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Smart insights: Technology

In today’s connected society, technology impacts all industries - driving opportunities and accelerating the speed of innovation.

To stay competitive, technology companies need to understand consumers’ evolving experiences and choices.

Our technology market research experts deliver smart insights to create engaging and relevant concept designs, product positioning, advertising and customer experiences. Our technology industry expertise spans IT and IT B2B, consumer electronics (CE), photo, office equipment and telecommunications market performance, consumer research and trends.

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Solutions
  • Brand and Customer Experience (BaCE)

    Brand and Customer Experience (BaCE)

    Brands are under pressure to develop emotional connections and relationships with consumers and business decision makers.  Brands need to respond in-the-moment, to enrich the customer experience – and develop strategies that influence ”moments of truth” throughout individual brand journeys.  

  • Digital Market Intelligence (DMI)

    Digital Market Intelligence (DMI)

    When consumers shop, search, communicate, gather information and engage with companies or brands online, they behave differently depending on which device or screen they are using. They expect a consistent experience regardless of the channel or device they are using.

  • Point of Sales Tracking

    Point of Sales Tracking

    Retailers and manufacturers are under pressure to develop products and services that maximize sales and profit and to keep customers coming back.

    Success relies on having the most up-to-date sales data, combined with robust analysis to understand which products and services are performing well in the market – and which are not. With this information, clients can set clear strategies for commercial growth and increase return on investment.

  • User Experience (UX)

    User Experience (UX)

    Our user experience (UX) research and design experts help our clients create and improve customer experiences for existing or new products and services

    Today’s consumer is bombarded with promises for compelling experiences. They are sophisticated and demanding.  To be successful, a new product or service needs to be intuitive, usable, engaging and desirable. The user experience needs to be emotional in order to be memorable.

  • Market Opportunities and Innovation (MOI)

    Market Opportunities and Innovation (MOI)

    Brands are under constant pressure to maintain relevance in an increasingly crowded market. Identifying when, where and how to deliver compelling experiences that deliver new value for both consumers and brands is critical.

  • Trends & Forecasting

    Trends & Forecasting

    ​Today’s steady stream of new offerings and shortening product lifecycles place a unique pressure on businesses to stay ahead. Consumer purchasing behavior shifts more rapidly than ever.

  • Geomarketing

    Geomarketing

    Our geomarketing solutions and consultancy provide our clients with smart insights into location-specific factors that impact the success of business sites, shops, sales territories, target groups, as well as chain store and distribution networks.

Latest insights

Here you can find the latest insights for technology industry. View all insights

    • 09/22/16
    • Optics and Acoustics
    • Technology
    • Geomarketing
    • Geodata
    • Picture of the month
    • Global
    • English

    Map of the month: GfK Purchasing Power for photo and optics Germany 2016

    In honor of  this week’s photography trade fair Photokina in Cologne, GfK’s Map of the Month for September shows the 2016 regional purchasing power for photography and optics product lines.
    • 09/21/16
    • Technology
    • Global
    • English

    Are market research and big data the perfect pair?

    Big data is growing more and more valuable as companies that make wise use of it are enhancing the experiences of their customers while simultaneously improving their business processes and optimizing their marketing efforts. However, while big data has the potential to provide big benefits, it does not give a fully comprehensive view of customers with insight on their motivations, future intentions, or competitive perceptions. To make big data truly actionable, companies must fill in these contextual gaps, making traditional market research its perfect complement. As GfK’s David Krajicek wrote in the AMA’s Marketing Insights, “without a window to customer motivation or method, we really cannot turn data into action.” Together, the pair of big data and market research can do the following:
    • Provide a 360-degree customer view: it is simply not enough to look only at your customers when analyzing interactions. How they interact with competitors can be equally valuable in understanding prospects and identifying the best approach to reach them.
    • Project future actions by understanding context for behavior: when analyzing behavior on a large scale, it is important to provide context as to why that behavior took place, such as the thoughts, perceptions, and motivations behind it. Customers’ purchase intentions cannot be revealed without connecting these dots. Understanding the context behind your data is crucial to projecting future actions.
    • Improve marketing campaigns with a refined targeting strategy: while big data can be used to successfully measure demographics, content preferences, past purchases and other campaign elements, it cannot always identify targeting characteristics directly related to product need or purchase intent. Strategically designed market research can shed light and provide more extensive analytics around customer behavior.
    • Test advertising pre-launch to minimize risk: A/B tests that are conducted live run the risk of exposing the audience to non-optimal messaging that could have a negative impact on your brand. Save time and money by integrating your in-market approach with pre-testing to optimize your communications and ensure a positive experience for your prospects.
    • Understand the purchase journey and your prospect’s experience: data from your website can provide a vast amount of information on visitor behavior, but you still won’t know their motivations for visiting, how their experience has been, or where they are in the purchase journey. Market research, through a variety of surveys, can help obtain this information to tell the entire story.
    • Go from big data to bigger data: though market research data tends to have a smaller sample size, it is full of information on motivations, perceptions, and context for behavior. Integrating it with your larger data sets can make your big data even bigger, and provide understanding of needs, opportunities, how to improve targeting, and where to innovate.
    • Humanize your data and make it actionable: making sense of big data is essential to focus your organization and enable better decisions and action. Market research techniques such as customer quotes, polls, and video can really bring your data to life and make it relevant, interesting, and memorable.
    Big data and market research offer different pieces of the puzzle. Combining them can give your organization a more comprehensive view of the customer and their behavior, attitude, and motivations. Integrating larger-scale big data with smaller-scale contextual market research data will yield greater insights for your brand and help to drive strategy in the right direction. Leeza Slessareva is the Vice President of Consulting at GfK. She can be reached at Leeza.Slessareva@gfk.com.
    • 09/20/16
    • Technology
    • Mystery Shopping
    • Global
    • English

