for problem-solving thrill seekers. Most people prefer more serene escapes, however. The share of respondents to a GfK Consumer Life global survey who prefer a relaxing vacation over an active one is 62%, up 7 points from 2012. Photos submitted by respondents indicate that sandy beaches top the list of places where people like to relax, followed by other outdoor venues such as forests, lakes, gardens and parks. We don’t need research to tell us that nature makes us feel good, but in fact, research does bear this out. And yes, video games provide escapism, too, but it’s important to keep in mind that most people still don’t view virtual experiences on par with the real thing. Just 30% of global consumers agree that “virtual interactions with people and places can be as good as being there in person,” ranking it #40 among 42 attitudinal statements. Conclusion Virtually every product and service can tap into people’s desire for experiences, whether they be social or solitary, physical or intellectual, tech or non-tech. The key is to understand precisely what kind of experience your customers crave. hbspt.cta.load(2405078, 'f959b7ac-800c-45ab-bd5f-350e588da27a', {});
    • 04/04/18
    • Technology
    • Global
    • English

    GfK partners with Deutsche Telekom for bi-annual global employee survey

    Deutsche Telekom provides telecommunication and information technology services and solutions to clients in more than 50 countries
    • 03/29/18
    • Fashion and Lifestyle
    • Retail
    • Technology
    • Consumer Goods
    • FMCG
    • Global
    • English

    UK Consumer Confidence rises to -7 in March

    Spring is in the air with increases across the board on personal finances, the general economy and purchase intentions 
Soluciones
  • Marca y experiencia del cliente

    Marca y experiencia del cliente

    Las marcas están bajo presión ya que deben desarrollar conexiones emocionales y relaciones con los consumidores que son los encargados de tomar decisiones comerciales.

  • Innovación en el mundo digital

    Innovación en el mundo digital

    Cuando los consumidores compran, buscan, se comunican, recolectan información e interactúan con empresas o marcas online, lo hacen de diferentes formas dependiendo del dispositivo o la pantalla que utilicen. Asimismo, esperan tener una experiencia consistente sin importar el canal o dispositivo que usen.

  • POS Tracking

    POS Tracking

    Tanto los distribuidores como los fabricantes están siempre bajo presión para desarrollar productos y servicios que maximicen las ventas y los beneficios, a su vez, conseguir que los clientes vuelvan.

    El éxito se basa en contar con los datos de ventas del canal minoristas más actualizados, al igual que comprender qué productos y servicios tienen un buen desempeño en el mercado (y cuáles no). Con esta información, las empresas pueden establecer estrategias claras para el crecimiento comercial y aumentar el retorno de la inversión. 

  • Experiencia del usuario (UX)

    Experiencia del usuario (UX)

    En la actualidad, se bombardea a los consumidores con promesas de experiencias fascinantes. Ellos son sofisticados y exigentes.  Para tener éxito, un nuevo producto o servicio debe ser intuitivo, útil, atractivo y deseable. La experiencia del usuario debe ser inolvidable.

    Los expertos en investigación y diseño de la experiencia del usuario  (UX) de GfK ayudan a nuestros clientes a crear y mejorar las experiencias de los clientes para productos y servicios tanto actuales como futuros.

  • Oportunidades de mercado e innovación

    Oportunidades de mercado e innovación

    Las marcas se encuentran bajo una presión constante para poder mantener la relevancia en un mercado cada vez más saturado. Es fundamental saber cuándo, dónde y cómo ofrecer experiencias atractivas que generen valor añadido tanto para los consumidores como para las marcas. 

  • Tendencias y pronósticos

    Tendencias y pronósticos

    La velocidad actual de lanzamiento de nuevas ofertas, junto a la disminución de los ciclos de vida de los productos, se traducen en una presión incomparable para que las empresas se mantengan a la vanguardia.  El comportamiento de compra de los consumidores está cambiando más rápido que nunca. 

Contáctenos
Paulina Bobadilla
Cristóbal Salazar
General