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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.

GfK, Peru
Avenida Jorge Basadre 990, San Isidro, Lima
+51 1 206 2300
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

    • 09/14/17
    • Home Appliances
    • Retail
    • Technology
    • Point of Sales Tracking
    • Global
    • English

    Global smart MDA market almost triples in size in 12 months

    Chinese consumers are driving global adoption of smart major domestic appliances. Discover more.
    • 09/06/17
    • Technology
    • Trends and Forecasting
    • Global
    • English

    #Decade: What ten years of hashtags tells us about consumers today

    On August 23, the hashtag turned 10 years old.  Before achieving internet fame, it was previously known by most as the pound sign, a symbol used primarily to complete requests on customer service phone calls.  But a decade ago, everything changed thanks to an entrepreneur named Chris Messina who was looking for a way to organize conversations among different groups on Twitter. Even if you’re not that active on social media, it’s likely that hashtags are a part of your life – they’ve worked their way into everything from news articles to our daily slang to, as of 2014, our dictionary.  It’s estimated that around 125 million hashtags are shared each day on Twitter alone, with other social networks like Instagram and Facebook adopting them en masse as well. Hashtags clearly aren’t going anywhere.  What can the rise, and continued cultural dominance, of this symbol tell us about where consumers, and brands, are headed?
    • Simplify the experience. At its core, the hashtag is a method of organization – an easy way to filter through endless social media posts to find the content most relevant to you.  Our GfK Consumer Life findings consistently show that consumers want more streamlined experiences in every aspect of their lives.  The personal value of simplicity (keeping your life and mind as uncluttered as possible) has risen four ranks in importance since 2011, and nearly one in three (32%) Americans today are willing to pay more for products that make their lives easier.  As this trend continues to dominate, brands that offer more efficient solutions will thrive.
    • Support the search for like-minded peers. The advent of social media has made it easier than ever to find a group, or multiple groups, where we can feel that we belong.  According to recent research from GfK Consumer Life, nearly three in ten (27%) Americans go so far to say that belonging to groups that share their interests or beliefs is essential to their well-being – almost as many (25%) feel that the groups they belong to say a lot about them.  Hashtags have made it easier than ever to “find your tribe” and communicate with them easily – no simple feat given the pace at which our social media feeds are multiplying.  Whether you’re catching up on “Game of Thrones” reactions or mobilizing for social change, hashtags connect you to the right people.
    • Let consumer input drive the future of your brand. Perhaps one of the most interesting details about the hashtag’s origin story is that the idea came from a user of Twitter, not from its executives or developers.  In fact, many other features that are now core Twitter elements originated outside of the company’s four walls, including the word “tweet” and the brand’s signature bird icon.  Enabled by social media and other innovations, the past ten years have seen consumers get far more involved in shaping a brand’s offerings, communications, and so much more.  As GfK Consumer Life data demonstrates, most (82%) Americans tend to trust one brand over another when the company listens and responds to customer needs, complaints, and feedback; another 68 percent say that brands who prioritize customer needs over profits are more likely to earn their trust.  It’s reasonable to anticipate that these brand expectations will continue to dominate consumer mindsets as time goes on.
    • Carefully develop your brand’s voice. Having a social media presence allows brands to communicate directly with consumers and many other audiences.  It also gives them a real-time channel for timely announcements, responses to current events, and updates associated with ongoing campaigns.  But as they join the online conversation with hashtags and the like, brands must be cautious – or they’ll immediately face social media backlash.  Whether they find themselves unintentionally soliciting negative feedback, or appearing unconcerned with larger social issues, the damage can be instant – and dramatic.
    Not only do hashtags tell us a lot about the brands, news, trends, and pop culture that people care about, the mere usage of this symbol online gives us a deeper picture of evolving consumer priorities and behaviors.  As social media continues to grow and play an even larger role in our lives, it’s likely that the next ten years of the hashtag will be as important as the first ten. Rachel Bonsignore is a Senior Consultant on the Consumer Life team at GfK. She can be reached at rachel.bonsignore@gfk.com. hbspt.cta.load(2405078, '4698ab70-024a-406a-a71a-d250e9b06488', {});
    • 09/06/17
    • Fashion and Lifestyle
    • Home Appliances
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Travel and Hospitality
    • Automotive
    • Consumer Goods
    • FMCG
    • Home and Living
    • Market Opportunities and Innovation
    • Consumer Life
    • Global
    • English

    The mood of the world today – what are people thinking?

