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  • Global study: decision factors on what to eat and drink
    • 10/23/17
    • Global Study
    • Global
    • English

    Global study: decision factors on what to eat and drink

    Low-sugar and GMO-free are top factors in deciding what to eat or drink, coming ahead of low-salt, organic, low fat, or fortified.

  • Chinese are the most selective on what to eat and drink
    • 10/23/17
    • Global Study
    • Global
    • English

    Chinese are the most selective on what to eat and drink

    We asked 23,000 consumers online in 17 countries how important certain factors are, from a given list, when deciding what to eat or drink. 

    • 10/23/17
    • Trends and Forecasting
    • Global
    • English

    The home is (still) where it’s at

    Ah, the home. A place to relax. A place to connect. A place to entertain. A place to do the things you want to do. Regardless of what image comes to mind when we think about our own homes, the home still is a critical part of the backbone that drives consumer behaviors. And with cooler months coming for most of the country, coupled with the normal hype around the fall TV season, now is as good a time as ever to think about the home.

    But it’s not just what people do inside their homes – it is their view of the home overall that is often more critical.  An increasing number of consumers globally agree, “My home is a reflection of who I am and what I value” (67% in 2017, +5 pts from 2012) – according to recent research from GfK Consumer Life.

    Undoubtedly new shopping tools from home improvement retailers (e.g. IKEA, Lowe’s) will further feed into this rising attitude.

    Additionally, with new developments in the home category – new technologies (smart homes, Internet of Things, VR/AR, etc.); changing media habits (binge-watching, cord-cutting, etc.); and evolving social dynamics (multi-generational households, more sharing of household tasks, etc.) – now is a better time than ever to understand the current nuances within consumers’ homes.

    The good news is that a few areas continue to act as proverbial ‘pillars’ within the home; marketers can easily deliver on these pillars.

    Comfy & cozy

    Eight in ten (80%) Americans agree, “My home is a private retreat where I can relax and get away from it all” – the top-ranked life attitude statement over the past few years (from a consistent set of 34 statements tracked).  People need their homes to be a place to unwind – especially with the level of tension and anxiety affecting them today.  Products and solutions that help alleviate stress will continue to resonate.  (On that note, did you know that Google Home is equipped to play ambient noise if you ask it to help you relax?)

    Come together

    Two other home-related sentiments are on the rise today.  More Americans are describing equating their homes as “a family haven” (68%, +5 pts from 2012), and a “social hub” (36%, +5 pts) – both terms undoubtedly involve connecting and socializing with others. Though much of the recent dialogue has been around people dis-connecting and not having real interactions with each other, the mindset within the home is somewhat contrary. The holiday season is of course coming up – and the perfect time to play on this nuance.

    Entertain me

    Our research shows that two in three Americans view their homes as “an entertainment center – a place to have fun and enjoy”. People are now prioritizing that entertaining experience in the home – and we are starting to see industries that are being quite affected (e.g. ticket sales down for movie theaters). Media consumption habits are of course playing a key role (Netflix plans on spending $8 billion on original programming next year) – but technology continues to drive bringing these experiences at home.  Have you seen the $14 LED light strip that converts a TV into a theater-like visual effect?


    The home dynamic will keep evolving, as new products & services will transform consumer behavior and attitudes within the home.  But marketers can still leverage the staples going into the future – comfort, relationships, and entertainment.

    Mihir Bhatt is a Senior Consultant on the Consumer Life team at GfK. He can be reached at Mihir.bhatt@gfk.com.

