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  • dmexco 2017: Register for GfK Expert Talks
    • 08/24/17
    • Technology
    • Connected Consumer
    • Global
    • English

    09/13/17 - 09/14/17
    dmexco 2017: Register for GfK Expert Talks

    Join us at this year's dmexco in Cologne on September 13 & 14 in Hall 8.1/A-011.

    • 08/24/17
    • Online Pricing Intelligence
    • Promotion and Causal Retail
    • Global
    • English

    The first three steps to getting your online pricing decisions right

    With saving money the number one reason that consumers shop online, retailers need to ensure they maintain the right price position. This involves a careful balancing act if you are to stimulate sales without any loss of margin. But you can manage this successfully if you get six core activities right. We take a quick look at the first three of those activities here…

    One: Track the right things, not everything

    You don’t need to track all of your competitors’ pricing and promotions activities to meet your pricing objectives. It is far better to focus your resources on tracking those pricing and promotions activities that can have the greatest impact on the performance of your business.

    Two: Benchmark your pricing against the market

    Pricing activity may happen at a product level, but tracking the price position of your full product range across categories using a pricing index is important. For this will enable you to ensure your price position compares favorably to the rest of the market. By evaluating pricing at both a product and category level, you can identify any price shifts and their potential influence on your price position early.

    Three: Make sure you are basing your pricing decisions on data you can trust

    Ensuring the prices of your specified products are benchmarked against all relevant competitors is a real challenge. Particularly when product descriptions and attributes can vary significantly across retailers. The accuracy of this matching process is key to the success of any pricing strategy. With data you can trust, you can better direct pricing decisions and negotiate with your suppliers to drive immediate value for your business.

    Connected Consumers’ ability to check prices whenever and wherever they choose using different devices has made it difficult for retailers to effectively manage their online pricing. To remain competitive, you must identify those pricing and promotions activities of your competitors to track. You need to examine your price position in the context of the market. You must also ensure you are basing your pricing decisions on the right data. But pricing decisions don’t simply end there, there are several other factors to consider that can drive your bottom line which we will explore further in our white paper.

    The positive impact on your revenue and profit of making the right pricing decisions can far outweigh your investment in the processes and services that support these decisions. The winners in the new retail battleground will be those that utilize pricing intelligence to get their online price position right.

     

     

     

     

     

     

     

     

     

     

     

     

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  • Power to the iBrains: Identifying future consumer needs to anticipate demand
    • 08/24/17
    • Fashion and Lifestyle
    • Connected Consumer
    • Global
    • English

    Power to the iBrains: Identifying future consumer needs to anticipate demand

    Understand how to conquer tomorrow's connected shoppers

  • Driving media effectiveness through predictive modeling
    • 08/24/17
    • Consumer Goods
    • Point of Sales Analytics
    • Global
    • English

    Driving media effectiveness through predictive modeling

    Our insights help a leading European manufacturer improve return on investment from media and marketing.

  • Virtual reality meets traditional research: GfK @ ESOMAR 2017 congress
    • 08/24/17
    • Technology
    • Automotive
    • Global
    • English

    09/11/17
    Virtual reality meets traditional research: GfK @ ESOMAR 2017 congress

    How big a role can VR play for the market research world and what are the potential benefits?

  • 9 reasons to work with GfK
    • 08/24/17
    • Global
    • English

    9 reasons to work with GfK

    We are one of the world's largest market research companies. Over 13,000 employees deliver insights into how people live, think and consume. But what makes us unique? Find it out right now.

  • Supporting a smartphone manufacturer’s new sales channel strategy
    • 08/23/17
    • Technology
    • Point of Sales Tracking
    • Global
    • English

    Supporting a smartphone manufacturer’s new sales channel strategy

    Our insights helped our client define the right strategic mix of products, pricing and distribution strategy for its launch into a competitive market.

  • A quarter of the online population does gardening or yard work at least once a week
    • 08/23/17
    • Global Study
    • Global
    • English

    A quarter of the online population does gardening or yard work at least once a week

    Explore our infographic and find out more.

