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  • TV Azteca launches GfK Appreciation Panel integrated with digital behavior data
    • 01/11/18
    • Media and Entertainment
    • Media Measurement
    • TV Audience Measurement
    • Global
    • English

    TV Azteca launches GfK Appreciation Panel integrated with digital behavior data

    After a successful pilot, TV Azteca has signed a contract with GfK Mexico for a content appreciation panel. This is the first GfK Appreciation Panel in LATAM and the first Appreciation Panel to be integrated with digital behavioral data.

  • Understanding net neutrality makes US consumers more likely to support it
    • 01/11/18
    • Technology
    • Trends and Forecasting
    • Global
    • English

    Understanding net neutrality makes US consumers more likely to support it

    A new GfK study is shedding light on one of the most talked-about subjects at this week’s CES conference – Internet (“net”) neutrality.

    • 01/09/18
    • Industrial Goods
    • Retail
    • Technology
    • Distribution and Supply Chain Management
    • Point of Sales Tracking
    • Trends and Forecasting
    • Global
    • English

    Tech developments that will impact your supply chain in 2018

    Fast changing customer purchase cycles have made supply chains more and more complex in the tech industry. The network of resources and suppliers has significantly expanded and has increased in complexity due to globalization. Today’s businesses must be able to quickly identify changes in consumer demand in order to adapt their supply chains for maximum efficiency.

  • Germany's top 10 employers
    • 01/08/18
    • Careers
    • Global
    • English

    Germany's top 10 employers

    We are proud to be among the most popular employers.

  • At CES, GfK will help brands target a new generation of "beyond digital" consumers
    • 01/04/18
    • Financial Services
    • Media and Entertainment
    • Retail
    • Technology
    • Media Measurement
    • Shopper
    • Trends and Forecasting
    • Consumer Life
    • GfK-MRI
    • Global
    • English

    At CES, GfK will help brands target a new generation of "beyond digital" consumers

    At this month’s CES, GfK will draw on exclusive research into the Now Generation (ages 15 to 25) to help brands succeed with tomorrow's most valuable consumers.

  • German consumer climate: High Spirits Continue
    • 12/22/17
    • Retail
    • Consumer Goods
    • Global
    • English

    German consumer climate: High Spirits Continue

    Consumers in Germany still appear to be in high spirits at the end of 2017.

    • 12/18/17
    • Technology
    • Market Opportunities and Innovation
    • Global
    • English

    …of “things” to come in 2018

    As we slowly close the door on 2017, two things are quite clear in the marketplace:

       

    • Consumer confidence is at an all–time high
    • FOMO (Fear of Missing Out) is alive and well in the digital and tech space
    •  

    The proliferation of binge watching (361,000 watched the entire Stranger Things 2 on the first day, 15.8 million watched the first episode within the first three days of release), the record $5 billion spent on Black Friday and the biggest Cyber Monday ever, and even the staggering and near inexplicable growth of cryptocurrencies (Coinbase, a Bitcoin exchange, now has more users than Charles Schwab) all point to a cultural normalization of tech-led lifestyles in the US.

    Recent research from GfK Consumer Life shows that almost half of Americans see the technology they own as a form of self-expression, and nearly 70% of students claim to be technologically savvy or smart. It is now abundantly clear that the audience for the next big thing is increasingly the mainstream American.

    Looking ahead to 2018

    2017 introduced us to the smart home en masse, while artificial reality arguably gained traction over virtual reality. The connected car gained traction, and voice-assistance struck a chord. Looking forward, expect the Internet of Things to become a firmer reality in 2018. CES 2018 will undoubtedly showcase a proliferation of smart home devices, new, and cleverer ways to consume media and entertainment on the go, and even more complex algorithms to power AI towards increasingly intimate and personalized interfaces.

    2018 will also be the year of voice-activation as Siri, Alexa, Cortana, and others position themselves for popularity, and access to your wallets. As with all innovation, some will live long and endure, some will be transitional stepping stones to something better, while still others will struggle or crash and burn.