    • 10/23/17
    • Health
    • Global
    • English

    Demystifying quantitative methods: Three easy steps to drive your pharmaceutical pricing strategy

    Pricing for pharmaceuticals continues to grow in complexity for the industry due to a variety of factors.  A few of the prominent challenges our clients face include:


    • Just one chance to get it right. Once a price strategy is in place, course corrections are difficult and sometimes even impossible; for example, price increases in ex-US markets. Not just leaving money on the table is a concern.  Also when exceeding a price threshold, a change in price strategy might not even correct payer and prescriber perception and change behavior to the expected extent.
    • More competitive markets. Many indications, even in oncology and specialty care, have become crowded market spaces between brand, generic and biosimilar players these days. Standing out in the crowd from a value perspective can be challenging; thus pricing becomes even more important.
    • Continuously growing price pressure. Healthcare budgets keep expanding and payers look for savings potential, in particular with drugs. A popular concept is shifting budgetary risk to manufacturers, either based on spend or measured by outcomes. In the US, also patient exposure to cost is a growing market access hurdle.
    • Prescriber price sensitivity. Beyond payer influences on utilization, prescribers are more aware than ever of drug prices and more likely to chime in for the discussion in the media. In the US, value frameworks have become an instrument to convey different perspectives of measuring value which payers start to look at when making drug coverage decisions.

    To provide robust input for a pricing strategy, three components are key:


    1. Overall approach of the pricing research to reflect the strategic objectives for your product

    Earlier stage and a less complex marketplace suggest a streamlined, quick turnaround approach with an essential sample of payers and a concise N sample with physicians, for example 30 by market, with a focus on direct pricing methods.

    Launch strategy and/or highly complex/competitive markets require not just larger samples for payers and physicians (ideally 100/market), but also more sophisticated indirect methods; e.g., DCM and complex market models.


    1. Pricing methods adequate for the research objectives

    Direct methods such as Van Westendorp and Gabor Granger address fundamental price reaction, while indirect methods provide higher precision.  For very early development assessments, pure price/value perception can be sufficient, while a more developed profile requires a multi-method approach. Indirect methods such as adaptive conjoint are also the method of choice for a larger number of product concepts to test.


    1. Integrated findings representing all P&R stakeholders

    Critical is an adequate approach to combine product and price-related behavior for payers’ reaction to price, physicians reacting to restrictions, patient response to out-of-pocket costs to derive a resulting price/volume relationship and identify optimal pricing.

    We offer a unique profile to support quantitative pricing research

    Our team has developed a tried-and-tested pricing approach addressing the specific objectives for your product.  We leverage country-level price and market access expertise in the US and globally with an integrated team of experts in healthcare, quantitative methods and primary research.  Moreover, our project approach is direct and efficient in close contact with your project team.

    Through our quantitative pricing approach, we provide the most in-depth understanding of the pricing and reimbursement opportunity of your product.

    Meet with us at ISPOR!

    Our team of market access experts will be at ISPOR in Glasgow, November 4 to 8 in booth #207 and would welcome a discussion around our quantitative pricing approach and how it can generate optimal output for your pricing strategy! Click here to set up a meeting.

    Michael Kuehn is a Vice President of Market Access at GfK. Please email Michael.Kuehn@gfk.com or leave a comment below to share your thoughts.

    • 10/20/17
    • Health
    • Global
    • English

    Putting payers in the spotlight: Shifting the market access mindset to focus on shaping payer attitudes

    “You can’t manage what you don’t measure” – Peter Drucker

    This well-known mantra proffered by the management guru Peter Drucker in the early 1960s still holds true today! Many successful commercial organizations rely to a great extent on measuring key performance indicators (KPIs) in order to monitor their successes, identify shortcomings and develop strategic responses to changes in performance.

    For big pharma this remains common practice, leveraging healthcare provider, patient and caregiver data utilizing awareness, trial and utilization (ATU) tracking, and ongoing customer satisfaction studies. Surprisingly, industry has been slow to adopt such approaches when it comes to payers.

    The importance of embracing the payer role

    The commercial environment that confronts the pharma industry is becoming  increasingly challenging and uncertain, not least because of the heterogeneous mix of stakeholders that need to be aligned to the value proposition.  It is a well-acknowledged fact that payers are playing an increasingly pivotal role in terms of influencing “go/no-go”’ decisions at the expense of other stakeholders; i.e., HCPs/patients.  So as we seek to establish a positive environment that supports access and uptake of new health technologies, one thing seems very clear: we need to do so in a way that addresses all key stakeholder groups, including payers.

