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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
TechTalk newsletter

Descubra las perspectivas, las tendencias y los datos más recientes del sector tecnológico en nuestra Newsletter TechTalk.

Últimas tendencias

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

    • 01/12/17
    • Financial Services
    • Technology
    • Global
    • English

    The future of FinTech goes far beyond mobile wallets

    I must admit that I find the term “mobile wallet” a little silly. After all, wallets have always been mobile, right? At the same time, I am not at all averse to the idea of making transactions with my phone. I’m getting the hang of accessing coupons in stores, and I felt pretty cool the first time I got into the movies by having the ticket-taker scan my phone. I’m sure I will continue to move in this direction, although I consider myself mainstream rather than an early adopter in the area of financial technology (aka FinTech).

    Digital payment

    Pundits have been talking about the pros and cons of mobile wallets for several years now. Overall, these payment systems still face obstacles and adoption has been slow. Only 22 percent of American mobile phone users regularly pay for products by scanning, tapping, or passing their devices in stores, according to recent research conducted by GfK Consumer Life 2016. At the same time, other types of digital payment are entering the playing field, such as the UPI system introduced in India last year, which moves funds directly from the consumer’s financial account to the merchant’s without a middleman. India will be an important market to watch in terms of the shakeout among digital payment systems following demonetization. Indeed, developing markets such as India and Nigeria will be testing grounds for FinTech in general, as indicated by the growing use of biometric identification ranging from fingerprints to facial recognition and palm veins.

    Seamless shopping

    The AmazonGo concept, currently in test mode in Seattle (where else?) goes beyond the financial transaction itself to tackle other deterrents of in-store shopping. The idea is this: You scan your phone as you enter the store and go along your merry way grabbing the items you want. Then you walk out of the store, and your Amazon account is automatically charged for your purchase. Some may like the idea of avoiding checkout lines or the need to swipe/insert/tap/scan their payment device of choice and wait for approval. But what tickles my fancy is the prospect of cutting a couple of steps out of the usual tedious process of putting things in a cart, taking them out of the cart, putting them back in the cart, putting them in the car and taking them out of the car. If this idea catches on, I will be on board with it much faster than I am with self-checkout, which I personally find no improvement over regular checkout aisles. In the case of AmazonGo, the potential is not merely a streamlined financial transaction, but a streamlined shopping experience.

    Conclusion

    Ultimately, consumers will adopt FinTech to the extent that it makes their lives easier. Being different for novelty’s sake will only draw in the earliest adopters; the rest of us need to be sold on more practical benefits.
    • 12/20/16
    • Retail
    • Technology
    • Consumer Goods
    • Connected Consumer
    • Global
    • English

    Remaster your trade marketing to create the perfect promotional tune

    Ensure your trade marketing delivers greater ROI. Our promotion and retail marketing expert Karsten Holdorf will show you how to use different sales drivers in our webinar recording.
    • 12/20/16
    • Financial Services
    • Technology
    • Connected Consumer
    • Global
    • English

    2016: A technology-driven marketplace of Connected Consumers

    2016 was another banner year for Connected Consumers, who saw a number of new technologies emerge in a variety of categories across the marketplace.  Virtually every industry is adapting to a customer base that is becoming increasingly connected, changing the way they have conversations and relationships with brands.  But new connected products and services do not come without their challenges, which typically revolve around user experience and consumer awareness.

    Embracing the impact of technology

    Connected consumers of today are changing the existing value system and harnessing technology to reinvent themselves, their lives and their communities.  And the three key drivers of these changes are freedom, acceleration and intimacy.  It is obvious that trends in technology are growing and expanding rapidly… so, how can you maximize the opportunities that Connected Consumers offer?
    1. Provide them with freedom by making their lives convenient
    2. Give attention to acceleration by grabbing their attention quickly
    3. Redefine intimacy by getting up close and personal

    Stepping inside the smart home

    In the smart home category, there’s no shortage of offerings available, but the adoption of smart home products has been pedestrian thus far.  Our global study indicates that the appeal is there, but the benefits need to be more clearly communicated to consumers, who lack familiarity with the smart home category.  To find success, product developers must understand the varying needs in specific markets and communicate how smart home technology can seamlessly enhance the lives of consumers.