    How innovation can thrive

    Our research at GfK Consumer Life shows that US consumers are keener on innovation being easy to use (38%), and really solving a problem they have (32%) than necessarily being leading-edge (20%).

     

    So, as you innovate for the new year, or perhaps evaluate the riches at CES as I will, look beyond the marketing and take a consumer-first approach to evaluating the fit of new innovations with your technology strategies. Ask yourself:

       

    • What significant consumer need does the technology fulfill, and what recognizable benefit does it provide?
    • What is the average learning curve? How complex or intuitive will it be to adopt into their lives?
    •  

    If you can readily answer both, it’s a good bet that you’ll know which things will become a reality.

    Eric Wagatha is a Senior Vice President of the Consumer Life division of GfK. He can be reached at eric.wagatha@gfk.com or on Twitter at @ewagatha.

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  • Map of the month: Anholt-GfK Nation Brands Index study, 2017
    • 12/14/17
    • Global
    • English

    Map of the month: Anholt-GfK Nation Brands Index study, 2017

    This year’s Anholt-GfK Nation Brands IndexSM study finds that a robust, well-rounded reputation is the key to safeguarding or improving a nation’s overall Reputation.

    • 12/12/17
    • Health
    • Global
    • English

    Five ways brand teams can align messages and touchpoints for greater commercial effectiveness

    Commercial effectiveness 2.0

    Now that many biopharma companies have turned their focus to professional and patient centricity, and even more have upped their game by using multiple, specialized experience points to serve doctors and patients better, it is time to bring the new approach to maturity by increasing coordination and effectiveness in the new multi-channel models.

    How will you meet the challenges of this new pharma/biotech commercial model?  We would like to share five ways to improve the metrics and analytics that help you optimize your combined sales force, touchpoints and message recall, and meet the challenges of this new pharma/biotech commercial model. Depending on your current business challenges, at least one approach is very likely to help you as we move into this new biopharma commercial model.

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    Five of our analytical approaches to set the wheels in motion:

    1. Improve the measurement of your competitive standing with a multidimensional share of voice

    While you may be winning share of voice with reps alone, you may be falling behind in the overall race. Consider tracking your multidimensional touchpoint reach for a more holistic and accurate guidepost.

    2. Coordinate multiple touchpoints, with the sales rep at the center

    Biopharma’s use of multichannel to reach no-see physicians has matured. Now, forward-leaning marketing and sales leaders are leveraging “rep- triggering” technology to meet customer needs. Fully leverage reps’ clearer perspective of physicians’ imperatives, and empower reps to meet customer needs. Then measure the commercial impact of the new multi-touchpoint experience.

    3. Combine the optimal set of touchpoints to improve the overall customer experience

    The needs of healthcare professionals (HCPs) are increasingly complicated. Use multi-touchpoint analytics to find the combination of touchpoints that does the best job of meeting those crucially important customer needs.

    4. Focus on impactful messages for greater impact on prescribing behavior

    Reach doesn’t matter if the message isn’t relevant. And a high-impact message that isn’t remembered is a lost opportunity. Many brands still focus too much on the percent of physicians who recall messages. In celebrating the success of high recall for some messages, they forget to test each message’s impact, and then they miss the insight that recall may be the lowest on messages that have the greatest impact on prescribing behavior.

    5. Concentrate marketing investments on the most effective touchpoints for your critical messages

    Each touchpoint can have a higher or lower transmission effectiveness for your critical messages. Brand teams and sales forces need to remember to assess their portfolio of touchpoints with regard to their effectiveness in transmitting key messages. Message transmission lets brand teams focus their investments on those touchpoints that get critical messages across to the physicians who need to know.

    Begin driving commercial effectiveness for your brand

    By applying our techniques, you’ll discover how you can align messages and touchpoints to optimize their impact.

    For a deeper dive into these five techniques for driving your brand’s commercial effectiveness, download our white paper, “Five ways brand teams can align messages and touchpoints for greater commercial effectiveness”.

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    Then let’s start a conversation so we can help guide you in the process.