    The ability to monitor and assess payer metrics as part of the stakeholder mix presents pharma with a critical opportunity to shape rather than react to the market, therefore aligning payers with the product value proposition ahead of launch and beyond.

    Four key components to enable greater agility and responsiveness to payer needs


    1. Leverage a payer tracker program. This is a key tool for supporting timely adjustment of commercial planning across the lifecycle to enable pharma MA professionals to:

    2. Support payer tracking activities. This is possible with a robust and rigorous predictive framework, which is fundamental to the design of a payer tracker. It must feature carefully designed KPIs which need to be actionable, replicable and measurable and reflect payer-orientated key drivers, including:


    • Level of awareness (disease, unmet needs, perceptions of treatments)
    • Willingness to pay
    • Understanding burden of illness (economic, societal, humanistic)
    • Product-specific KPIs
    • Communication/engagement with pharma (frequency, mode, relevance)
    • Launch activities (pre/post launch – clinical data, congresses)

    Having established the baseline, clients are in a position to challenge commercial organizations to “move the dial” and to monitor performance pre- and post-launch against a set of tangible, measurable goals.


    1. Understand the highly heterogeneous nature of the payer audience. Take into account national vs. regional/local payer mix and also geographies (US managed markets vs. EU price driven vs. more mixed reimbursement APAC) to ensure that it reflects regional/local variations.
    2. Utilize dynamic reporting. A robust payer tracker offering should deliver “at-a glance” results across metrics, markets, target groups and waves and empower knowledge-sharing between local affiliate, regional & HQ teams.

    GfK offers an innovative and robust payer tracker program

    Our payer tracking is driven by our distinctive and rigorous methodology, supported by our global panel of over 5,000 payers and payer advisors across national and subnational levels. An online deliverable platform with dynamic dashboards displays, full in-view results across metrics, countries, target groups and waves can all be customized to your reporting needs.

    Through our payer tracker program, we provide a unique opportunity to obtain the most in-depth understanding of payers; knowledge that will empower you to anticipate change and shape the market.

    Meet with us at ISPOR!

    Our team of market access experts will be at ISPOR in Glasgow, November 4 to 8 in booth #207 and would welcome a discussion around your payer challenges and how our payer monitoring program can get you on track! Click here to set up a meeting.

    Santanu Das is a Vice President of Market Access at GfK. Please email santanu.das@gfk.com or leave a comment below to share your thoughts.

  • EU consumer confidence at highest level in over nine years
    • 10/18/17
    • Financial Services
    • Social and Strategic Research
    • Global
    • English

    EU consumer confidence at highest level in over nine years

    Consumer sentiment within the EU 28 has continued its upward trend in the third quarter of this year, finishing on 20.9 points. 

  • Meet GfK at Web Summit
    • 10/18/17
    • Media and Entertainment
    • Technology
    • Global
    • English

    11/06/17 - 11/09/17
    Meet GfK at Web Summit

    Come and meet our GfK team at booth G567 in the PANDA hall.

    • 10/17/17
    • Technology
    • Global
    • English

    Differentiated customer experience is key to success in marketing to Hyperconnected Consumers

    Digital disruption has changed the way of human life. In the last year, India has gone through massive changes that have impacted consumer behavior in a big way. Data explosion by telecom operators, mobile payment becoming way of life post-demonetization, online retailers pushing various buttons to increase the share of the pie, and offline retailers implementing omni-channel strategies and working on providing the same experience across channels. This is supplemented by the Government of India’s push towards the Digital India initiative. Brands are challenged to innovate and start reinventing things to deliver something so exceptional to their consumer, that it converts them into a repeat consumer of that specific product or service.

    The Hyperconnected Consumers: Today, in India, they constitute 10 percent of the Internet population. Earmarked to be the trendsetters of tomorrow, they form a very key and important consumer segment targeted by marketers. For this very reason, we launched an in-depth study to explore the attitudes and behavior of the fast emerging Hyperconnected Consumers in India. The much-anticipated findings were unveiled at an exclusive event “Discover the Hyperconnected Consumer in India” on September 7.