    In this free on-demand webinar, our experts dive into current consumer confidence and other key indicators of the consumer mindset and what it means for individual markets and brands.
    • 09/05/17
    • Technology
    • Global
    • English

    Smarter living with 5G, but what about the data?

    For years, we’ve been hearing about the Internet of Things (IoT). Up till now, it has always been some distant reality featuring self-driving cars, drone-delivery, Smart TVs, AI-powered personal assistants and a fridge that stocks itself when the milk runs out. Not anymore. With 5G networks on the horizon, it’s only a matter of time before the IoT becomes a part of our everyday lives. Why is that so? Unlike today’s 4G networks, the next-generation 5G mobile networks are expected to be up and running by 2020, will have high bandwidth, low latency, and are virtually lag-free. This means that the networks will be able to seamlessly support the flood of affordable, simple devices that will be brought online.

    5G in Asia

    Asia might have adopted both 3G and 4G far later than the West, but with 5G, the third time just might be the charm. According to an Ericsson Mobility Report, Asia Pacific (along with North America) is poised to lead 5G adoption, making smart homes an imminent reality. In fact, The Visionaire, a 632-unit executive condominium in Singapore was marketed earlier this year as one of the first smart homes in the city-state. Global management consulting firm A.T. Kearney reports that Asia’s smart home market is expected to reach US$115 million in 2030, with growth driven by China and Japan and with highly-connected economies such as Singapore, South Korea and Taiwan also playing a key role.

    New growth opportunities with 5G

    3G gave us video streaming, while 4G perfected the sharing economy. As with every generation of network upgrades, new growth opportunities will present themselves. IoT devices will generate huge amounts of data, driving tremendous opportunities for data analytics across industries. From a commercial standpoint, with access to IoT data, brands can enjoy greater understanding of how consumers leverage technology, enabling them to provide consumers with exactly what they want, thus maximising profits and heightening brand loyalty. Brands are also equipped to make business decisions to narrow gaps in the market and improve customer experiences. We believe that data mining will be the new gold in the era of IoT – and telcos stand to benefit the most. By tapping into vast swathes of data generated by IoT, telcos will gain access to invaluable customer insights, which often make up the basis of lucrative partnerships with other businesses. Constant connectivity offers the chance for telcos to boost their revenue streams through machine-to-machine communications, easy payment systems and networking for the IoT. As such, it will enable them to extend their customer base to include utilities, industrial supply chains, smart homes and smart cities, among many others.

    Benefits for Retail

    Retailers also stand to benefit as they can use the information to develop new service-oriented business models that will better serve both consumers and businesses alike. Currently, customers are already able to receive highly specific mobile offers based on both their location and consumption habits. With the IoT transforming even more objects into customer touch points, the possibilities are endless – such as by solving supply chain constraints and improving inventory management. In a landscape saturated with information, brands require data analytics to make sense of customer data and answer questions like – how and why do customers consume apps, how is the total data market growing, and what are the opportunities for innovation with 5G.

    Understanding each consumer

    Today, some brands are already working in tandem with market research agencies to evaluate consumer data accurately in order to identify and build a roadmap of innovative possibilities to deliver value to consumers. As we step into the world of 5G and IoT, we are bound to be exposed to data overload, which makes data analysis a more critical aspect for brands now than before. From usage patterns, behaviours, preferences to experience, through advanced matching and modelling techniques, every data point can be thoroughly analysed, enabling brands to understand each consumer completely. By leveraging these extensive data insights based on research intelligence, brands can make informed business decisions, benefiting their core audiences. Undeniably, the IoT can revolutionize the way we live, work and play while making businesses more efficient and convenient. It’s high time now for businesses to embrace the potential of IoT or risk being left behind. hbspt.cta.load(2405078, '5edd9348-7303-4cd3-95c8-5eeca29dadf1', {});
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. 

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GfK, Peru
Avenida Jorge Basadre 990,
San Isidro, Lima
General