    Enhancing in-store experiences across 17 markets for a telecoms company

    We helped our client assess the global performance of its new retail concept and customer service strategy as well as to create plans to address markets where execution fell short of expectations. 
    • 09/13/16
    • Technology
    • Global
    • English

    Listen to the data: How to deliver messages that will resonate

    The incredible advance of digital technologies has taken marketing light years from where it was a decade ago. The industry today is bolstered by more powerful analytical tools, greater target precision and programmatic delivery of content that can accomplish in milliseconds what once took weeks. We are in the space age of marketing, surrounded not only by new opportunities but also changes that necessitate some adaptation. This is exemplified by programmatic, with its impressive scope and ability to place the individual at the center of marketing. It is a needed response to the shift that has occurred with the rise of social media. While making a brand famous was once the key to a strong and growing customer base, it is no longer effective in today’s multi-screen, multi-device, multi-platform world in which consumers – not advertisers – call the shots.

    The challenges facing today’s marketers

    Programmatic allows companies to deliver their message to very specific target groups, but automatic success cannot be guaranteed. Anchoring people’s attention is near impossible with the inundation of brands and messages from every side. The analytics can seem promising – 3 million YouTube views, 7k Facebook post likes, 12k retweets – but these merely represent a fleeting moment of attention given before a person moves on to something else. Companies must not mistake such numbers as indicators of lasting impressions or true engagement; the kind that develop meaningful relationships that sustain an upwards sales trajectory.

    Turning consumers into brand advocates

    So what drives marketing success in this new era? A human strategy. Instead of solely focusing on numbers, considering who consumers are as people brings clarity to what messages will resonate. While juggling work, social life, relationships, family and innumerable other facets of life, individuals will only give attention to something that enables and adds value. If a company’s message demonstrates it can help consumers meet their goals – whether professional or personal – then your audience will become engaged brand advocates.

    How data can guide the way

    Audience data makes this possible – rich targeting segments built from online browsing behavior and offline research companies such as GfK. It provides insight that brings both relevancy and context to advertiser communications, along with making possible interpersonal partnerships between the brand and consumer. This is the foundation of campaigns like Nike’s “Find Your Greatness,” Red Bull’s “Gives You Wings,” Beats by Dr. Dre’s “Hear What You Want” and Dove’s “Campaign for Real Beauty.” Data does not have to be analytical, cold and robotic; rather it empowers brands to show their human side and convey messages that people pay attention to and embrace. Instead of doing all the talking, it lets a business listen and respond to its audience. Above all, it inspires trust and respect – both of which are priceless in the crowded marketplace of competitors vying for enduring loyalty.

    Using new technology to deliver meaningful messages

    In this new age of marketing, it is important to apply timeless values to the technology being adopted. Programmatic makes so much possible, but it is most beneficial when used to deliver a message that is meaningful to the recipient. In this way, it will support long term growth of both the client base and reputation of a brand, taking it to infinity and beyond. The original version of this article appeared here.

    To discuss further with Alessandro, please join us at Hall 8.1/A10 on September 14 at 1pm to hear our Expert Talk

    Register for GfK Expert Talks at dmexco
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