    Data is the new oil

    The event’s opening keynote presentation on Imagining Consumerism with Digital India delivered by Mr. Arvind Gupta, Head of Digital India Foundation and IT, BJP was very well received. He highlighted that the advent of Digital India has transformed markets and consumers, bringing new possibilities and opportunities for businesses to thrive. His memorable closing lines which left a deep impression, were probably one of the key event takeaways: “Data is the new oil, and India is the biggest producer of this oil. People who are better at mining, refining, and using this data will be the leaders of the future!”


    A few of the greatest drivers catering to India’s rapid digitalization are government initiatives such as Digital India and Make in India. What started as small movements are now touching everyone’s heart and leading to massive employment generation. Not only have they provided local brands with amazing opportunities to enhance themselves, but they have also enabled them to serve incredible products and excellent services to the Hyperconnected Consumers in today’s era.

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    The event also brilliantly highlighted the importance of social media platforms and had two panels of experts carrying on discussions around The Hyperconnected Consumers in India. During the first session on Targeting Hyperconnected Consumers in the New Media Norm, high profile media industry leaders shared their own experiences on the challenges and opportunities arising from the new media landscape, and were in agreement that consumption of digital content does not differ much from mainstream television. But yet, today’s distracting world coupled with the Hyperconnected Consumers’ shorter attention span are factors making it more challenging than ever for marketers to effectively target and engage this emerging segment of the market. Sunil Lulla of Grey Group India did a fantastic job moderating the lively exchange between Gayatri Yadav (President & Head, Consumer Strategy & Innovation, Star Media), Achint Setia (Head, Business Development & Data Sciences, Viacom18 Media), Sameer Pitalwalla (CEO and Co-Founder, Culture Machine), and Lee Risk (Commercial Director, Media, GfK Asia).


    Strengthening relationships with customers using digital tools

    Furthermore, today’s demanding consumer wants more than just good value and it is essential for brands to continuously strengthen their relationship with their customers. The best way to deal with the digitally-connected consumers is to deliver them digital solutions by utilizing digital tools; social media platforms such as Facebook, Instagram, Twitter, YouTube, and others are already doing wonders in our lives. The simpler and more innovative a brand becomes, the better and smoother it is for them to win over customers.

    Dr. Fabian Buber from GfK Verein, in his presentation on Exploring the Digital Generation’s mindset, highlighted that today’s markets have become more transparent than they have ever been before. In today’s digital age, companies have lost the power to fully create their own brand image as they like to the Hyperconnected Consumers, who often contribute as a co-creator by sharing their experiences online.

    Hyperconnected Consumers changing the business model

    The other renowned personalities present during the event also talked about the game-changing business models that are a huge success in today’s changing scenario. The second forum had market veterans sharing their strategies on how differently they are Marketing to the Hyperconnected Consumers in their respective business. Rahul Singh (CEO and Founder) from The Beer Café and Arvind Vohra (Executive Director) from Gionee India revealed the ingenious ways they are collecting, mining and using data from their consumers to create personalized offerings for them. Facilitated by Anup Jain from GfK India, the session also drew constructive inputs from Pascal Bollon (Managing Director, GfK India). Anup Jain raised a question on the need to create marketing teams that focus purely on Hyperconnected Consumers.


    Studying Hyperconnected Consumers provides an in-depth view into the consumers of tomorrow, given the fact that they are early adopters and trend setters. The study examines how this tech-savvy group engages digital channels on a daily basis and what businesses should do to cater to the needs and wants of this unique segment of the Indian population. Connecting, engaging and retaining the Hyperconnected Consumer is a big opportunity for marketers and also an equal challenge that the path to purchase is no more linear and has become extremely fragmented in the digital age.

    It was indeed an enlightening and insightful event, which received much positive feedback from those who were present. On behalf of GfK India, I would like to thank the esteemed speakers and guests for taking time off to grace this event, as well as the rest, both within and outside GfK whose concerted efforts helped make this event successful!

    If you have any questions on The Hyperconnected Consumers study, please feel free to contact us at: apac@gfk.com.