  • Global study: frequency of gardening or yard work
    • 08/23/17
    • Global Study
    • Global
    • English

    Global study: frequency of gardening or yard work

    Garden centers should target people aged 30-39 and those with children under 12, according to our latest survey. Explore our fill findings.

    • 08/23/17
    • Technology
    • Connected Consumer
    • Global
    • English

    Digital disruption: Will Hyper-Connected Consumers revolutionize the rural market trends in India?

    Today we are living in a digitally connected world ruled by the millennials, Hyper-Connected Consumers who are creative, realistic, ambitious and eagerly looking for innovation. These consumers look for ease, comfort and something extra-ordinary in every product and service they buy. And to help brands communicate well with the Hyper-Connected Consumer, the government of India has seriously taken a path towards achieving the dream of making the country digitally connected.

    With a plethora of opportunities that Digital India brings to the table, it has become imperative for companies to have an in-depth understanding of how to make the best use of it and deal with today’s Hyper-Connected Consumer.

    The rural consumer

    Further, as the digital divide is being minimized at a rapid pace to bring rural areas into the mainstream, the rural consumer has also become smarter and so have the channel partners/brands. Hyper-Connected Consumers in rural markets are ready to experience innovative retail concepts like mobile payment. Brands are therefore looking to create an end-to-end, relevant marketing strategy to effectively tap into rural and semi-urban geographies.

    Amazingly, early in the game, HUL gave a technology boost to rural marketing. Its Project Shakti enhanced its direct rural reach and created livelihood opportunities for underprivileged women by making them hyper localized distributors of its products, selling directly to villagers and retailers. If you look at the Indian telecom sector; free voice calls, drop in data tariffs, sharp competition among Indian telecom companies and finally the dramatic entry of Reliance Jio has caused massive disruptions in the recent past. And now Jio is all set to launch a discount handset in a bid to further expand its customer-base.

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    Interestingly, Facebook sponsors free Wi-Fi hot spots across India. It has “2G Tuesdays” in its Menlo Park headquarters, where developers can experience a slow connection and how Facebook works on it. This clearly demonstrates how consumer experience in the world of hyper-connectivity affects the business model.

    A few years ago, Idea Cellular launched an initiative called ‘Har Mobile Par Internet’ (Internet on every mobile) which was an extension to its popular ‘No ullu banaoing’ (Do Not Fool) campaign. This service provided step-by-step digital literacy lessons via IVR (Interactive Voice Response); a tutorial designed to teach consumers how to access and use the net on feature phones. Such various contemporary technologies have found their way into the arsenal of rural marketers across the country. In brief, a disruptive business model is a prized corporate asset.

    A society in transition

    As India transitions from a ‘cash based’ society to a ‘cash less’ society, digital applications such as mobile wallets and UPI have become indispensable. The government’s initiatives around Jan Dhan accounts and cash transfer of benefits allowed the un-banked to be banked. Further initiatives around ‘Bharatnet’, smart cities and WiFi’ing villages will be the catalyst in empowering Indian citizens to transact digitally, henceforth, pushing semi-urban and rural communities to become digital savvy.

    All these developments mark the start of a new era of disruption as businesses in India seek to serve the growing segment of Hyper-Connected consumers who have a disproportionate impact on both influencers and value creation. We are excited to share insights on this unique consumer segment based on a custom featured study and exchanging perspectives with a panel of industry leaders. Join us and be part of the conversation to Discover, Disrupt and Delight in the era of the Hyper-Connected Consumers in India on September 7, 2017 in Mumbai at Hotel Sofitel.

    Nikhil Mathur is the Managing Director of GfK, South Asia. To share your thoughts, please email Nikhil.mathur@gfk.com or leave a comment below.

