GfK BEHAVIORSCAN®
GfK BEHAVIORSCAN® answers important questions such as: How successful will a new product be? Who are the purchasers of a new product? How well does TV advertising drive sales? Which level of media spending is optimal? Which TV ad copy is more successful at increasing sales?
GfK BEHAVIORSCAN® offers three test markets in Europe: Hassloch (Germany), Angers (France) and Le Mans (France).
Hassloch, Germany
- max. 3,500 households with GfK ID card
- max. 2,500 households with Targetable TV and 1,000 control households
- TV Broadcasters: ProSieben, Sat.1, kabel eins, RTL, Super RTL, VOX, ARD
- Print: HÖRZU (with split-panel), Daily newspapers, Supplements
Angers, France
- 4,500 households with GfK ID card
- TV broadcasters: 14 channels; TF1, France 2, France 3, Canal+, France 5, M6, Paris Première, Série Club, LCI, Eurosport, TMC Monte Carlo, MCM, Canal J, RTL9
- Print: Femme Actuelle or TéLé Loisirs (with split-panel)
Radio: 10 channels: Alouette, Chérie FM, Europe 1, Europe 2, MFM, Nostagie, RFM, NRJ, RTL, RTL2
Postering, Cinema, Internet
Le Mans, France
- 4,500 households with GfK ID card
- TV broadcasters: 14 channels; TF1, France 2, France 3, Canal+, France 5, M6, Paris Première, Série Club, LCI, Eurosport, TMC Monte Carlo, MCM, Canal J, RTL9
- Postering, Cinema, Internet
GfK BEHAVIORSCAN® cooperates with all relevant outlets. All test stores utilize scanners. GfK personnel handle all elements associated with the test, providing a turn-key service. We execute promotions, pricing changes, handle product stocking and check the test stores daily to ensure 100% distribution and no out-of-stocks.
The GfK BEHAVIORSCAN®'s household panels are demographically representative of the Federal Republic of Germany and France, respectively. Participating households are provided with a GfK-identification card which they present at the check-out. This allows us to precisely and efficiently track panel purchasing behavior.
GfK BEHAVIORSCAN® offers the unique ability not only to control the store environment and closely track what the panel households purchase, but also to control what households see on their TVs. A split group of the panel households are fitted with an electronic device that allows GfK to 'cut over' national TV spots with test advertising (Targetable TV-technology). This capability therefore gives you the opportunity to test a variety of advertising issues within a test versus control methodology, within a single market.