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  • Commercial Radio Australia (CRA) retains GfK for another five-years' audience measurement
    • 10/16/17
    • Media Measurement
    • RAM-Audienscope
    • RAM-Survey Summary Reports
    • RAM-Resources
    • Global
    • English

    Commercial Radio Australia (CRA) retains GfK for another five-years' audience measurement

    Commercial Radio Australia Ltd (CRA) has today announced that they are retaining GfK as their audience measurement ratings provider for another five-year contract.

    • 10/12/17
    • Health
    • Technology
    • Global
    • English

    How do people around the world maintain their physical health?

    In an online survey of health habits around the world, nearly two thirds of respondents included getting enough sleep, eating healthy nutritious food, and exercising as activities they do regularly to maintain their physical health.  While these straight-forward activities should come as no surprise, several activities have risen in value from previous years, including “spending time with family, friends or pets”, “taking a break from technology”, and “following a specific diet”.

    The emergence of ‘quality time’ as part of a regular health routine

    In comparing this year’s results with previous years, we see that “getting enough sleep” has remained a constant as one of the most important activities in maintaining physical health, while ‘quality time’ is becoming increasingly more important.  “Taking a break from technology” has been one of the fastest rising activities (one in three are now including it in their health routine), and “spending time with family, friends, or pets” has climbed the ranks to be almost as important as exercising.


    While spending quality time with loved ones and unplugging from technology may not be the first thing that comes to mind when thinking of physical health, they do play an important role in people’s regular routines, and could present an opportunity for brands to connect and resonate with the right audience.

    Eating right and other physical health activities

    Eating the right food is just as significant for a physical health routine, with “eating healthy nutritious food” being listed as a top activity and “following a specific diet” being the fastest riser from previous years.  Health conscious brands may be seeing an uptick as a result, while fast food sales and brands thought of as unhealthy may struggle in certain markets.


    Other physical health activities listed in the global survey included “using skin care or beauty products” (46% of respondents do this as part of their regular routine), “meditating or using other relaxation techniques” (25%), “using herbal or holistic remedies” (23%), and “getting cosmetic/elective surgery or non-surgical procedures including dental” (10%).

    For brands, these findings can be helpful in successfully targeting high-potential audiences both globally and within specific countries, as definitions of physical health and the means for attaining it clearly mean different things to different cultures.

    About the study

    We asked 23,000 consumers (aged 15 or over) online in 17 countries to indicate which activities from a given list they do regularly to maintain their physical health. Fieldwork was completed in summer 2017. Data are weighted to reflect the demographic composition of the online population aged 15+ in each market. The global average given in this release is weighted, based on the size of each country proportional to the other countries. In 2014 GfK interviewed more than 21,000 consumers in 16 countries (excluding the Netherlands). Countries included are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, Russia, South Korea, Spain, UK and USA.













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  • GfK presents fresh thinking on mobile, cross-media research at PDRF 2017
    • 10/11/17
    • Media and Entertainment
    • Media Measurement
    • GfK-MRI
    • Global
    • English

    GfK presents fresh thinking on mobile, cross-media research at PDRF 2017

    GfK will be showcasing the latest digital, cross-media research approaches to explore key industry questions and deliver better answers for businesses at this year’s Publishing and Data Research Forum (PDRF).

  • Map of the month: Online spending potential for books and stationery, Germany 2017
    • 10/09/17
    • Retail
    • Consumer Goods
    • Geomarketing
    • RegioGraph
    • Geodata
    • Picture of the month
    • Global
    • English

    Map of the month: Online spending potential for books and stationery, Germany 2017

    Online retail comprises a significant component of retail trade in Germany. For retailers and manufacturers looking to enter new market regions, it's important to evaluate potential for both fixed-location and online retail, as these two indicators often deviate. This month's map illustrates the 2017 online spending potential for books and stationery in Germany. GfK offers retailers detailed data on fixed-location and online spending potential for numerous product lines. These insights make it possible to optimize online and brick-and-mortar sales and marketing based on the regional market potential for these channels.