     

     

     

     

     

     

     

     

     

     

     

     

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    • 08/22/17
    • Media and Entertainment
    • Media Measurement
    • Global
    • English

    A new wrinkle in over-the-top TV services: vMVPDs not so virtual anymore

    In the ever-changing world of delivering video to TVs and homes, real bellwether moments can sometimes slip by us. But the appearance on the scene of the awkwardly named vMVPDs (virtual multichannel video programming distributors) could well be such a moment.  These “skinny bundle” services offer a variety of broadcast and cable networks via on-demand streaming — and at least some channels are available to stream “live” when broadcast.

    The potential of this new OTT wrinkle is huge. Delivering live programming and events as they happen has been a key differentiator for traditional pay TV services as they try to fend off streaming service providers. Now, services like DirecTV NOW, Sling TV, and PlayStation Vue can begin to offer competing live programming – the opening of a potential floodgate in video media.

    Innovation worth watching

    We measured vMVPDs for the first time this year in our long-running The Home Technology Monitor™. The new Ownership and Trend Report shows that 3% of TV homes subscribe to one of the vMVPDs listed above. (It was too early to measure either Hulu with Live TV or YouTube TV).

    Now, three percent may seem like a “blip” if there ever was one – but every real innovation has to start somewhere. And this one in the media industry has definitely found to be worth watching.

    That is why we decided to collect additional information on vMVPD homes — but, as there were only 82 of them, consider the following to be directional findings, not definitive. Looking at those homes which report DirecTV NOW, Sling TV or Playstation Vue subscriptions, we find very similar levels of adoption among the three – there is not a dominant player at this point in time by any means.

    Who is subscribing to vMVPD services?

    Perhaps most interesting is where these vMVPD homes came from, in terms of reception. A small minority – just one in six – of these homes were “uncorded” before subscribing to their vMVPD service. Half cancelled regular pay TV service. And almost exactly one-third report they also have “regular” pay TV service.  And all report having a TV set and almost all say they stream to a TV set in some manner. Thus the vMVPD home is far from the cord-cutting, TV-less home some may have expected.

    However, if one counts vMVPD homes in the same bucket as “pay TV” – something on which there was not a consensus from our Home Technology Monitor subscribers – then the pay TV home decrease is offset, and its level holds relatively steady compared with last year. This is a definite silver lining in these difficult days for cable networks, if not their traditional MVPD partners.

    An improved user experience for viewers?

    vMVPDs with live TV will likely remain a hot topic in 2017,  as additional competitors join in — whether streaming-first brands (Hulu and YouTube) or, as rumored, traditional MVPD services. These services are banking on consumers accepting a smaller selection of networks and the promise of an improved viewer user experience compared with traditional providers.

    While vMVPDs will certainly be of interest to a sizable viewer niche, expansion outside the obvious Cord Cutters/Cord Never targets will require a high level of consumer satisfaction and the ability to deliver desired content. People may have many complaints about their interactions with their cable providers and their costs, the actual delivery of television to the home by pay TV tends to be very reliable – which can’t always be said for video streaming. We also see many local TV markets are still unserved by the new “live TV” streaming from broadcast networks because of affiliate agreements – the network O&Os are available, but availability outside of those markets is still sparse.

    But these are still early days, and several more years will likely be needed to accurately assess the long-term traction of vMVPD-type services. With several notable players all in on vMVPDs (Hulu, YouTube, AT&T, DISH and Sony) and several notables sitting it out (Amazon, Apple), it will certainly make for an interesting period for researchers, competitors and consumers.

    Get similar insights – and many more – as soon as they get published by subscribing to The Home Technology Monitor in 2017. Aside from our annual Ownership and Trend Report, our report topics this year include Commanding Media (voice commands), Over-the-Top TV, TV Everywhere and SVOD Digital Purchase Journey.

     

     

     

     

     

     

     

     

     

     

     

     

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  • Whitepaper: Six steps to getting your online pricing right
    • 08/22/17
    • Retail
    • Technology
    • Promotion and Causal Retail
    • Global
    • English

    Whitepaper: Six steps to getting your online pricing right

    Download our white paper in which we’ve identified six core activities that you need to master in order to make the right pricing decisions.

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