    Tom Hartley is Senior Vice President of GfK’s Health business. He can be reached at tom.hartley@gfk.com.

  • Purchasing power Germany 2018
    • 12/12/17
    • Press
    • Financial Services
    • Retail
    • Consumer Goods
    • Geomarketing
    • Geodata
    • Global
    • English

    Purchasing power Germany 2018

    Germans’ 2018 purchasing power will rise to €22,992 per person according to the GfK study released today. This amounts to a nominal per-person increase of 2.8 percent, or €633.

    • 12/11/17
    • Financial Services
    • Technology
    • Global
    • English

    What’s really holding back in-store mobile payments?

    “Cashless made effortless!” “Turn your phone into your wallet!” “It’s not exactly magic, but it feels that way!”

    The clear message that mobile wallet purveyors are sending to the market is that mobile payments are easy. So why is adoption so low? According to our 2017 FutureBuy® report, only 25% of US shoppers have made an in-store mobile payment in the last six months.

    Reasons for low adoption

    One obvious stumbling block is availability. A recent JP Morgan Chase study suggests that only 36% of retailers currently accept mobile payments. But availability alone cannot account for this disappointing level of adoption. Smartphones are omnipresent in consumers’ lives — and, as our 2017 FutureBuy study shows, US consumers equate smartphones with shopping; 39% say, “My mobile device is quickly becoming my most important shopping tool,” up 11% since 2016. In fact, CNET reported that smartphones accounted for 21% of online sales on Cyber Monday, with US shoppers spending $1.59 billion using their phones — a new record. So where is the comparable mobile in-store spend?

    Our recent research points to one important barrier for consumers: security. With data breaches at Equifax, Yahoo, and even the IRS making headlines, it is no surprise that security is on the minds of consumers. Research from GfK Consumer Life quantifies this anxiety:

       

    • 36% of Americans are always concerned about their safety and security (2017)
    • 48% of Americans feel it’s very important to actively manage their online identity and personal information (2016)
    • “Personal information getting into the wrong hands” is the #9 concern among Americans from a list of 21 concerns — up 4 places since 2016 (2017)
    •  

    Looking more specifically at payments, cash still plays a big role – and one of its key benefits is anonymity. Among Americans with household incomes of $75,000 a year and greater, 55% say they always or sometimes use cash to protect their identities. Those in the payments industry know that using a mobile wallet is probably the safest way to pay; but US consumers do not perceive things that way. When we asked which non-cash method of payment was most secure, mobile wallets came in last, with just 4% of consumers (compared to 21% saying swiping their card, and 70% saying EMV).

    Opening the door to mobile payment usage

    Comfort with financial services and knowledge of the products and services seems to play a big role in opening the door to mobile payment usage. Again, looking at our FutureBuy study, we see significant differences in attitudes towards mobile payments when we compare Leading Edge Consumers (LECs) to the general public. The LEC group consists of three different types of shoppers; Early adopters, Influentials and Passionate shoppers.

     

    15% of respondents in the 2017 FutureBuy study were identified as LECs – and they are much more apt to see mobile payments as secure:

    Making payments with mobile device is more secure than other methods” — 57% LECs vs 23% general public.

    “I am confident that my mobile device payments are 100% secure” — 58% LECs vs. 23% general public.

    Not coincidentally, LECs use of mobile payments in-store over the last 6 months dwarfs that of the general public, 50% to 25%.

    Perhaps, the messaging at the top of this post needs to be revamped. Easy is not doing it. While security is often buried in promotional content to some degree, elevating this message to the first position could be a key to quicker adoption. The message of “the safest way to pay” may be the path forward for mobile payments.

    For more information, please contact Keith Bossey at keith.bossey@gfk.com.

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  • Medical Marketing and Media’s annual feature
    • 12/08/17
    • Health
    • Global
    • English

    Medical Marketing and Media’s annual feature

    Looking ahead to 2018, the most promising products in pharma's pipeline will compete in a landscape that increasingly rewards big risks and places an emphasis on novel mechanisms. Read more.

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