    Traveling in a connected world

    The travel and hospitality industry is getting smarter.  Invisible analytics, wearables, virtual reality and other technologies are revolutionizing the way that people research, shop for and experience travel.  From smart hotels to sporting events and music festivals, the connected traveler is able to unlock the world as they go, providing travel brands with new ways to engage them.  But disruptive competition and an overcrowded marketplace remain common roadblocks.  In the quest for customer loyalty, the companies that take a holistic view of each step of the purchase journey will be successful in understanding and anticipating market developments.

    Shopping in the future of retail

    In the Future of Retail, shopping isn’t all digital.  Connected Consumers still embrace the role of the store, shopping as much for an experience as for a product.  But online shopping offers another dimension, where Connected Consumers can compare prices and don’t have to wait in line to make a purchase.  Successful retailers will combine the positive facets from both channels, streamlining online shopping while also delivering on the promise of the in-store experience.

    A revolution in fashion and lifestyle

    While retailers experiment with omnichannel shopping, fashion and lifestyle brands are experiencing a revolution of their own.  Whether a pure online player, a local hero or a traditional fashion retail chain, it is vital to understand how consumers are changing in order to anticipate and prepare for the next season and beyond.  New paths to purchase have opened the door for competition, expanding the fight for customer loyalty to new frontiers.  Making sure your brand can be found and amplifying it with social media are ways to take control of the shopper’s purchase journey, but don’t forget the crucial role of the store.

    The future of financial services

    Financial services are another category being revolutionized by Connected Consumers.  From mobile payments to digital banking, Connected Consumers demand that their financial institutions are proactive and transparent.  Connected devices will play a key role in the future of payments, but players in the market must establish and communicate the importance of data security to build trust before adoption truly takes off.

    Programmatic advertising and the future of media

    Broadcast and print media has gone digital too, changing the way that Connected Consumers experience content and the devices they experience it on.  Media measurement is now more complicated than ever, with cross-device usage varying between markets and sociodemographics.  Programmatic advertising allows brands to deliver messages that resonate by building a single customer view that puts individual consumers at the center of marketing.

    Conclusion

    From brick and mortar stores to online shopping, and from inside the home to travels abroad, connected devices are changing the way that we see and interact with the world.  However, for innovation to truly thrive, Connected Consumers must be put at the heart of the connected revolution.

    Get up close and personal with the Connected Consumer

    What every brand needs to know
    • 12/14/16
    • Technology
    • User Experience (UX)
    • Connected Consumer
    • Global
    • English

    The secret to a “killer device” that keeps users locked into your ecosystem

    The world of consumer technology has steadily moved toward an ecosystem model over the last few years; whereby a single manufacturer has created an interconnected set of devices touching upon several facets of a consumer’s life, from communication to entertainment to housework. For manufacturers of these devices, the stakes are higher than they’ve ever been. If a manufacturer is able to lock in a consumer with one device, for example a smartphone, they have the potential to influence a myriad of future purchases, from wearables, TVs, and laptops, to big-ticket items, like home appliances, home automation systems, and even vehicles.

    Generating loyalty through device ecosystems

    The further you dive into a particular device ecosystem, the harder it is to switch to something else. For example, if someone purchases an Android phone and later finds themselves in the market for a smartwatch, they’ll logically opt for an Android Wear watch. Once it’s time to purchase a new car, they might then decide on a car with Android Auto to get the most out of the connected features of both their phone and car. Then when it’s a year later and it’s time to upgrade to the latest and greatest smartphone, the most logical route is to get another Android phone since it’s guaranteed to still be compatible with their watch and car. This is why it is so important to have a well thought out and engaging device to grab users’ attention and lock them in early.

    Developing the “killer device” that keeps users coming back

    The phrase from a few years ago was “killer app” to describe that one great app that encouraged people to buy a given smartphone. In the age of the device ecosystem, it’s the “killer device” – that one perfect device that draws people in and (hopefully) generates the loyalty needed to keep users coming back to the same manufacturer for all of their other devices. Creating that killer device is no easy feat and is often the end-result of lots of planning and hitting the market at just the right time. Part of this planning though is ensuring that the device is not only easy to use but fun to use, and this is where user testing becomes so important. Because the difference between a good user experience and a great user experience can mean the difference between a consumer buying a manufacturer’s product once and moving on and a consumer buying a product and becoming locked in as a customer for life. Ryan Carney is a Senior Lead UX Specialist at GfK. To share your thoughts, please email Ryan.Carney@gfk.com.

    Design a "killer device" that keeps Connected Consumers locked in

    Read more about our User Experience solutions
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